What Is a Content Marketer & What Do They Do?

Did you know that 70% of marketers invest in content marketing? This statistic highlights the crucial role played by content marketers in today’s digital landscape. They are the driving force behind a brand’s online visibility and reputation, wearing multiple hats and possessing a deep understanding of effective content creation and distribution strategies. But what is a content marketer exactly, and what do they do?

A content marketer is a multidimensional professional who operates at the intersection of creativity, strategy, and market analysis. Their role is vast, from crafting compelling content and identifying potential keywords to developing content calendars. They ensure brand consistency while adapting to market changes and collaborating with cross-functional teams.

Responsibilities include tracking performance, making data-driven decisions, and maintaining brand consistency. This article offers an in-depth look at a content marketer’s extensive scope of work and the dynamic nature of their role.

Responsibilities and Roles

Content Creation

A content marketer’s job revolves around producing high-quality content. This includes writing engaging blog posts, creating eye-catching graphics, and producing compelling videos. Their aim? To capture the attention of potential customers and convert prospects into repeat buyers.

Keyword Research and Topic Ideation

Content marketers use tools like Google Analytics to identify trending topics and keywords relevant to their business goals. These keywords guide content creation, ensuring it ranks high on search engines and meets user intent.

Managing Calendars and Timelines

Consistent content is key to a successful content marketing strategy. The content marketing manager manages editorial calendars to ensure regular content distribution across various social media platforms and email campaigns.

Distribution and Promotion Strategies

Content marketers don’t just create content but strategize on how best to distribute it. They identify the right audience and choose the most effective social channels for content promotion.

Tracking Analytics and Making Data-Driven Decisions

Every content marketer needs a firm grasp of data analytics. They track key performance indicators (KPIs) to measure the success of their content marketing efforts and make informed decisions based on these insights.

Essential Skills for a Successful Content Marketer

To thrive in the dynamic field of content marketing, you need to master a unique blend of skills.

Understanding of SEO and Digital Marketing

A solid grasp of SEO(search engine optimization) and digital marketing forms the backbone of effective content marketing. Content marketers must understand how to optimize their content for search engines to ensure it reaches the right audience. This includes keyword research, understanding search engine algorithms, and staying up-to-date with SEO trends.

Proficiency in Content Creation and Repurposing

Content creation goes beyond writing; it involves crafting engaging, valuable content that resonates with your audience. But that’s not all. A proficient content marketer can repurpose content for different platforms to extend its reach and lifespan. As revealed by LookBookHQ, 60% of marketers reuse content 2-5 times, transforming a single piece into ‘snackable’ content suitable for various platforms.

Ability to Analyze Content Performance

Finally, the ability to analyze content performance is crucial. This involves using analytics tools to measure the success of your content marketing efforts, identify areas for improvement, and make data-driven decisions.


SEO and Content Optimization

  1. On-page Optimization Best Practices: Content marketers ensure that each piece of content is optimized for search engines. This includes using meta tags, formatting content effectively, and incorporating keywords naturally.
  2. Metadata, Tags, Formatting Content Effectively: Metadata and tags play a significant role in search engine marketing. Marketers use these tools to ensure the content is easily discoverable and ranks high on search engine results.
  3. Promoting Content for Better Indexing: A good marketer knows the importance of promoting their content. This can involve leveraging social media posts, email marketing campaigns, and even paid search strategies to increase visibility.
  4. Quality Backlinks and Internal Link Building: One of the essential skills for a marketer is the ability to build quality backlinks. They also focus on internal link building within their website to improve organic search rankings.

Distribution and Promotion

A content marketer is not only a creator but also a strategist. They understand that creating high-quality content is just the first step in a larger content marketing strategy. The next crucial step is distributing and promoting this content.

  • Coordinating Distribution on Site/Social Media: A content marketer utilizes various platforms to distribute content effectively. They maintain a content calendar, ensuring consistent content distribution across channels such as the website, social media platforms like Facebook, Instagram, LinkedIn, and Twitter, and email campaigns. The goal is to reach the target audience wherever they are online.
  • Pitching Placements to Other Sites/Publications: Beyond their platforms, content marketers pitch their content to other sites and publications. This is a critical part of search engine marketing, as it can result in valuable backlinks that improve organic search rankings. They create engaging content that other sites want to share, thus expanding their reach.
  • Analyzing Traffic Sources and Trends: Data analytics is vital to a content marketer’s job. They use analytics software and tools like Google Analytics to track key performance indicators (KPIs) and analyze traffic sources and trends. This insight helps them understand which content resonates with their audience, the best times for distributing content, and which channels drive the most engagement.


Building Relationships with Influencers & Partners

A successful marketer knows the importance of building relationships. They work closely with influencers and partners to amplify their social media marketing efforts.

  • Identify and Connect with Industry Experts: Content marketers identify industry experts who align with their business goals. They connect with these influencers on social media, at industry events, or through direct outreach. By building relationships with these experts, they can tap into their follower base and expand the reach of their content.
  • Share Content and Explore Collaborative Promotions: Once a relationship is established, content marketers share their content with influencers and explore opportunities for collaborative promotions. This could be in the form of guest blog posts, social media takeovers, or co-hosted webinars.
  • Develop Lasting Partnerships Over Time: Building relationships in content marketing is not a one-time activity but a long game. Marketers aim to develop lasting partnerships that provide consistent benefits over time. They regularly engage with influencers and partners, sharing their latest content, offering mutual support, and exploring new collaboration methods.

Analytics and Performance Tracking

In the realm of content marketing, data is king. Proficient content marketer realizes the significance of monitoring engagement rates as a part of their day-to-day responsibilities. They keep a keen eye on likes, shares, comments, and other interactions on their social media posts and other pieces of content. This allows them to gauge what resonates with their target audience and what falls flat.

Next in line is analyzing conversions and sales impact. The ultimate aim of any marketing strategy is to convert prospects into repeat buyers. Hence, the content marketer assesses how their content influences potential customers’ decisions. Using tools like Google Analytics, they track user journeys from content to conversion, understanding which pieces of content drive sales.

But the work doesn’t stop here. The content marketer takes all of this data and uses it to optimize their strategy.

They answer questions such as: Which types of content are performing best? What pain points does our audience have? How can we better meet our audience’s needs? They use these insights to refine their content strategy, ensuring it aligns with the overall marketing strategy and business goals.

Presenting Reports and Recommendations

A content marketer’s job involves much more than creating and distributing content. They also play a crucial role in communicating insights and presenting reports to the wider marketing team and key stakeholders.

Firstly, they compile metrics and insights into comprehensive presentations. These reports detail everything from engagement rates to conversion statistics, clearly showing the success of content marketing efforts. They don’t just present data; they interpret it, providing context and explaining what the numbers mean for the business.

Next, they identify issues and opportunities. They might notice, for example, that a particular blog post has low engagement rates or that a certain type of content consistently ranks high on search engines. They use these insights to inform their recommendations.

Finally, they suggest new ideas that align with company goals. The content marketer is always thinking ahead, brainstorming ways to repurpose content, reach new audiences, or improve their content’s quality. They don’t just react to trends; they anticipate them, ensuring their content strategy stays one step ahead.


Collaboration and Cross-Functional Work

The role of a content marketer is not siloed; rather, it is deeply woven into the fabric of an organization. They work closely with various teams to seamlessly integrate strategies and goals.

Partnering with Sales, Product, and Creative Teams

A content marketer often partners with sales, product, and creative teams. This collaboration fosters a better understanding of the product or service, the company’s sales objectives, and the creative vision. It helps them create content that resonates with the target audience and aligns with the company’s wider goals.

Participating in Campaign Development

Being part of campaign development is another crucial aspect of a content marketer’s job. They participate in brainstorming sessions, contribute ideas, and play a significant role in shaping marketing campaigns. Their deep understanding of content creation and distribution is useful when devising campaigns that effectively reach and engage potential customers.

Consulting on Content Alignment with Brand Goals

As a content marketing specialist, they also consult on how content aligns with brand goals. They ensure the content stays true to the brand’s voice and style guide while driving the business’ marketing strategy forward.

market trends

Adaptation to Market Trends and Changes

In the ever-evolving digital marketing landscape, adaptation is key. The content marketer must keep their finger on the pulse of market trends and changes, ensuring their content stays relevant and engaging.

A great content marketer is always looking for shifts in interests over time. They monitor social media platforms, search engines, and other sources to identify new trends and changes in user intent. They understand that what worked yesterday may not work today, so they stay open to change and are always ready to pivot their content strategy if needed.

Iteratively realigning content to demand is another integral part of their role. As the market changes, so do the needs and interests of the target audience. The content marketer uses data analytics and key performance indicators to track these changes and realign their content accordingly. They may repurpose content, experiment with new formats, or explore new topics to meet the rising demand.

Content Calendar and Strategy Development

In content marketing, a well-structured content calendar is an essential tool for a content marketer. It’s not just about producing high-quality content; it’s also about strategic planning and release.

Mapping Content Pillars to Stages

The content marketer begins by mapping content pillars to different customer journey stages. Each piece of content is designed with a specific purpose– raising awareness, nurturing leads, or converting prospects into repeat buyers. This approach ensures the content strategy aligns with the overall marketing and business goals.

Planning Releases Across Quarters/Years

The content marketer meticulously plans releases across quarters or years. They schedule posts on their website and social media platforms using an editorial calendar, ensuring a consistent content flow that engages the target audience. They also plan email marketing campaigns to reach their audience directly in their inbox.

Analyzing Competitor Strategies

The content marketer also analyzes competitor strategies to stay ahead in the competitive digital marketing landscape. They keep an eye on what content competitors are creating, how they’re distributing it, and how it’s performing. These insights help them identify gaps in their content strategy and opportunities to outshine competitors.


Brand Consistency and Tone Management

Brand consistency is a key aspect of successful content marketing. A great content marketer understands the importance of maintaining a consistent voice, style, and brand guidelines across all content.

Maintaining Voice, Style, and Guidelines

Whether it’s a blog post, a social media post, or an email campaign, the content marketer ensures that all content adheres to the brand’s voice, style guide, and guidelines. This consistency helps build trust with the target audience and strengthens the brand’s identity.

Ensuring Messaging Aligns with Positioning

The content marketer also ensures that the messaging in each piece of content aligns with the brand’s positioning. They work closely with the marketing team to understand the brand’s unique selling proposition and communicate it effectively through their content.

Using Interactive and Engaging Content for Brand Awareness

The content marketer uses interactive and engaging content to build brand awareness. They understand that consumers crave valuable content that informs and entertains in today’s digital age. They strive to create such content, using everything from infographics to videos to interactive quizzes.

Conclusion: What is a Content Marketer?

A content marketer is a multi-faceted professional who plays a pivotal role in shaping the overall marketing strategy of a business. From creating high-quality content to developing a robust content marketing strategy, their responsibilities extend across the spectrum of digital marketing.

Their job doesn’t stop at content creation. A great content marketer also masters the art of repurposing content, distributing it effectively across various social media platforms, and analyzing content performance using data analytics and key performance indicators.

It’s a role that requires a unique blend of skills, a deep understanding of the digital landscape, and a relentless focus on delivering valuable content that meets the rising demand of an ever-evolving audience. A successful career in content marketing is indeed challenging, but for those who can master these skills, the rewards are well worth the effort.

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