In this hyper-connected, digitally driven and increasingly mobile age, the consumer is very much in the driving seat – and to engage, inspire and earn the long-term loyalty of your target audience, producing and delivering the right content to the right people at the right time and though the right channels is essential.
While it may once have been considered an industry buzz phrase, now more than ever content is king. This is why the ability to conjure, create, produce, edit and deliver engaging, inspiring, personalized content offers great professional rewards.
To put the power and importance of content marketing into perspective, here are some key insights to take note of:
Content marketing is a pivotal part of any modern business’s promotional arsenal, and if you have the skillset, passion, creativity and niche expertise, a content-based career path can prove to be particularly rewarding, both in a personal and financial sense.
We’ve previously offered you an insight into the career path for search marketing and social media marketing. Now we’re going to explain how to tread the interesting, fast-paced and continually evolving career path of a content marketer. We’ll take you through the various roles, beginning with that of content editor.
Any brand worth its salt has a recognizable tone of voice, a unique style and consistently produces the kind of content that its target audience craves. Content should be inspiring, innovative, thought-leading and digestible in order to be effective and successful. It should also be free from formatting issues, grammatical errors or typos. This is all largely down to the content editor.
As a content editor, your role is demanding, all-encompassing and comes with a very steep learning curve. Not only will you be responsible for helping your team create content ideas, write and produce the content and proofread various pieces of content to implement style, tone, professionalism and consistency, you will also need to understand how to use data to your advantage.
Much like any role within the digital marketing sphere, this role can change and shift according to new industry trends and technologies, but here are some of the core responsibilities of a content editor:
Taking that next step up the content marketing ladder often takes between two and three years, as there are many skills, methods and processes to master with confidence.
During your time as a content editor, playing an active, collaborative role concerning content creation and making your voice heard in campaign meetings will help your creativity to shine through. Moreover, conducting all of your activities with due diligence, remaining consistent and taking the time to research emerging industry trends will also help to accelerate your progress.
As a content manager, not only will you need to continue developing the core skills you’ve acquired as a content editor, you’ll also be responsible for adopting a strong leadership role.
In addition to writing, producing and developing content, proofreading and editing the work of others and using analytical tools to make data-driven strategic decisions, you’ll be largely responsible for leading campaign strategy while helping to enhance the skills of those within your team.
To give you a clearer indication of what will be expected of you as a content manager, here are the key responsibilities explained:
Not all great content managers will progress to the head of the department, but with a winning mindset as well as a big work ethic and an endless supply of creativity (and energy), it’s a tangible possibility.
To give yourself a competitive edge over others and accelerate your career, you should aim to lead a consistent string of demonstrably successful content marketing campaigns while showcasing your creativity on a regular basis. Moreover, if you can get yourself some high-profile guest writing spots, writing on marketing topics, you could establish yourself as a thought leader, meaning that you will be a more desirable candidate for head of content.
Making it to the head of content is no easy feat, but providing you have the passion, the experience, the confidence and the skillset, the rewards can be great.
As head of the department, the evolution, growth and health of the company’s content marketing efforts will rest on your shoulders. Colleagues will look to you, your creativity and your ability to look at the bigger picture to establish long-term success for your company or brand.
That said, you will work closely with your content manager, or managers, to develop your strategic direction and initiatives, while leading the business’s various content marketing campaigns, strategies and overall content from an executive level.
You’ll be in charge of formulating strategies that optimize the organization’s content marketing communications, while working with other heads of departments to deliver key campaigns, while allocating data-driven targets and marketing budgets to your content managers.
As the content director, your main area of focus will be leadership, collaboration, communication and driving innovation based on emerging technologies and industry trends. You will need to scale, evolve, develop and boost the brand’s content marketing initiatives, success and ROI. It’s a very important role with a big level of responsibility.
On top of the plethora of skills you will have acquired as a content editor and manager, here are some of the other skills you’ll need to succeed as the head of content:
Being the head of content marketing work is a stressful, demanding role that comes with a great deal of responsibility, but if you’re passionate about content marketing, you’re creative and you’ve gained the experience you need from your career journey, you can rise to the challenge.
If you become the head of content and you want to progress even further, you can go one more step and set your sights on the head of digital marketing position.