Does Content Marketing know you?
Unless the term Content Marketing speaks to you more?
If that doesn’t ring a bell and you are attracted to digital professions, it’s time to get to know this field.
What is Content Marketing?
Hubspot defines it as follows: “Content Marketing is a marketing strategy based on the creation and dissemination of valuable, useful and informative content in order to communicate with its audience and develop its visibility. Content Marketing is a component of Inbound Marketing.”
In other words, Content Marketing is the strategy implemented by a website from textual content to develop its visibility and notoriety on the web and convert customers.
In fact, Content Marketing is based on different subdomains such as:
- Content creation,
- The SEO (Search Engine Optimization)
- Digital Marketing,
- Content distribution…
Exciting, isn’t it?
As you have no doubt understood, the wealth of this field opens the door for different professions and promises an interesting, rich, and progressive professional career.
I had this conversation with Sandra, our Content Marketing Angel, a long time ago when I first started.
This is what she was already saying at the time:
The good news is that in addition, digital professions are on the rise. Businesses of all sizes are increasingly relying on it.
And that is still true today.
73% of large companies hire someone specifically to manage Content Marketing.
Do you like it?
Here is the guide to starting a career in Content Marketing.
A career in Content Marketing: for whom?
The first question to ask yourself is whether this profession is for you.
You have seen that Content Marketing touches on several related areas that will therefore have to be mastered.
And for that, some personal qualities are necessary:
- Good writing skills: writing skills are the basis for creating good content,
- Intellectual curiosity: the content requires research, immersion in the business world, a good match between the brand and the values conveyed by your strategy,
- A spirit of analysis: indeed, you must clearly identify the target of your content via the persona and always keep it in mind when you choose to implement one of the actions of your Content Marketing.
In terms of skills, what does that give?
Here too, the multiplicity of skills to be mastered suggests the richness of its professions.
So, to successfully carry out your Content Marketing strategy, you need to acquire a broad spectrum of skills and master skills in:
- Natural Referencing (SEO),
Well, as the name suggests, Content Marketing is all about content.
And good content comes in different stages to do what you want it to do and perform well, namely capture, capture and convert.
Jobs and salaries in Content Marketing
You are still here?
You will be able to discover the different trades that make up this field.
The idea is to start at the base by being a web copywriter to progress towards the culmination of a career as Director of Content Marketing.
The phasing looks like this:
- Web content writer: this is the origin, the pillar of Content Marketing. Without a web editor, no strategy is possible. Its role is to create reliable, relevant, and optimized content,
- Content manager: he manages the team of writers, creates content himself, and may have to modify it as well. He generally has excellent SEO knowledge and will manage the strategy in coordination with the SEO consultant,
- Content strategist: he develops the content strategy in line with the operational objectives and leads the editorial team. He is led, among other things, to reflect on the ins and outs, the image of the brand, SEO…
- Content marketing manager: his role is to supervise the marketing content unit. It is the boss, the one who has a vision on the overall short and medium-term objectives of the company’s communication strategy,
- Content Marketing Director: He’s the Big Boss! He runs all other posts. It develops the overall medium and long-term objectives.
On the salary side, the jobs performed are rather lucrative.
In a salaried position, the salary scale by the Digital Observatory announces an annual salary for a starting marketing director of $80,000.
A planner strategist will start at $50,000 per year.
A web editor/community manager will earn $38,000 annually.
As a freelancer, salaries can be even higher.
From web freelance to Content Marketing director: how to get started?
As in any profession, it is essential to follow certain steps to get started.
- Understand the web and Inbound Marketing,
- Emboss your skills in content writing,
- Obtain certification in web writing skills,
- Practice by setting up a Content Marketing blog (your portfolio),
- Become familiar with SEO and keywords (and obtain a website SEO certification),
- Perform relevant research on any topic,
- Learn how to build popular types of content (and test them on your site),
- Develop your Personal Branding and your notoriety,
- Get your first mission in one of the basic professions of Content Marketing,
- Rise through the ranks and develop your career…
Self-taught or training in web professions… whatever the path is taken, you must acquire each skill to be able to claim its validation and offer quality service to your potential customers.
Remember that every step counts and that it interacts with the previous and the next.
The alternation of learning and practice is the best option to properly anchor knowledge.
Understanding the web and inbound marketing
Communication and marketing have changed a lot in recent years.
If in the old days the skullcap with repeated punchlines on repeat was the spearhead of marketing.
Come on, if I tell you “we all get up for…”, you spontaneously answer Danette… and you haven’t even thought about it!
But today, Digital Marketing bases its strategy on trust between the brand and the prospect and notoriety.
For that, you have a formidable tool: the web.
The web allows something amazing.
It offers the possibility for a company, whatever its size, to be known to a large number of people through your website.
How? ‘Or’ What?
By using your website as a medium in its own right. This is what experts call Inbound Marketing.
The principle is simple.
A website is your space where you publish all kinds of content (textual, visual, videos, and even podcast) in order to distribute them to your target audience.
This is recognized in the sincere and relevant information of the company, in its values , and therefore becomes a potential customer.
We are therefore very far from the heady punchline.
We are moving to a model where transparency is essential and communication is focused on skills, the core business, and the values of the brand.
And of course, the whole content strategy relies on… content.
Emboss your writing skills
Having good writing skills is a good way to start in Content Marketing.
It is still necessary to know how to correctly use this affinity with the words to engage the reader.
Here again, the medium (the web) is largely responsible for a mode of adaptation of the contents which are quite far from the codes of print writing.
In reality, we need to get closer to journalistic writing (fine, pointed, precise) to access the types of content that readers expect.
Yes, I am talking about content and readers.
Here on #SocialDevansh, you are readers of our blog.
And “Devansh” brings you relevant, reliable, and actionable information for your business.
I don’t believe I’ve seen any other than informational posts here.
This is what it is necessary to emboss, work on conciseness, the presentation of information and always be sincere.
You also need to know the structural tags and use them wisely.
Obtain certification in web writing skills
The writing skills required to write on the web require a good level of technicality.
This can be recognized by a certificate of competence. It is useful to specify that this type of certificate is obviously a plus on your CV, but it is not mandatory to practice.
Diploma or not, it’s up to you to choose what you think is essential for you.
However, good training gives you the knowledge necessary to perform and learn the basics of web writing and Content Marketing.
Enough to launch you serenely and well prepared in your new career!
If you opt for training in web professions and more specifically in the field of Content Marketing, Sunshine can support you in your project.
Practice setting up a Content Marketing blog
Apply to yourself what you advise to apply to others.
This maxim should become your mantra when you get started.
Because it is the best proof to your future customers that you are qualified.
It works for you! What better proof than that?
Another reason to practice, practice, practice through a blog, is quite simply that this site will serve as a showcase for your services.
You master your subject, you give relevant advice… no doubt, you are truly a professional.
Concretely, how are you going to go about it?
- Target your readers by developing your persona (s),
- Build your editorial calendar,
- Create your content and publish, share, broadcast…
A little extra tip: write at least 5 articles before you start publishing. This way, you deal with contingencies and have backup content on hand to keep up with the expected pace of publication.
Practice will also show you if you take pleasure in the job.
You May Also Like: Are Your Articles Still Up To Date? Some Tips For Content Analysis
Familiarize yourself with SEO and keywords
If you have taken SEO web writing training, in principle, for this step you will be in the deepening techniques phase.
If you have trained as an autodidact, this phase can be an opportunity to consolidate your bases and to make sure that you are not on the wrong track.
A keyword, finally, what is it?
It’s a word that has good potential for monthly searches.
In other words, your customers often type this word into Google to find businesses like you.
So, to choose your keyword, you will help yourself:
- Monthly search volume,
- Relevance to your target,
- Competition on this keyword.
Don’t panic, there are some very good tools to do this analysis.
Once your keywords have been chosen, all you have to do is place them wisely in your content.
And that’s all? Well no.
Before definitively stopping your choice, it will be necessary to make sure that the chosen keyword corresponds well to the research intention of the Net surfers.
Is search intent not speaking to you?
An example! If I say the word “apple” to you, what am I thinking of?
- Am I looking for a recipe with apples?
- Am I looking for the time to harvest the apples?
- Where else does the apple grow?
- Unless I’m thinking of Apple!
Hard to say it like that, right?
But you need to know because you chose this keyword with the idea of writing an applesauce recipe for your site.
So, Holmes, how do you spot search intent and be sure that the keyword you choose matches the search intent?
Well, my dear Watson, a quick and easy way to check it out is to type your chosen keyword into google and see the top search results.
If the articles match the topic I wanted to cover, that means I picked the right keyword.
But the choice of a keyword does not stop there.
And the editorial strategy in all of this?
You still have to determine according to your editorial strategy, if you want to bet on the keyword “short tail” and very competitive or on a keyword of the “long tail” significantly less competitive (and less sought after too).
In short, all of this is analyzed, weighed, and prepared before writing.
Perform relevant research on any topic
Difficult to write on topics if you don’t know them.
In your freelance career, you may be required to work for a ready-to-wear, real estate, insurance, 3D printer site, etc.
You, therefore, need to know where to look for the right information to deliver reliable and relevant content to your target market and to products and services.
For this, you have several methods at your disposal:
- The Google search bar: of course, by typing in the general theme, you get several articles that deal with different aspects of the subject. On the other hand, do not limit yourself to the first results. Also, look at the related search suggestions.
- Forums: what better way to soak up the atmosphere of a theme than to read and discuss with enthusiasts of the subject (the potential target?). Not only will you see the questions that your personas are asking, but in addition, you immerse yourself in its vocabulary.
- Information monitoring tools: they alert you and compile the best articles on the subjects that interest you.
And how to compile it all?
Well, you have different Pocket, Evernote, and even Google Keep tools that are really handy for pinning web pages and categorizing sources.
Learn how to build popular types of content
There are different kinds of popular articles that work very well.
Among them, in addition to white papers, the expert’s highlight above all:
- The article in the form of a list: for example, 10 tips to boost your SEO. With this type of article, Internet users have clear visual and easily accessible information.
- The article “how”: eg “C ow repair a leaking shower?”. The article “how” is a very detailed tutorial that can be used immediately. Internet users, therefore, find a user manual to answer their questions.
- The pillar pages (or cornerstone): these are ultra complete and very detailed articles (like the one you are reading now) that deal with a subject in its entirety. Therefore, you must choose a very broad subject.
The content of the content is important, but also the form.
To make your article attractive, it is necessary to follow the following practices:
- Use the Hn structure wisely to clarify the visual aspect,
- Embellish the article with explicit photos,
- Make links to sources of interest to the reader,
- And get links pointing to the content.
The recipe is complete, all you have to do is publish it…
Develop your Personal Branding and your network
Your blog on Content Marketing is operational.
You post and get regular visits. Well done!
This is the first step in getting noticed on the web.
The more traffic you get, the more your reputation will grow.
But is this really enough?
The answer is no.
You still have to work on various essential points to develop yourself:
- Take care of the design of your website and the UX: your site is your showcase, never forget it. For your graphic charter, the rule is 3 colors for an optimal rendering. You will also find them in your logo. Plan a clear and efficient menu so that your visitors can easily navigate the site. Make categories to make them even easier to find. In short… make it easier for them to find what they are looking for without having to search.
- Ensure a regular presence on social networks: be active. The little extra tip: don’t just share your own content. Take an interest in other people’s content and instead think about sharing what you think is interesting for your target audience… even if you haven’t written it. Put yourself in a logic of information sharing, discussion rather than sales. Take part in group discussions… In short, show your expertise.
- Share your achievements: have you obtained a certification in web content writing skills? Say it! Your main client has re-signed a contract with you! Share the good news with your network. In short, involve your network in your small and large victories, your successes, your freelance life.
Land your first Content Marketing assignment
When you start in Content Marketing, you will apply for different assignments mainly revolving around content creation at first.
For that, you have different places where to look for your famous first customer:
- Platforms for connecting freelancers and clients,
- LinkedIn: The first B2B communication network,
- Your own network…
If you are looking for a salaried position, look instead towards content strategist or editorial manager positions.
To do this, consult the list of classifieds on the various job search sites.
Rise through the ranks and develop your career
I have said it over and over again in this article.
What makes the interest of a career in Content Marketing is also the fact that the possibilities of development are multiple.
If you want to develop yourself and also improve your remuneration after a few years of experience, several options are still available to you:
- Specialize in a specific field,
- Train you on more specialized skills,
- Apply for management positions in Content Marketing…
All you have to do is choose your route to achieve this result.
Conclusion on the interest of a career in Content Marketing
Choosing a career in Content Marketing is choosing a lucrative and rewarding profession from every point of view.
Even if you are completely new to marketing and digital, you can build your professional future and retrain yourself in a very interesting field.
Yours Sincerely, Devansh Pathak.
What are the different professions of Content Marketing?
Direct marketing has not completely disappeared. But its sometimes too intrusive side has allowed the emergence of different marketing, oriented on Content. Inbound Marketing, in which content is king, has led to the emergence of new professions such as web content writer, content manager, content strategist, content marketing manager, and director of content marketing.
What salary for which content marketing position?
Given the recent arrival of Content Marketing positions on the job market, the salary range is not yet well defined. But you can count on an annual salary from $24,000 for a web content writer, $38,000 for a content manager, $40,000 for a content strategist, $70,000 for a content marketing manager, and $80,000 for a Marketing Director. of Content.
How to start your career in Digital Marketing?
You must familiarize yourself with the web and inbound marketing, hone your writing skills, if possible obtain certification in web writing, practice by setting up a Content Marketing blog that will become your portfolio, master SEO and words- keys, carry out relevant research on any topic, learn how to build popular types of content, develop your personal branding and your notoriety, land your first mission in one of the basic professions of Content Marketing and climb the ladder in order to develop your career…