Mar 22

What Can a Content Marketer Do For You?

Trevor Sookraj

Content marketing has become an essential part of modern-day marketing strategies, as companies aim to create valuable, relevant, and consistent content to attract and retain a clearly defined audience. 

A skilled content marketer can help businesses build brand awareness, increase website traffic, generate leads, and ultimately drive revenue. According to an industry report by HubSpot, 91% of B2B marketers use content marketing to reach customers, and 86% of B2C marketers consider content marketing a key strategy. 

Moreover, companies that prioritize content marketing experience conversion rates six times higher than their competitors who do not. 

For early-stage startups or growing companies, content can seem overwhelming, since it’s not as easy to track ROI as compared to performance marketing or high-intent efforts like outbound sales. 

However, content marketing offers compound gains in the long-run. It’s evergreen, and helps you build authority in your niche. Above all, good content can be leveraged to cultivate a loyal audience. 

What is a Content Marketer?

A content marketer is a skilled professional who specializes in creating, strategizing, and distributing relevant, valuable, and engaging content to attract, retain, and ultimately convert a specific target audience into loyal customers. 

Their primary goal is to establish a strong online presence for a brand, foster trust and credibility with consumers, and drive profitable customer actions. 

By leveraging various content formats, such as blog posts, social media updates, videos, podcasts, and e-books, content marketers create a cohesive narrative that resonates with a brand's target audience, helping the business stand out in an increasingly competitive market.

Types of Content to Produce in 2023

You've been consistently publishing two blogs every week for the last six months. But to your disappointment, there's hardly any uptick in traffic and zero good leads. You're left wondering: what gives?

A massive part of building a solid content marketing strategy is identifying what your audience wants—their content consumption patterns and preferences. Use these insights to select the right formats to make your buyers tick. 

Here are the five best content formats to consider in 2023:

1. Blogs

A blog is the best bet at content marketing for many companies, especially in the B2B SaaS space, since it offers multifunctional value. You can publish:

  • Short-form articles to give readers quickly digestible content
  • Long-form articles to attract users at the top of your marketing funnel
  • Thought leadership articles to improve brand positioning and credibility
  • Repurposed articles from webinars, research/survey reports, and other content

Blogs are versatile and one of the easiest content formats to start with. They work at different levels to build brand awareness, engage readers, and drive conversions. 

2. Videos

Video is the most popular content format in 2023. 45% of responders in Semrush’s State of Content Marketing survey agreed that video performs the best of all formats. 

Videos are all the rage among buyers because of these factors:

  • Easy to watch and consume information
  • Promising ROI to increase reach, engagement, and leads 
  • Increase buyers’ understanding of your product or service
  • Capture and hold viewers’ attention for long (unlike written content)
  • Help customers make informed decisions before buying anything online/offline

3. Case studies

Success stories. Client stories. Case studies. No matter what you like to call it, social proof has become increasingly important to show customers how you can solve their pain points.

Case studies highlight what you bring to the table and how you can walk the talk. They build a proof of work, making a strong case for your brand and winning your audience's trust. 

4. Webinars

Webinars offer a unique opportunity to engage a large audience, build industry partnerships, and spotlight your brand’s key value propositions. While hosting a webinar can be challenging, brands who do it right can generate qualified leads and deliver value to their target audience. 

What’s more, studies indicate that marketers are leaning more toward personalized webinars using audience segmentation. 

5. Infographics

Infographics help you visualize complex data and break down technical information into user-friendly visuals. Besides giving readers an easier way to understand your content, teams use infographics to ace image SEO and earn backlinks.

You can also create infographics as a spoke for a bigger hub and distribute content across social media and outbound email.

What Can a Content Marketer Do For You?

A content marketer’s job requires them to plan, create a content strategy, and produce content to promote your brand. Contrary to popular belief, content marketers don’t just work with written content; they manage multiple content formats and promote it through several channels. 

Here’s just a broad overview of what a content marketer can do for you:

Create Engaging Content 

One of the most important roles of a content marketer is to create engaging content that will capture the attention of potential customers. 

This includes writing blog posts, crafting social media posts, creating whitepapers and eBooks, and more. 

A great content marketer knows how to produce content in a way that will draw users in and keep them interested in what you have to say. 

They also know how to craft engaging visuals such as infographics or videos so that your message resonates with users.  

Develop A Strategic Content Plan 

Content marketers can help you develop a strategic plan for your content marketing efforts. This plan should include goals that align with your overall business objectives, such as increasing brand awareness or generating leads. 

After setting goals, they will work with you to create an editorial calendar that outlines when different pieces of content should be published to ensure maximum impact. 

They will also be able to recommend which channels are best suited for your particular needs so that you reach the right people at the right time with the right message.  

Collaboration in Integrated Marketing Campaigns 

Content marketers also play an essential role in the development and execution of integrated marketing campaigns. 

They work collaboratively with other marketing professionals, such as SEO specialists, social media managers, and email marketing experts, to ensure a consistent and cohesive brand message across all channels. 

This holistic approach to marketing enables businesses to create a unified customer experience, driving better results and fostering long-term growth. 

Marketing Content Across Multiple Channels

As the title suggests, content marketers are also responsible for promoting the content across different channels. 

Content marketing isn't just useful for generating new leads; it's also great for engaging existing customers too.

You could send out regular emails or newsletters filled with helpful tips related to the products they purchased or feature stories about other satisfied customers who have similar needs as theirs. 

This will keep them updated on any new product releases or changes in how they use their current products which helps create long-term customer loyalty.  

From writing release notes to social posts, content marketers are responsible for promoting a company’s content across various platforms.

Monitoring Performance and Optimization 

Moreover, a content marketer continuously monitors the performance of their content and campaigns, using data-driven insights to optimize and refine their strategies. This iterative process ensures that the content marketing efforts remain effective and relevant, adapting to changing market dynamics and consumer preferences. 

In doing so, content marketers contribute to a brand's overall success by delivering measurable results and substantial return on investment.

Lead Generation 

Content marketing can be used to generate leads and grow the size of your email list by providing valuable information in exchange for contact information from interested prospects. 

You could create lead magnets such as eBooks or white papers about topics related to the solutions you provide to draw people in and encourage them to subscribe to your list or fill out a form on your website. 

This is also an effective way to nurture these leads over time until they become paying customers. 

Optimizing Content

In smaller organizations, content marketers often play the role of SEO professionals too. From adding links into evergreen content to optimizing content using tools like Semrush, content marketers usually try out different strategies to optimize content and then track its performance in the SERPs.

How Much Does a Content Marketer Make?

According to Indeed, the average base salary of a content marketer is upwards of $66,000 per year. However, while this may seem a nominal amount in some cases, decent content marketers usually get paid upwards of $100,000 annually. 

For many early-stage startups and growing companies, bringing on a full-time content marketer just doesn’t make a lot of sense. In fact, for many companies, bringing on a full-time hire is generally a recipe for failure.

Instead, a better option is to consider bringing on a fractional content marketer. Fractional employment helps companies scale quickly, without tying up crucial financial resources into payroll. 

Find Your Content Marketer with Divisional

Divisional helps growing companies find the right talent. If you’re looking to build out a content funnel and strategy, we can help. Divisional works with some of the top content marketers across the country, helping organizations find the perfect fit in less than a week and grow their content divisions. 

Get in touch today to see how we can help.

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