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Content Marketing
We can trace the origins of content marketing back to 1895, with a magazine pub-
lished by John Deere called The Furrow. It served to educate farmers on how to
increase profits, and threw in some nice pictures of the latest in farming machin-
ery for good measure. It’s still in publication today, which speaks to the staying
power of this particular skill set.
Using content as a digital marketing strategy is a deep well of career development.
Not only are skills needed to create and distribute engaging content across a variety
of platforms, but that content must be designed to attract a specific target audience
and drive people to take a measurable action (like buying a tractor, for example). The
digital marketing space hosts a wide variety of content types: blog posts that serve
to segment potential audiences; podcasts that educate and create brand awareness;
social media updates; infographics; and even e-books that introduce people to your
company and offers. It doesn’t stop there, either. Content creators also create edu-
cational resources, surveys, and webinars that help prospects evaluate their choices.
Content creators identify and broadcast customer stories and put together spec
sheets that push prospects over the edge and help them decide to purchase.
Now imagine all those different pieces of content working together to guide
someone from introduction to sale. These efforts all fall within the realm of con-
tent marketing, which amounts to strategically creating stellar resources that
turn someone who has never heard of your company or products into a buyer and
brand evangelist. If you can grab hold of content marketing as a skill set, you have
a growing opportunity to apply yourself in any number of opportunities in the
digital marketing space.
Brand journalist
Brand journalists, sometimes referred to as corporate reporters, specialize in pro-
ducing a variety of multimedia that communicates brand value to a company’s
customers. Think of it as an in-house news operation — but that news is used as
another way to generate leads and sales. For example, brand journalists often look
for stories on how customers use a company’s products and tell that story in
engaging ways to convert leads into buyers.
Managing editor
Managing editor is another trending career option for the aspiring content mar-
keter. As with brand journalists, managing editors handle the day-to-day story-
telling of a company. Although managing editors aren’t always the primary source
of the content produced, they handle the scheduling, publication, and overall con-
sistency of a company’s content marketing efforts. You can often find them hunt-
ing down writers for blog posts or securing guests for podcast interviews.
This means that managing editors are highly organized. Projects, people, and
deadlines: A managing editor has to juggle all three. Managing editors also need
to possess a high degree of adaptability. Sometimes writers miss their deadlines
or articles get nixed; a great managing editor has to be able to handle last-minute
changes. Content marketers in this position also often deal with other content
creators outside the organization, so clearly communicating a company’s content
goals to outside parties is a necessity. A managing editor can expect to make
between $55,000 and $102,000 annually.
Content marketing manager
Content marketing managers serve as leaders of a company’s content team and
make sure that all of the content assets are in line with the overall marketing
strategy. They are responsible for content management, design approval, devel-
oping resources, and audience development.
These content marketers are highly creative — they don’t just focus on the sci-
ence of content marketing but also put their creative minds to work in filling
content gaps and repurposing successful content to new platforms. As leaders,
they head up the company’s content team, delegating and prioritizing tasks across
multiple roles and positions. Because those tasks typically include a start and end
date, experience in project management is also needed to succeed in this role.
Content marketing managers typically earn from $72,000 to $133,000 a year.
Media Buying and Traffic Acquisition
Buying traffic is a vital part of a marketing strategy because paid traffic is a reli-
able and plentiful traffic source for your offers. Pretty important stuff. If you know
how to make a business profitable, your skill set is highly desirable. Media buyers,
in short, negotiate, purchase, and monitor advertisements, and in the digital
marketing space, that means knowing how to generate the most leads and sales at
the best possible price.
Search Marketing
Search engine optimization (SEO) isn’t dead, but it has changed. Thanks to
Google’s Panda and Penguin algorithm updates, the old rules of SEO no longer
apply. Today, to get ranked (and stay ranked), site owners need to emphasize user
experience over traditional variables such as links and keyword density.
Marketers who specialize in SEO know how to create and implement search mar-
keting campaigns that move the needle for their company. They understand that
search should be optimized for mobile use, and they know how to optimize con-
tent for a wide variety of search engines, from Google and Bing to YouTube and
Google Maps. They embrace the technical side of marketing and employ tech-
niques that stay within the search engines’ terms of service to increase return on
investment through search strategies.
Social Media Marketing
Social media marketing is one of the most in-demand skill sets for organizations
seeking to implement digital marketing strategies. Since skyrocketing to popular-
ity in the early 2000s, social media has evolved into an unstoppable force that
companies have harnessed to drive brand awareness and website traffic, generate
leads and sales, and connect directly with their audience.
Video Marketing and Production
Video marketing is a niche of content marketing strategy, but make no mistake —
nothing tells a story quite like a video, and companies know it. That’s why video
marketing is a specialized skill that will never go out of style, because nothing
tells a story quite like showing a story. New features like YouTube Cards and Face-
book Video make video more engaging and accessible than ever.
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