According to statistics from Page Fair, in 2015 the UK saw ad-blocking spike by 82%: great news for the person browsing online, but terrible news for marketers. Most companies relied heavily on paid advertisements to increase brand awareness, forcing savvy marketers to focus on a new trend: content marketing.
As opposed to directly pitching a product or services, content marketing is a specific marketing approach, which focusses on the creation and distribution of valuable and relevant content. The purpose is to attract and retain a target audience that ultimately leads to driving profit.
Content marketing aims to educate audiences, but not specifically about the product or service the company sells. Instead, it will be something consumers want to interact with. In turn, the end-user becomes loyal to the brand: a sign of great content marketing.
Interested in finding out more? Read our insights on why content marketing is a popular career path.
Content marketing provides a range of opportunities
For those looking to get into content marketing, it certainly provides the chance to obtain a wide range of skills. Here are just a few of the tasks that an average content marketer would do on a daily basis:
- Handling Content Management Systems (CMS)
- Image creation
- Video production
- Email newsletters
- Social media management
- Analysing data
It also encourages you to be code-literate. But don’t panic, usually knowing a few techniques in WordPress should be enough.
Candidates with varied skills and experience can apply
Due to its high demand and opportunities for those with varied qualifications and experience, content marketing has become a widely popular career path.
While it’s not an essential, having experience or a degree in journalism or English literature certainly encourages the novelist, editor and journalistic ear that is so often required in content marketing.
And for those that have studied for a degree, you’ll know the importance of research. Content marketing is no exception. Research is a vital asset that adds insight into your work and enables you to write solid content based on facts and figures.
Alternatively, those with a background in media can also utilise their skills, such as video and audio production and apply it to content marketing.
It’s great for social media influencers
Another appeal to content marketing is its distribution. Being a content marketer isn’t just about the creation of good content, but knowing how to effectively distribute it to ensure it achieves maximum engagement.
This means that you need to understand the tools around you to grow and cultivate your content to a wide audience. One tool that has proved hugely successful time and time again is social media.
So a degree may not even be required if you know how to keep fans and followers engaged with informative and personal posts, designed to capture their attention and increase their knowledge.
If you have demonstrable experience in presenting and promoting popular posts along with knowledge in social media algorithms, then you certainly show what it takes to have a career in content marketing.
It’s also good for those who love data
Having a strong understanding of Google Analytics is a powerful weapon in content marketing. It enables you to understand what content is performing well and what needs improving, along with what readers are responding too.
Having a head for data means that you can successfully measure page views, analyse your KPI’s and plan your content based on in-depth knowledge and a solid understanding of your audience.
It’s popular with passionate people
Arguably, one the simplest reasons why content marketing is a popular career path is that it welcomes passionate people. Imagine your job was to write about what you love every day! How strong would your content be?
Content marketing is constantly crying out for those that write with excitement and genuine enthusiasm because it’s inspiring to read. That’s exactly what content marketing aims to achieve, to inspire and ensure trust between the brand and the consumer.
Content marketing opens the door to many people with a diverse range of skills and experience. It’s effective and attracts both the creative and the analytical. It welcomes passionate people and is a great career choice for anyone looking to work within an innovative and exciting industry.
Post published on Friday June 15, 2018