The role of a Content Marketer is to plan, create, and share helpful and educational content with the goal of reaching ideal buyers at every stage of the buyer’s journey and beyond.
This broad job description acknowledges there is no a one-size-fits-all strategy for content marketing in today’s competitive online world. As blog articles, videos, and images such as infographics fill social media and websites, the importance of excellent content marketing increases for companies trying to set themselves apart from their competition.
Partnering with Content Marketers who understand your company mission, business growth goals, and buyer persona will allow you to focus on the daily needs of running your company. So what sets the best Content Marketers apart from the masses? We have a few thoughts for you to consider.
A great content marketer will take the time to thoroughly understand your company. They will know your mission, your sales process, and your target audience. More than that, the longer your partnership continues the more important the details become.
The best content marketers research frequently to make sure your persona details are still accurate. As your company grows and you add new products, they will incorporate your growth into strategies.
Your content marketing strategies should include data reviews to make sure your website is incorporating relevant keywords in blog articles, images, videos, and meta descriptions. Additionally, social media strategies are constantly shifting. Your content marketer should be keeping up to date on industry-relevant hashtags to make it easier for your ideal buyer to find you on social.
Content marketers should be able to think outside the box. It takes a lot of work to come up with relevant, helpful and educational blog articles quarter after quarter. Not to mention special offers, videos, promotional emails, and graphics. Content marketers need to be willing to take time to look for new and innovative ways to create, repurpose, and promote content instead of just taking a cookie cutter approach to doing the same old thing year after year.
The best content marketers draw inspiration from industry experts as well as unique sources. By using a variety of sources, content marketers can create connections between industries and everyday experiences that will help your readers see your company’s relevancy in today’s culture.
Analytics has a role in every aspect of content marketing. Website traffic including users and sessions, keyword rankings, referring channels, impressions and clicks all offer valuable insights to help inform your content development. For example, your content marketers may identify that a specific web page is attracting a lot of traffic. They should then create additional content strategies around that subject.
Tracking email open rates will help identify which subject lines catch the attention of your customers. Content marketers should measure open rates and take note of the days and times most people read your emails to optimize your opportunities to connect with customers.
By incorporating A/B testing on landing pages, content marketers can sharpen language and images to measure which attracts the most qualified buyers. Every detail a marketer changes to benefit your company that isn’t backed by analytics is only a guess. Leveraging analytics will ensure changes are helpful, not harmful.
Strategy goes hand in hand with analytics. Content marketers cannot ignore analytics when creating a content strategy for the quarter. The best content marketers need to consider everything from when the social media engagement is highest on each social channel, to which days are best to publish blog articles.
They look ahead to consider the events of the quarter. Are there holidays that your company incorporates sales around? Do you have annual events that would benefit from some extra promotion on social media? The best content marketers are looking ahead with you and thinking of ways to support your sales team by developing fresh content for your promotions whether that is through email marketing, blog articles or social media posts.
Strategic content marketers also have an understanding of how to target your ideal customer and adjust things depending on whether you are reaching a local audience or have a broader scope.
At SMA Marketing our content creation is tailored for each client’s buyer persona. We develop an individual strategy for each client that incorporates blog articles, images, videos, and social media posts best suited for their ideal customer. We constantly measure our marketing campaigns using sophisticated web analytics. All our content is SEO optimized and created to reach our clients' goals and KPIs. Learn more about how we leverage content to help business growth in our free ebook The Ultimate Guide to Content Marketing for Business Growth.
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