Content marketing is a highly specialised area of marketing, the value of which cannot be understated. Here’s a peek into the world of content marketing.
A content marketer is one of those fluffy-sounding marketing jobs that, unless you’re in the industry, can sound made-up or a term used by an aspiring marketing professional to cover basically everything.
Isn’t content just a fancy way of saying words on a webpage or in social media posts? A lot of us post on socials and a lot of us write words for websites – does that mean we can now put ‘content marketer’ on our CVs? No, we cannot.
Content marketing is a highly specialised area of marketing, the value of which becomes obvious when you consider that no matter how well-developed a marketing campaign, it is the only part of that campaign your customers and potential leads actually see.
Here’s a peek into the world of content marketing.
What does a content marketer do?
As the name suggests, content marketers develop content for marketing campaigns. They plan and create content, which can include articles, social media posts, and scripts for podcasts and video, and then distribute that content.
The content that content marketers produce is created for specific purposes, such as lead generation, raising brand awareness, keeping audiences ‘warm’ in between marketing campaigns, converting leads into customers, and turning customers into repeat customers and brand ambassadors.
Different types of content marketing professionals
Content marketers generally have areas of particular expertise, such as:
These content marketers oversee the development and rollout of content marketing strategies, and typically run a team of content marketing specialists, such as SEO specialists and blog writers.
Search engine optimisation (SEO) specialists
In content marketing, SEO specialists work closely with copywriters to make sure the content produced ranks highly in organic search. SEO is increasingly becoming crucial for successful content marketing.
Search engine marketing (SEM) specialists
These content marketers have expertise in paid and organic search, known as search engine marketing.
In content marketing, content writers have SEO and SEM knowledge but also understand how to produce blogs and articles that rank highly in search that are interesting and engaging for readers.
Copywriters are similar to content writers in that they produce copy, but copywriters tend to focus more on short copy, such as straplines, headlines and email campaigns.
Copywriters aim to create an emotional response, which drives the consumer to do something. They also often use surprise tactics or words that stun to get your attention or open your mind to new possibilities.
Why do businesses need a content marketer?
Name a business that does not want to attract new customers or turn existing customers into repeat customers. That’s what content marketers do.
The real question is: is it worth engaging a content marketer to achieve these results? To answer this, you have to look at the difference between inbound and outbound marketing.
Outbound marketing is activity that pushes a message on customers, such as billboards or advertisements advertising a promotion. Inbound marketing takes the form of blogs and information posts that provides information that the customer is actually looking for.
A recent study by DemandMetic revealed that inbound market costs a whopping 62 per cent less per lead than outbound marketing. Inbound marketing is what is produced by content marketers.
Access high quality content marketing through an agency
The beauty of engaging a content marketing agency is that you get all the expertise of different kinds of content marketers, instead of having to hire a team of specialists!
Assemblo is a full-service marketing agency based in Melbourne, with a team of content marketing professionals who create content that supports and elevates your marketing strategy.
To find out how we can help your business, give us a call on (03) 9079 2555 or send us a note via the contact form below.