What’s a Content Marketer? Exploring Skills, Roles, and Salaries

What’s a Content Marketer? Exploring Skills, Roles, and Salaries


So that you wish to be a content material marketer? Or maybe you wish to rent one? Effectively, strap your self in for the total lowdown on this thrilling business. 

Content material advertising and marketing relies on creating, publishing, and distributing content material to a particular audience. On-line content material entrepreneurs are the individuals who assist plan, create, and publish this content material. 

We explored the important expertise and tasks of content material entrepreneurs, together with job titles and salaries. To try this, we analyzed 10,000 content material jobs listed on Certainly.com. Learn on to be taught extra.

What Is Content material Advertising and marketing?

Content marketing is the observe of attracting a related viewers to an internet site or weblog. That is achieved via invaluable, actionable info or insights. 

Encouraging potential purchasers to interact along with your content material—for instance, by signing up for mailing lists or downloading guides—drives them nearer to a sale.

The aim of content material advertising and marketing is to construct a powerful relationship along with your audience. Content material ought to handle their wants and pursuits quite than merely selling your services or products. 

What Is a Content material Marketer?

A content material marketer is an individual who plans, researches, creates, distributes, and analyzes content material with the goal of attracting and fascinating potential prospects. They sometimes create weblog posts, how-to guides, movies, infographics, white papers, and extra.

Relying on their expertise, content material entrepreneurs can also be anticipated to conduct market analysis and analyze content performance.

On the similar time, they’ll have to develop content calendars and carry out different duties.

Content material Advertising and marketing Roles

In digital advertising and marketing, there are various totally different folks working behind the scenes. 

The next is an inventory of the commonest roles inside the content material advertising and marketing business. 

The checklist is organized from probably the most junior to most senior positions and knowledgeable by Semrush’s State of Content Marketing: 2023 Global Report.

Content marketing job roles types

Now let’s discover a few of the job descriptions in additional depth!

1. Content material strategist

Content material strategists have a transparent overview and understanding of a model’s objectives, messaging, and values. 

They develop a content material technique that’s aligned with the overarching enterprise targets and oversee its implementation. 

Finally, they attempt to carry worth to their viewers, drive certified results in the web site or weblog, and assist different content material specialists meet conversion targets. 

2. Content material creator

Content material creators are liable for producing an enormous vary of content material sorts, from social media posts, video scripts, and long-form articles to guides, emails, downloadable content material, and extra. 

Their day-to-day work entails researching and writing participating, correct, and invaluable content material for particular audiences. 

In addition they analyze, replace, and repurpose content material for different channels. 

Content material creators will need to have a strong understanding of the mediums they’re writing for, together with the codecs and the viewers. 

3. Copywriter

Copywriters create written content material that’s designed to influence, have interaction, and inspire the audience to take specific actions. 

They could work in a wide range of settings, together with promoting businesses, advertising and marketing companies, or freelancing. 

Copywriters produce written content material for all method of mediums. These embrace print advertisements, brochures, web sites, e-mail advertising and marketing campaigns, and extra. 

Key copywriting expertise embrace glorious writing and communication expertise, creativity, and the power to work with tight deadlines. 

4. Head of Content material Advertising and marketing / Director (or VP) of Content material Advertising and marketing 

The Head of Content material Advertising and marketing holds a senior place. 

They’re liable for overseeing the event and execution of the content material advertising and marketing technique and handle a group of content material creators. 

In addition they make certain the corporate’s content material aligns with the general advertising and marketing and enterprise objectives. 

They play a vital function in driving model consciousness and producing leads. This could possibly be for their very own firm or for a variety of purchasers if they’re working for an company. 

Key Abilities for Content material Entrepreneurs 

You want to have the ability to make use of all method of expertise. In response to our analysis, these are the highest expertise required by content material entrepreneurs in non-senior positions:

Top marketing skills for non senior content marketing positions: Writing, Video, Analytics, SEO and Copywriting, and more

Right here’s a breakdown of a few of these expertise:

  • Writing – This can be a key ability for almost each marketer. Even professionals producing video and different visible content material must be useful wordsmiths, corresponding to when writing captions.
  • Analytics – These problem-solving expertise assist entrepreneurs make sense of knowledge and develop inventive options based mostly on their findings. 
  • Video Video is an increasingly vital skill as social media platforms develop into extra video-heavy. Realizing easy methods to shoot and edit video on a cellphone is a superb ability for social media entrepreneurs. 
  • website positioning – Realizing easy methods to use Search Engine Optimization is vital for pushing content material larger up the search engine outcomes pages. Finally, website positioning content material drives larger ranges of certified site visitors.
  • Content material technique – Vital for creating content material calendars and growing long-term concepts for driving campaigns ahead. You may learn extra about content marketing strategy here.
  • Storytelling – With out this, even the most effective marketer will battle to maintain audiences engaged. Storytelling is a crucial ability for making compelling content material. 
  • Content material administration – This can be a high ability for content material advertising and marketing leaders. With the ability to assemble a group and handle content material move is a crucial a part of main campaigns from the entrance. 

What Does a Content material Marketer Do?

A content material marketer is usually liable for planning, creating, distributing, and analyzing content material for a enterprise’s web site and social media profiles.

Listed here are a few of the high tasks of non-senior content material entrepreneurs, in response to our analysis:

Top responsibilities for non senior content marketing positions: Managing social media, content planning, marketing campaigns, collaboration, and more

Senior content material advertising and marketing positions share a number of similarities whereas being extra targeted on the administration and technique aspect of issues. 

Top responsibilities for senior content marketing positions: content strategy, managing teams, team collaboration, and more

Let’s have a better have a look at a few of the normal content material advertising and marketing tasks:

Analysis is an important job. For any given subject they produce content material for, entrepreneurs will need to have a deep understanding of that product or business. 

Content material entrepreneurs also needs to have a deep understanding of their viewers and the competitive landscape.

Content material entrepreneurs create a roadmap that aligns with overarching enterprise targets and ensures all content material advertising and marketing efforts have a course and meet key efficiency indicators. 

  • Content material promotion and distribution

Entrepreneurs should focus on the technique they are going to use for selling any given piece of content material. This implies sitting down with numerous groups to ensure the article, video, or publish reaches the most important attainable viewers. 

Linked to technique, planning is extra targeted on the when and the place of launching specific items of content material. This may embrace making a content material calendar that appears weeks, months, or years upfront. 

Content material creation entails writing or manufacturing of the content material that will probably be used within the advertising and marketing marketing campaign. It would embrace writing optimized blogs or producing social media content campaigns, for instance. 

Everybody wants an editor. Fairly often, extra senior content material advertising and marketing professionals will edit and proof the work of extra junior members or of content material creators and copywriters. This can be a nice time for extra skilled group members to educate their youthful colleagues. 

A content audit is when entrepreneurs evaluate how efficient a given content material technique has been. By reviewing a weblog, social channel, or search marketing campaign, content material entrepreneurs can see what actually linked with audiences and drove engagement. 

  • Analytics and efficiency

Entrepreneurs should additionally analyze and evaluate the efficiency of content material. This implies reviewing knowledge to see when posts carried out greatest, and attempting to duplicate these patterns in future campaigns.

On the similar time, analytics seems to be on the total outcomes, exploring the true variety of conversions (leads, purchases, and different vital metrics) generated by your content material.

Speaking throughout groups is significant for content material entrepreneurs, who usually develop into coordinators for the broader firm. As an example, you should make certain your content material calendar is aligned with model and product campaigns. 

How you can Develop into a Content material Marketer

There are many totally different routes into content material advertising and marketing.

However a background in writing or classical advertising and marketing can lay sturdy foundations for a profitable profession. 

  • Turning into an In-Home Content material Marketer

If you wish to work in-house, you may want a minimum of an undergraduate diploma. This could possibly be in advertising and marketing, English, journalism, or communications. 

An entry-level job will imply working as half of a bigger group as you be taught the ropes. 

Search for positions titled “Content material Advertising and marketing Specialist,” “Content material Advertising and marketing Intern,” “Junior Content material Marketer,” and many others.

Indeed.com - content marketing job posting example

It’s additionally completely attainable to maneuver from a extra normal advertising and marketing or copywriting function to turning into a content material marketer.

As your profession progresses, you’ll have to ensure you have each a inventive and a strategic ability set. 

In different phrases, the content material entrepreneurs which can be most in demand can each create nice content material and ensure it generates real-life enterprise outcomes.

  • Turning into a Freelance Content material Marketer

Beginning out as a freelancer would require some expertise and contacts. It most likely isn’t the best choice for a whole beginner. 

Freelance content material advertising and marketing is commonly a vacation spot for former journalists, copywriters, and PR professionals who wish to work for themselves. 

You’ll want the identical expertise as an in-house content material marketer. You’ll additionally should have a contacts e-book stuffed with commissioning editors. 

You too can try platforms like MarketerHire, Freelancer.com, and Upwork

  • Transferring Up the Content material Advertising and marketing Profession Ladder

The content material advertising and marketing profession path could be a difficult one, as this can be a comparatively new career. 

It’s fairly frequent to see normal advertising and marketing managers carry out content material advertising and marketing capabilities—particularly in smaller firms.

Nonetheless, this development is altering, and also you’ll see extra companies hiring specialised content material entrepreneurs. 

Typically talking, it’s a greater technique since content material advertising and marketing requires loads of effort and dedication to be efficient.

As you progress in your profession, you may transfer from being predominantly a content material author to managing different writers and even managing groups of content material strategists, content material producers, and many others.

To get a administration function, it’s key which you can create nice content material and guarantee content material advertising and marketing generates income for the corporate.

Present Me the Cash: How A lot Do Content material Entrepreneurs Earn?

Relying on expertise and the dimensions of the corporate they work for, on-line content material entrepreneurs could make good salaries. 

In response to our analysis, common senior content material advertising and marketing salaries in america can hit $109,000 per yr.

Common salaries for non-management are available in at round $62,000. 


In response to the careers web site Glassdoor, the typical content material advertising and marketing wage in the UK is simply over £35,000 per yr. 

This may rise considerably as folks climb the profession ladder. 

In London, the typical wage for a Content material Director is just below £86,000. 

Wrapping Up

Content material advertising and marketing could be a very rewarding profession for individuals who love to mix creativity with strategic, analytical work. 

Individuals with a love of storytelling and communication can go far on this business. It additionally gives plenty of choices to diversify and develop professionally. 

Keep in mind that content material advertising and marketing itself is the artwork of constructing sturdy relationships along with your audience. There are a number of disciplines and techniques to make use of.

With time and expertise, good content material entrepreneurs can go on to earn six-figure salaries. That’s fairly good for a job that’s famed for its versatile working preparations. 

Wish to get a greater thought of what’s occurring within the content material advertising and marketing business? Be sure that to obtain and skim our free report!


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