What do content marketers do?

What do content marketers do? Content marketers are responsible for creating, managing, and promoting content across channels. They help create a positive online presence for their brands by developing engaging and interesting content that will keep readers coming back. They also work to drive traffic to their website and generate leads or sales through their content.

What is content marketing?

First, there is a lot of confusion around what it is and what it isn’t (within the content marketing space).

There are three distinct kinds of content:

1) Content that is created by a business or organization (this is often called “brand content”)

2) Content that is created by people who are paid by the business or organization to create it (this is often called “business content”)

3) Content that is created by people who do not work for a business or organization (this is called “self-published” or “user-created” content).

There are also six different categories of content marketing:

1) Marketing communications (i.e., B2B, B2C)

2) Content creation (i.e., news/commentary, product reviews, etc.)

3) Social media marketing (i.e., blogs/Twitter, Facebook, Instagram, etc.)

4) Social media advertising (i.e., Facebook Ads campaigns; this includes both paid and organic advertising campaigns and has little in common with any other type of social media advertising.)

5) Communications strategy & execution (i.e., PR/PR agency relations; these have little in common with each other but are grouped together for convenience.)

History of content marketing

Content marketing is a popular term for the way that content creators plan and create content, both for the purpose of promoting their companies, or companies they work for or are contracted with, products and to help them get more attention from their customers.

One of the most common misconceptions about content marketers is that they have to have a professional content marketing background — they don’t. But it’s important to be able to make an impact with your content, and there are some key skills you need to be able to do well.

The first step is getting an idea and then deciding on your medium. Next comes identifying your audience — who in fact you want to reach with your content, as well as your target market segment. Finally, you must decide on how long you want your content to be useful before you begin creating it.

The anatomy of a content marketer

Let’s look at the marketing of products over the last decade. In those years, many companies have taken a different approach to the market and have even gone so far as to create their own marketing departments. These companies often had a well-defined set of goals and a company culture where their products were viewed as more of a brand not just a commodity — i.e. they were products that had a clear value proposition and a plan for how they could be sold or used along with name recognition. As we’ve discussed in previous blogs, what separates good from bad product marketing is not a lack of vision for the future but rather an ability to execute on that vision with truly great outcomes every time — especially when it comes to growth.

The reason this categorization matters is because it suggests that there are two types of marketers: those who focus on creating products, and those who focus on markets. This isn’t entirely true; there are many marketers who take a very “markets-first” approach, although by definition they aren’t product marketers either (you can define them as people who work with marketplaces, companies like Amazon and eBay). The point is that if you want to be successful in both types of markets, you will need an understanding of content marketing.

So, what does it mean?

Content marketing is about creating valuable information about products or services which can be shared with customers through various distribution channels (e.g., print media like magazines & newspapers; social media platforms; blogs/news sites; e-commerce) in order to convert potential prospects into customers, which then leads them into the buying cycle; then maintain the relationship by providing critical updates regarding new services or product releases (which leads them back into buying more), and eventually become profitable through recurring sales/renewals/repeat purchases (which lead them back into buying more).

So what exactly does it take? Before we can talk about content itself, let’s talk about what it takes for content marketers to create something valuable enough for people to share with others:

A clear value proposition — A good value proposition should answer three questions:

1) Why should I buy from you?

2) How can your product benefit me?

3) How will your product impact my life experience?

Challenges of being a content marketer

You could be a content marketer for any company, but you probably know that content marketing is becoming an increasingly popular strategy for companies of all sizes. The reason is that it works:

1. The theories and methods of content marketing are well understood (and used by large companies of all types).

2. Content marketers know how to leverage the power of social media and SEO to increase their sales and brand awareness, as well as how to use existing resources more effectively.

4. The most successful content marketers are well versed in both online and offline marketing, so they can seamlessly produce one or both forms of marketing for any type of company.


Your audience has always been there, and it’s not going away, but it is to know you exist. It also needs to be willing and able to share its content with its friends and family to help grow that audience.

In practical terms, what we mean by “content marketing” here might refer to anything that helps us tell a compelling story about our company or its products (e.g., press releases, white papers, blog posts). The key point here is that all of these things can be done more effectively if they are used in tandem with each other — which is why we view content marketing as a three-legged stool:

• Content: This includes everything from press releases and white papers to ebooks and blog posts. We would argue that even blog posts — as long as they have a strong value proposition — have some value in this regard. That doesn’t mean every blog post must be about something we own, but we do believe trends like “engagement” are applicable for blogs too (which may or may not translate directly into revenue).

• Advice: Traditionally, however, content advice has been provided by experts who provide advice on how to write better articles (or even better yet, podcasts). This could include “how-to’s” for various forms of writing such as writing technical documentation (or even software), graphic design, etc.; or advice on how best to structure content so readers will find it useful regardless of what skills they have. Advice isn’t just everyday good practice; there are times when it can also help your brand stand out from the crowd (and therefore get noticed) while simultaneously being useful enough that people who don’t need any specific form of help will still find value in it without having become familiar with your company at all.

• Consistency: It is a funny thing, but it’s not about being the same every single time. It’s about having a consistent look and feel that people can easily recognize as your own regardless of what you do next (or even if you don t do anything at all). The key is to continue to produce something to stay in front of your audience!

In conclusion, content marketing is a strategic marketing approach that focuses on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience. It is an essential piece of any inbound marketing strategy. Content marketers do a variety of things, including developing content, distributing it, and measuring its effectiveness. They also work to ensure that their content aligns with the company’s overall marketing strategy.