What’s a Content material Marketer? Exploring Expertise, Roles, and Salaries

So that you wish to be a content material marketer? Or maybe you wish to rent one? Nicely, strap your self in for the total lowdown on this thrilling trade. 

Content material advertising relies on creating, publishing, and distributing content material to a selected audience. On-line content material entrepreneurs are the individuals who assist plan, create, and publish this content material. 

We explored the important expertise and tasks of content material entrepreneurs, together with job titles and salaries. To try this, we analyzed 10,000 content material jobs listed on Certainly.com. Learn on to be taught extra.

What Is Content material Advertising?

Content material advertising is the observe of attracting a related viewers to an internet site or weblog. That is achieved by invaluable, actionable data or insights. 

Encouraging potential purchasers to interact along with your content material—for instance, by signing up for mailing lists or downloading guides—drives them nearer to a sale.

The aim of content material advertising is to construct a powerful relationship along with your audience. Content material ought to tackle their wants and pursuits relatively than merely selling your services or products. 

What Is a Content material Marketer?

A content material marketer is an individual who plans, researches, creates, distributes, and analyzes content material with the intention of attracting and fascinating potential prospects. They sometimes create weblog posts, how-to guides, movies, infographics, white papers, and extra.

Relying on their expertise, content material entrepreneurs can also be anticipated to conduct market analysis and analyze content material efficiency.

On the identical time, they’ll must develop content material calendars and carry out different duties.

Content material Advertising Roles

In digital advertising, there are various totally different folks working behind the scenes. 

The next is an inventory of the most typical roles inside the content material advertising trade. 

The listing is organized from probably the most junior to most senior positions and knowledgeable by Semrush’s State of Content material Advertising: 2023 International Report.

Content marketing job roles types

Now let’s discover a number of the job descriptions in additional depth!

1. Content material strategist

Content material strategists have a transparent overview and understanding of a model’s targets, messaging, and values. 

They develop a content material technique that’s aligned with the overarching enterprise targets and oversee its implementation. 

Finally, they attempt to convey worth to their viewers, drive certified results in the web site or weblog, and assist different content material specialists meet conversion targets. 

2. Content material creator

Content material creators are accountable for producing an enormous vary of content material varieties, from social media posts, video scripts, and long-form articles to guides, emails, downloadable content material, and extra. 

Their day-to-day work entails researching and writing partaking, correct, and invaluable content material for particular audiences. 

In addition they analyze, replace, and repurpose content material for different channels. 

Content material creators will need to have a stable understanding of the mediums they’re writing for, together with the codecs and the viewers. 

3. Copywriter

Copywriters create written content material that’s designed to steer, have interaction, and encourage the audience to take explicit actions. 

They might work in quite a lot of settings, together with promoting companies, advertising corporations, or freelancing. 

Copywriters produce written content material for all method of mediums. These embody print adverts, brochures, web sites, e-mail advertising campaigns, and extra. 

Key copywriting expertise embody glorious writing and communication expertise, creativity, and the power to work with tight deadlines. 

4. Head of Content material Advertising / Director (or VP) of Content material Advertising 

The Head of Content material Advertising holds a senior place. 

They’re accountable for overseeing the event and execution of the content material advertising technique and handle a crew of content material creators. 

In addition they be certain the corporate’s content material aligns with the general advertising and enterprise targets. 

They play a essential function in driving model consciousness and producing leads. This might be for their very own firm or for a spread of purchasers if they’re working for an company. 

Key Expertise for Content material Entrepreneurs 

You want to have the ability to make use of all method of expertise. In response to our analysis, these are the highest expertise required by content material entrepreneurs in non-senior positions:

Top marketing skills for non senior content marketing positions: Writing, Video, Analytics, SEO and Copywriting, and more

Right here’s a breakdown of a few of these expertise:

  • Writing – It is a key ability for almost each marketer. Even professionals producing video and different visible content material must be useful wordsmiths, resembling when writing captions.
  • Analytics – These problem-solving expertise assist entrepreneurs make sense of knowledge and develop inventive options based mostly on their findings. 
  • Video –Video is an more and more important ability as social media platforms change into extra video-heavy. Figuring out the best way to shoot and edit video on a cellphone is a superb ability for social media entrepreneurs. 
  • search engine optimisation – Figuring out the best way to use Search Engine Optimization is vital for pushing content material greater up the search engine outcomes pages. Finally, search engine optimisation content material drives greater ranges of certified site visitors.
  • Content material technique – Necessary for creating content material calendars and growing long-term concepts for driving campaigns ahead. You may learn extra about content material advertising technique right here.
  • Storytelling – With out this, even the very best marketer will wrestle to maintain audiences engaged. Storytelling is a vital ability for making compelling content material. 
  • Content material administration – It is a prime ability for content material advertising leaders. With the ability to assemble a crew and handle content material circulation is a vital a part of main campaigns from the entrance. 

What Does a Content material Marketer Do?

A content material marketer is usually accountable for planning, creating, distributing, and analyzing content material for a enterprise’s web site and social media profiles.

Listed below are a number of the prime tasks of non-senior content material entrepreneurs, in keeping with our analysis:

Top responsibilities for non senior content marketing positions: Managing social media, content planning, marketing campaigns, collaboration, and more

Senior content material advertising positions share a number of similarities whereas being extra targeted on the administration and technique facet of issues. 

Top responsibilities for senior content marketing positions: content strategy, managing teams, team collaboration, and more

Let’s have a better have a look at a number of the normal content material advertising tasks:

Analysis is an important job. For any given subject they produce content material for, entrepreneurs will need to have a deep understanding of that product or trade. 

Content material entrepreneurs also needs to have a deep understanding of their viewers and the aggressive panorama.

Content material entrepreneurs create a roadmap that aligns with overarching enterprise targets and ensures all content material advertising efforts have a route and meet key efficiency indicators. 

  • Content material promotion and distribution

Entrepreneurs should focus on the technique they may use for selling any given piece of content material. This implies sitting down with varied groups to ensure the article, video, or submit reaches the biggest doable viewers. 

Linked to technique, planning is extra targeted on the when and the place of launching explicit items of content material. This may embody making a content material calendar that appears weeks, months, or years prematurely. 

Content material creation entails writing or manufacturing of the content material that can be used within the advertising marketing campaign. It would embody writing optimized blogs or producing social media content material campaigns, for instance. 

Everybody wants an editor. Fairly often, extra senior content material advertising professionals will edit and proof the work of extra junior members or of content material creators and copywriters. It is a nice time for extra skilled crew members to teach their youthful colleagues. 

A content material audit is when entrepreneurs overview how efficient a given content material technique has been. By reviewing a weblog, social channel, or search marketing campaign, content material entrepreneurs can see what actually linked with audiences and drove engagement. 

  • Analytics and efficiency

Entrepreneurs should additionally analyze and overview the efficiency of content material. This implies reviewing knowledge to see when posts carried out greatest, and attempting to duplicate these patterns in future campaigns.

On the identical time, analytics seems on the general outcomes, exploring the true variety of conversions (leads, purchases, and different vital metrics) generated by your content material.

Speaking throughout groups is significant for content material entrepreneurs, who usually change into coordinators for the broader firm. As an example, it’s good to be certain your content material calendar is aligned with model and product campaigns. 

How you can Turn into a Content material Marketer

There are many totally different routes into content material advertising.

However a background in writing or classical advertising can lay sturdy foundations for a profitable profession. 

  • Turning into an In-Home Content material Marketer

If you wish to work in-house, you would possibly want no less than an undergraduate diploma. This might be in advertising, English, journalism, or communications. 

An entry-level job will imply working as half of a bigger crew as you be taught the ropes. 

Search for positions titled “Content material Advertising Specialist,” “Content material Advertising Intern,” “Junior Content material Marketer,” and so on.

Indeed.com - content marketing job posting example

It’s additionally completely doable to maneuver from a extra normal advertising or copywriting function to turning into a content material marketer.

As your profession progresses, you’ll must be sure you have each a inventive and a strategic ability set. 

In different phrases, the content material entrepreneurs which might be most in demand can each create nice content material and ensure it generates real-life enterprise outcomes.

  • Turning into a Freelance Content material Marketer

Beginning out as a freelancer would require some expertise and contacts. It in all probability isn’t the best choice for a whole beginner. 

Freelance content material advertising is usually a vacation spot for former journalists, copywriters, and PR professionals who wish to work for themselves. 

You’ll want the identical expertise as an in-house content material marketer. You’ll additionally must have a contacts e-book stuffed with commissioning editors. 

You too can take a look at platforms like MarketerHire, Freelancer.com, and Upwork

  • Transferring Up the Content material Advertising Profession Ladder

The content material advertising profession path is usually a tough one, as this can be a comparatively new career. 

It’s fairly widespread to see normal advertising managers carry out content material advertising features—particularly in smaller firms.

Nevertheless, this development is altering, and also you’ll see extra companies hiring specialised content material entrepreneurs. 

Typically talking, it’s a greater technique since content material advertising requires plenty of effort and dedication to be efficient.

As you progress in your profession, you would possibly transfer from being predominantly a content material author to managing different writers and even managing groups of content material strategists, content material producers, and so on.

To get a administration function, it’s key you can create nice content material and guarantee content material advertising generates income for the corporate.

Present Me the Cash: How A lot Do Content material Entrepreneurs Earn?

Relying on expertise and the dimensions of the corporate they work for, on-line content material entrepreneurs could make good salaries. 

In response to our analysis, common senior content material advertising salaries in the US can hit $109,000 per 12 months.

Common salaries for non-management are available in at round $62,000. 


In response to the careers web site Glassdoor, the typical content material advertising wage in the UK is simply over £35,000 per 12 months. 

This may rise considerably as folks climb the profession ladder. 

In London, the typical wage for a Content material Director is just below £86,000. 

Wrapping Up

Content material advertising is usually a very rewarding profession for individuals who love to mix creativity with strategic, analytical work. 

Individuals with a love of storytelling and communication can go far on this trade. It additionally gives numerous choices to diversify and develop professionally. 

Keep in mind that content material advertising itself is the artwork of constructing sturdy relationships along with your audience. There are a number of disciplines and ways to make use of.

With time and expertise, good content material entrepreneurs can go on to earn six-figure salaries. That’s fairly good for a job that’s famed for its versatile working preparations. 

Wish to get a greater thought of what’s happening within the content material advertising trade? Be certain to obtain and skim our free report!