- Content marketers must have specific skills to excel in this competitive landscape.
- Audiences are bombarded with content every day, and honing these skills can help them stand out.
The dynamic content marketing landscape is evolving at breakneck speed, content marketers must hone these 13 skills for desired results. Audiences are bombarded with varied content, and marketers try to include multiple methodologies to surpass the competition, connect with the target audience and attain campaign objectives.
The content marketing landscape is broadly categorized into business-to-business (B2B) or Business-to-consumer (B2C) marketing. While B2B marketing targets other businesses and focuses on logic, ROI, and building relationships, B2C marketing speaks to individual customers and uses emotional triggers and creative approaches.
Experts have listed 13 must-have skills for content marketers; these are ➖
- Analytical Mind Like a Scientist
- Expertise in Words like a Copywriter
- A Developer’s Mindset
- Eye of a Graphic Designer
- Creativity like an Artist
- SEO Expertise
- Investigation Skills like a Journalist
- Leadership Skills of a Coach
- Endurance like a Marathon Runner
- Heart of a Philanthropist
- Skills of Stepping into Customer’s Shoes
- Inspiration like an Inventor
- Ears like a Community Manager
Content marketers must try to gain expertise in these skills to command a market position and create successful marketing campaigns for clients.
- Analytical Mind Like a Scientist
A content marketer should have an analytical mind like a scientist, as it’s a powerful asset in today’s data-driven world. It helps in understanding the audiences better, as scientists work tirelessly to learn about the properties of the element they are studying or take a different approach to a problem.
An analytical mindset helps better analyze demographics, interests, and online behavior to identify and understand target audiences. A study from the Content Marketing Institute shows that 88% of B2B marketers say that data-driven insights can be crucial for a successful marketing strategy.
The success of a content marketing campaign depends on identifying the proper keywords and search terms the audience uses to find information. Statistics show that organic search engine traffic accounts for over 50% of all website traffic. Analytical thinking helps in better A/B testing, which can lead to a 300% increase in conversions.
Scientists don’t just conduct experiments; they measure and analyze the outcomes. A scientific approach can help marketers set Specific, Measurable, Achievable, Relevant and Time-bound (SMART) goals and strategically measure the return on investment (ROI) for content efforts. Data suggests that content marketing costs 62% less than traditional marketing but generates three times as many leads.
- Expertise in Words like a Copywriter
Wielding words with a copywriter’s expertise is a superpower in content marketing. Copywriters know how to craft headlines that grab audiences’ attention, weave engaging narratives, and write clear calls to action (CTAs) that drive results. A Copyblogger study suggests that creative headlines can increase the open rates by up to 500%
Remember that great copywriting is more than just being informative and designed to evoke emotions. A study from Neuroscience Marketing revealed that emotional content is 43% more likely to be remembered. They understand the importance of keywords’ natural placement and how it can improve SEO. A Backlinko study revealed that the number 1 position in Google search results receives 31.3% of all clicks.
Mastery of words leads to content clarity and ensures that search engines understand the content’s purpose, leading to better ranking. Copywriters help develop and maintain a consistent brand voice across all content, fostering brand recognition and trust. A Salesforce study found that 84% of consumers appreciate consistency across all channels.
- A Developer’s Mindset
Having a developer’s mindset might sound counterintuitive in content marketing, but it isn’t. A developer’s mindset can be a surprising and valuable asset, as it excels at breaking down complex problems and finding creative solutions for them. Content marketers with this approach can create content with the same ingenuity.
It allows marketers to think outside the box, persuades them not to rely on old formats, and provides a window for experimentation with new content types, interactive elements, and audience engagement strategies. A Content Marketing Institute study reveals that 78% of high-performing content marketers firmly believe in taking calculated risks with their content strategy.
Developers understand the nuances of how websites and platforms function, and marketers, with this knowledge, can tailor content for optimal performance across multiple platforms. Plus, they can grasp basic SEO principles like website structure, image optimization, schema markup, etc. Search Engine Journal says that technical SEO can be a crucial factor in over 50% of website traffic.
Developers are accustomed to using data to identify problems and refine solutions accordingly. Content marketers can use this mindset to understand website analytics, social media insights, and A/B testing to measure content performance. According to HubSpot, 72% of businesses that excel at content marketing prioritize data-driven decision-making.
- Eye of a Graphic Designer
A content marketer with an eye for a graphic designer potentially has a distinct advantage in today’s content-driven landscape. People tend to process visual content faster than text, and a graphic designer’s eye allows content marketers to create compelling visuals that complement the written message and grab the audience’s attention.
A Social Media Today study suggests that content with relevant visuals can generate 80% more engagement. A content marketer with a graphic designer approach understands how to arrange elements for optimal visual flow, guiding the audience’s eye through the content and prioritizing critical information. As per MNGroup, effective visual hierarchy improves the content comprehension by 32%.
Graphic designers understand the power of consistent visual identity, and content marketers can use these skills to ensure all content adheres to the brand’s colour palette, fonts, and overall aesthetics, fostering brand recognition. A Forbes report suggests that brand consistency can potentially increase revenue by 33%.
A designer’s knowledge extends beyond traditional layouts, as they understand how to tailor visuals for specific platforms. This can include image optimization for social media feeds and creating thumbnails for YouTube videos. A Statista report highlights that over 3.5 billion people use social media, and 2.6 billion are active YouTube viewers, and this data emphasizes the importance of platform-specific design considerations.
- Creativity like an Artist
The world of content marketing is overloaded with information, and content marketers, with the creativity of artists, can help them stand out. An artist approaches problems with different perspectives. Content marketers with such a mindset can craft narratives to engage audiences emotionally and use storytelling techniques to go beyond the dry promotional messages.
A study conducted by Demand Metric found that storytelling in marketing can boost brand recall by 26%. Creativity allows marketers to think outside the box and experiment with new content formats like interactive quizzes, creative infographics, video narratives, etc. As per the Content Marketing Institute, 82% of B2C content marketers believe that using a variety of media content formats is very important.
They can create great art that speaks to audiences’ emotions. Content marketers can understand and craft content that resonates with the audience’s feelings, motivating them to take action and connect with the brand on a deeper level. A Neuroscience Marketing study reveals that emotions are twice as likely to be remembered as facts.
Artists are known for pushing the boundaries and defying expectations. Content marketers who take this approach can develop unique content ideas and identify emerging trends before they become mainstream. A Sprout Social report says that 64% of consumers expect the brand to understand their needs and expectations.
- SEO Expertise
Search Engine Optimization (SEO) expertise is the crown jewel for content marketers. It helps them optimize their content for relevant keywords and search intent to improve their website’s ranking in search results. High ranking translates to more organic traffic and attracts potential customers who are actively searching for information or solutions related to their brand’s offering.
SEO involves understanding what users are searching for and the intent behind their queries. Content marketers with SEO expertise can tailor the content to address audiences’ specific intent, ensuring the information is provided to those actively seeking the relevant content.
A HubSpot study reveals that 72% of businesses believe that creating content that aligns with search intent can help them achieve desired results. SEO expertise further empowers content marketers to conduct keyword research and leverage audience insights to identify and work on topics that resonate with their target audience and have higher search volume.
SEO facilitates measuring content performance through multiple website analytics tools. Content marketers can track relevant metrics like organic traffic, keyword rankings, and bounce rates to understand what’s working and what needs improvement. Pepper analysis of SEO data allows content marketers to make data-driven decisions about future content creation.
- Investigation Skills like a Journalist
Obtaining investigation skills like a journalist can be a powerful asset for content marketers in today’s information-dense landscape. Journalists excel at asking questions and uncovering the “WHY” behind stories. Content marketers can use these skills to delve deeper into audiences’ needs, challenges and interest, leading to content creation that resonates with the audience and solves their problems.
A study from Demand Metric found that content that addresses customer pain points is three times more likely to be shared socially. Content marketers with a journalistic approach can research industry trends, competitor strategies, and emerging topics to identify content gaps and develop unique content ideas that might have yet to be covered.
Journalists prioritize accurate and reliable information. Content marketers who take this approach can potentially build trust with their audience by ensuring the information presented is well-researched, fact-checked, and sourced from credible authorities. A Stackla report highlights that 84% of consumers expect brands to create trustworthy and authentic content.
- Leadership Skills of a Coach
Content marketing is a collaborative endeavor; a coach’s leadership skills can be a game-changer for marketers. Great coaches tend to nurture talent and inspire their players. Content marketers with coaching skills can create a positive and motivational work environment for their content teams, fostering collaboration, ownership, and a shared vision for success.
According to Gallup, highly engaged teams show a 21% increase in profitability. They can empower content creators by providing clear goals, constructive feedback, and opportunities for professional development. A CoSchedule report reveals that 63% of B2B marketers struggle with consistently creating high-quality content, and coaching skills help marketers address these challenges.
Effective coaches help create game plans for success. Content marketers with such skills could develop a data-driven content strategy to align with business goals, identify target audiences, and outline content formats and distribution channels. Coaches are experts in delegating tasks effectively and matching team members’ strengths with specific content creation needs.
- Endurance like a Marathon Runner
Remember, content marketing is like running a marathon—a journey of perseverance. Possessing the endurance of a marathon runner can catapult content marketers towards excellence. Just as a marathon runner trains consistently to build endurance, content marketers need consistent content creation to establish brand awareness and build trust with their audience.
Search engines reward websites with fresh, high-quality content. Consistent content creation helps improve website ranking and organic traffic over time. A Search Engine Journal report highlights that consistency in SEO efforts could take 6-12 months to show significant results.
The content marketing landscape is constantly changing with new trends, platforms, and algorithms. Content marketers with endurance can adapt their strategies, learn new skills, and embrace these changes as opportunities for growth. Content creation can be challenging, with writer’s block and lack of inspiration being common hurdles. A marathon runner’s endurance translates to persistence in overcoming these roadblocks.
Marathon runners can only win after some time, and building a successful content marketing strategy takes time and dedication. Hence, a content marketer with the endurance of a marathon runner understands that creating a valuable content library and establishing thought leadership is time-consuming.
- Heart of a Philanthropist
Engagement is paramount in content marketing, and possessing the heart of a philanthropist can provide a strategic advantage. People appreciate brands that go beyond selling and genuinely care about a cause. Content marketers with a philanthropic mindset can create content that informs audiences and delivers on objectives while also giving back to the audience or a worthy cause.
A Cone Communication study found that 90% of consumers have a favorable impression of companies that support causes they care about. Highlighting social responsibility and purpose beyond profit helps build trust and emotional connection with the audience, fostering brand affinity.
A Nielsen report reveals that 60% of consumers are willing to pay more for brands that stand for something bigger than themselves. Philanthropists believe in collective actions, and content marketers with such a mindset can create campaigns that empower the audience to participate in social good.
- Skills of Stepping into Customers’ Shoes
In the highly competitive world of content marketing, it can be crucial to have the skills to step into customers’ shoes or see things from their perspective. By truly understanding a customer’s journey, marketers can create content that addresses their specific needs and pain points at every touchpoint.
A survey from Walker Information shows that customer experience (CX) personalization can increase customer satisfaction by up to 86%. Creating content with such an approach helps the brand’s position as a trusted advisor, offering solutions and valuable information to address customer challenges directly.
A Forrester report highlights that 74% of B2B buyers expect content to be personalized according to target audiences’ needs and preferences. When marketers understand customer preferences and communication styles, they can create content that resonates with them on an emotional level. A Salesforce study shows that 76% of customers expect companies to understand their needs and expectations.
- Inspiration like an Inventor
In the ever-evolving landscape of content marketing, inspiration is the fuel that ignites creativity and innovation. Inventors challenge the status quo, and content marketers with such a mindset can steer away from conventional formats and experiment with new and engaging ways to convey brand messages.
A Demand Metric study reveals that 78% of marketers firmly believe using a variety of content formats is extremely important. They could leverage new technologies to create interactive experiences like quizzes, polls, augmented reality (AR) features, etc., to keep audiences engaged and facilitate deeper connections with the brand.
Inventors are known for their unconventional thinking. Content marketers who take this approach can develop unique content ideas that might not have been explored before. This allows them to stay ahead of the competition by actively seeking out emerging trends and technologies and incorporating them into their content strategy before the competitors do.
- Ears like a Community Manager
In content marketing, audience engagement is the key, and having ears like a community manager can be a valuable asset. Community managers excel at actively listening to the audience through social media comments, surveys and forum discussions. Content marketers with such skills can leverage these insights to identify audiences’ needs, preferences and pain points.
Marketers can create content that directly addresses audiences’ interests and concerns by understanding what resonates with the target audience and sparks discussions. A Social Media Today study reveals that 78% of consumers feel more positive about a brand that responds to and engages with them on social media.
Community managers prioritize responding to audience comments and inquiries, thereby facilitating a sense of two-way communication. Content marketers with such an approach can actively engage audiences with comments, answering their questions and addressing their concerns. A Convince & Convert study reveals that 63% of consumers appreciate transparency when trusting a business.
In conclusion, the content marketing landscape is ever-evolving, and content marketers need to hone certain skills to stay afloat and master them to surpass competition. Remember that any skill can be learned with persistence and perseverance, and if content marketers master these skills, they can be successful.
