The term ‘content marketer’ refers to a person who is tasked with the planning, creating and sharing of valuable content. This is done in order attract and convert:
- Prospects into customers, as well as
- Customers into repeat buyers.
The genre of content the content marketer shares depends on what the company is selling as the content that is shared must be relevant to these products and/or services. The content marketer educates people so that they know, like and trust the company enough to do business with them.
What’s involved in a content marketer’s job?
A content marketer’s job is about so much more than just posting a sporadic blog post that has a flashy title. It is a content marketer’s responsibility to put together an editorial calendar that could include, for example:
- Case studies,
- White papers,
- Presentations, and
- Web copy.
All of those formats of communication are distributes across various channels and platforms such as:
- Organic search,
- Facebook, and
- Industry publications.
Follow these simple steps to put together a content calendar:
- Brainstorm types of content which fits your brand persona and niche.
- Create a content calendar for 1 to 6 months.
- Test content before adding it to your calendar.
- Don’t rely on your content calendar completely. Make sure that you check up on current trends to take advantage of news stories
Content marketers have to orientate their content towards various audiences who are at different points in their journey towards completing a purchase. They have to work closely together with the organic as well as paid digital marketing teams to make sure that their content gets found by the right people.
The job of a content marketer requires in-depth knowledge of the behaviours of their audience.:
- What do they worry about?
- How do they perform searches for content?
- What makes them open an article?
- Will they see value in what I write?
In other words, the content marketer needs to put together an audience persona. This is a fictional character (based on real data and market research) who characterises a segment of a target audience. The intention is that when you can identify a real person to create content (or services and products) for, you’ll be able to meet their needs much better.
After answering these questions, developing your audience personal and developing the content, content marketers still need to be able to measure how the manner in which content performs. Based on these learnings they need to plan ways to iterate and improve. This means that the content marketer needs to track clicks, bounces, social shares, lead gen metrics as well as sales metrics at each touchpoint the business has with the customer.
The number one thing that a content marketer looks for is return on investment (ROI). Is the content assisting with acquiring more customers and converting them? If a content marketer can respond to this question with a “yes,” they’re what they need to do right. They’re gathering clicks from the right users. In addition, they are demonstrating how relevant content can acquire as well as advance potential customers towards a sale.