Let me tell you my story…
I started my career as a journalist before moving into PR, copywriting and finally, content marketing. Needless to say I’ve picked up a few friends along the way and every time I get talking to them about their careers I hear the same things, ‘I don’t get paid enough’, ‘There are no jobs’, ‘I’m working in a dying industry’ and ‘It’s impossible to move up and make a name for myself.’ And every single time I tell them – make the move to content marketing. It’s the best thing I ever did!
1. Because Journalists Make Great Content Marketers (Says Harvard Business Review):
The first and very important point? A recent Harvard Business Review article says journalists are best suited to become content marketers. The author says, ‘trained journalists and writers are in the best position to synthesise information, capture a reader’s attention, and uphold a critical editorial standard.’ Amen to that.
2. Because You’ve Already Got These Skills (Pop Them On Your LinkedIn Profile):
You need a mixture of three things – to learn the art of content marketing, to practice the art and to show real results for your efforts. I’ve broken them out into three phases for illustrative purposes but, as always, it’s best to practice as you learn.
Phase 1 – Identify Your Skills Gap
Okay now it’s time to really enhance your CV. First you’ll need to identify the skillsets you’re missing and those you’re lacking in. Then you can set about mastering them.
Some skills you’re lacking will most likely include:
Hot Tip: For a comprehensive overview of the most important skills you need, check out this post,
Occasionally content marketing job descriptions may ask for the following also:
Phase 2 – Learn (Everything You Can)
My Favourite Content Marketing Blogs to Read:
How to Discover Top Content Marketing Posts:
Use a tool like BuzzSumo to help you discover the latest and most popular content marketing posts (Top Content section) and the most popular content marketing influencers in the industry (Influencers section).
Follow Content Marketing Influencers:
Follow content marketing brands and your favourite influencers on Twitter and LinkedIn so you can easily keep up to date with industry news and best practice tips.
Some of my Favourite Content Marketing Influencers Include:
Courses to Help You Learn Relevant Content Marketing Skills:
Learn the Art of Inbound Marketing:
Take the HubSpot Inbound Certification course and exam to learn how to master blogging, social media, optimise your site for search engines, get your content found and more.
Learn the Art of Reporting:
Learn how to use Google Analytics to track your content marketing and digital marketing efforts with the Google Analytics Academy resources and complete the Google Analytics exam.
Get Certified in Digital Marketing:
Earn a Professional Diploma, Specialist Professional Diploma, Postgraduate Diploma or Masters Degree in Digital Marketing from – yep you guessed it – us. All course information is available here.
Phase 3 – Practice the Art of Content Marketing
1. Set up Your Own Blog
One of the best ways to practice your content marketing is to set up your own blog and begin writing. You can then create tactics to gather a following, learn how to distribute your content and measure your results. You can set up your own WordPress blog here and choose your preferred theme and plugins.
2. Set Up Goal Tracking & Learn How to Measure
Simply check out this blog post ‘How to Measure & Optimise Your Digital Marketing Campaigns With Google Analytics’ to learn how to set up goal tracking on your own blog.
3. Use Social Media to Distribute Your Content
Make sure you have an account set up on Twitter, Facebook and LinkedIn. If you have a personal Facebook account you might risk annoying your friends by posting your content. However, Twitter and LinkedIn are the perfect business focused platforms to help you get your content found by the right, influential people.
Hot Tip: Read this blog post, Master Content Distribution: Get Your Content Prize in Front of the Right Eyes’ to help your content marketing reach the right audience and volume of people.
4. Track Your Results
Track your content marketing results using a tool like Google Analytics. Some metrics you’ll want to measure that will indicate how successful your content marketing efforts have been include blog traffic, sources (where your traffic came from, e.g. social media) and leads generated (you can set these up as specified goals).
5. Guest Blog About Content Marketing
One of the best ways I learn about something is through writing about it. That’s why I always choose my subject matter carefully and make sure I can learn from it. Try guest posting to help you reach a wider audience and get in front of people who matter in the content marketing industry. Guest posting opportunities are endless. However, some sites are harder to get published on that others (but these are the one’s that are worth trying to get published on).
Some of the More Prestigious Sites Include:
Hot Tip: Check out this blog post, ‘The Ultimate Guide For Guest Blogging in 2015’ to help you get your blog post accepted.
Best of luck with your content marketing career!