What Makes a Good Content Marketer?

Today’s marketer looks a little different than they did half a century ago. If you were to ask a marketer in the 70s what they thought marketing would be like 50 years into the future, they probably wouldn’t even be able to fathom the wonders the internet can do for any business’ marketing efforts.

We’re living in a golden age of accessible content. Websites, social sharing platforms, inbound email marketing—all of these share in the ability to take a marketing message and put it directly in front of a targeted audience. Gone are the days of hoping a billboard off Route 66 will resonate with a handful of relevant consumers. Now, marketers can ensure their marketing budgets are put directly to good use.

But what about those content marketers who work to promote a brand’s product or service through inexplicit, value-driven content?

What does a Content Marketer Do?

Content marketing is a strong form of marketing that enables a business to provide a practical value to consumers and, in turn, build trust with audiences. A good content marketer’s mission is to create online materials that will resonate with their users and gain new customers along the way. This means that they aren’t explicitly promoting a brand but rather generating interest through valuable resources, like blogs, whitepapers, how-to guides, and even videos.

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Types of Content Marketing

While marketing pros are always developing creative content marketing strategies, there are a number of tried-and-true types of content marketing that any good content marketer keeps in their toolbox.

• Written Content

Blogs, whitepapers, case studies, landing pages - any written content designed to bring value to their consumers while building brand awareness, capturing new leads, and even making sales along the way. For many content marketers, written content is the bread and butter of their digital marketing efforts.

• Infographics

By definition, infographics are visual images, like a chart or a diagram, used to represent information or data. Of course, that sounds a bit more boring than what today’s infographics can do. Leaning heavily on a visual design to showcase key facts or data, infographics can appeal to any user’s desire to make learning fun.

• Emails

This is probably the oldest form of digital content marketing. Every email you compose and send to newsletter users, each promotion you send to the masses, and all messages that land in a consumer’s inbox is considered content marketing.

• Social Media

Social media platforms can be the absolute best place to source new customers while building a network of loyal fans. Simply put, social media allows you to bring your content marketing right to where your audiences already hang out. While we’re at it, let’s throw GIFs into the mix.

• Videos

Videos also fall into the content marketing bucket, so long as the goal is to give their audience some quality food for thought. In general, online consumers want to see video content and most social media and search platforms want to give it to them.

• User-generated content

Anytime a consumer can talk about your product and you can showcase it, you’re scoring big. This is why customer reviews and testimonials are so important online.

So, What Makes a Good Content Marketer?

Effective content marketers have a hankering for success. They look for ways to improve their efforts by examining past successes and failures alike. Great content marketers will do their research before putting together any content marketing campaign outline. They’ll analyze competitor initiatives and benchmark themselves against them. They even take a deep dive into keyword research to pinpoint where the best opportunities are waiting to be tapped.

To put it simply: they don’t settle. A successful blog only opens the doors to new successful potential for future campaigns. To a good content marketer, an effective whitepaper paves the way to next month’s bigger, better whitepaper.

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