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Jessica led a team of English native copywriters to prep copy for translation in Asian markets. She developed a glossary of how terms should be translated, ensuring the Gucci tone and voice. Within two quarters, the quality of translation improved, feedback from the local market improved, and the teams were spending less time in back-and-forth copyediting.

JESSICA M.

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Lauren managed IndieHackers’ email newsletters, boosting publication volume by 33% in three months and increasing engagement from 25% to 50% over six months. 

LAUREN L

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Blake managed the omni-channel e-commerce content strategy for billion-dollar international jewelry brand Kendra Scott, ultimately increasing revenue by 16% YoY. 

BLAKE N.

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What is content marketing?

Content marketing is the strategic creation, publication, and distribution of written, audio and visual content assets.

What do content marketers do, exactly, to increase brand viability and revenue through content? Their workflows typically include:

  • Research
  • Search engine optimization (SEO)
  • Writing
  • Editing
  • Content design management
  • Uploading and publishing web content

Content marketers aren’t just writers – though excellent writing skills and the ability to produce a high-quality piece of content are crucial. They are skilled strategists, networkers (they often manage partner content programs and occasionally influencer content programs) and managers, both for people and projects.

A content marketer’s finished work can include everything from white papers and case studies to infographics and podcasts. These pieces of content are used throughout a company’s marketing funnel to increase website traffic, conversion and retention.

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TABLE OF CONTENTS

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More companies than ever are investing in content marketing today — from startups to large corporations. So, how do you make your content stand out? How do you use it to build an audience, and convert that audience into a customer base over time?

That’s what an expert content marketing freelancer in the Marketers Finder  network will help you do. From content creation and ideation to editorial calendar management, template building, content distribution and lead generation, we’ve gathered additional information to help you and your team understand this discipline as holistically as possible.

Over the last ten years, success stories from HubSpot to Glossier have proven that content marketing initiatives are one of the most powerful ways to acquire, nurture, convert, and retain customers. The channel’s success — and the rise of the privacy-first web — has pushed almost every business to ramp up their content marketing strategy and execution, causing a lot of noise online.
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This endless outpouring of content requires content marketers to continuously up-level their communication skills — and Google Analytics knowledge — in order to drive results.

What worked even a few years ago no longer works. What does?

It’s become increasingly difficult for outsiders and the average business owner to tell which content marketers actually have the chops to plan and execute a content marketing campaign that moves the needle for businesses.
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One thing’s for certain: Being a good writer is simply not enough.

Content marketers need skills around strategy, execution, design, analysis, and optimization to make your content marketing efforts worthwhile. Yet too many hiring managers focus on writing samples — and only writing samples — when hiring a content marketing manager.

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Content is the backbone of digital marketing. Without it, search engines would have nothing to crawl, ads would have nothing to funnel clicks to, and customers would have nothing to read to get to know your business.
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The thing is, content marketing isn’t just about creating content for audiences to consume. It’s also the best way for businesses to learn what their prospects and customers want.

By analyzing what performs well, content marketers can understand their customers better, iterate, collaborate, and build a content machine that accounts for every part of the customer journey – from brand awareness to retention.
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Acquiring new subscribers and leads is key for every business, and content marketing is one of the best ways to do this. By creating blog posts, landing pages, webinars, white papers, and video content, businesses can offer answers to prospects’ questions and address their pain points, getting their email addresses in exchange for gated content.

Businesses can then nurture those email leads and educate prospects about the services or products the business offers, eventually driving them to take action and become a customer. As a result, content marketers often work well with email marketing experts and freelancers.
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With all the resources that get invested into acquiring a new customer, you better believe savvy businesses will do everything they can to keep them. Luckily, content marketing is a retention tool, too.

It’s a fantastic way to engage with current customers, build trust, and wow them with your updates, insights, and how-to guides. Aside from delivering quality services or products, businesses can use content marketing to continuously educate customers about why their product matters.
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Apart from user acquisition and retention, content marketing is also a great way to position your team members as thought leaders. Writing thought-provoking or head-turning articles, publishing reports, and offering new insights or perspectives allows even the newest businesses to flex their muscles and show their audience that they know what they’re talking about. This leads to brand recognition and trust, all of which support customer growth — and your bottom line.

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Great content marketers know how to build a content strategy, execute on it, and use performance data to iterate on it. The goal for any content marketing strategy is to acquire, nurture, convert, and retain customer at vary parts of the marketing funnel.
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Here are a few of the skills every content marketer uses along the way — all of which MarketerHire vets for.

    • Copywriting: A content marketer needs to have a handle on proper grammar and sentence structure — it’s a non-negotiable, and so is storytelling that’s entertaining and threaded with data. If people get bored, they won’t read your content.
    • Research and critical thinking: Being able to dig into reports  and come up with interesting insights to share with your audience is key for content marketing managers. Writing something with no unique perspective or value-add won’t get potential customers to respect your brand or read your content.
    • Data analysis: Content marketers need to know how to use data and metrics to understand which pieces are driving traffic and engagement, and which are falling flat — that way, they can adjust their content calendar and lean into what works for the overall marketing plan.
    • Project management: Content marketers work cross-functionally with other marketers and stakeholders on various kinds of content, content strategy, the content calendar, and wider company marketing campaigns — so they need to be master project managers.
    • Inbound marketing: To build an effective content machine, content marketers need to understand how content, SEO and social media marketing work together to bring in leads — and how timely, relevant content and email marketing nurture those prospects. All of this means content marketers need to know the user experience, customer journey and the marketing channels at their disposal like the back of their hand.
    • Content distribution: Content marketing isn’t only about creating content assets. Expert content marketers work hand-in-hand with social media marketing managers to distribute content on social media platforms like LinkedIn, Twitter and Instagram. Expert content marketers also research and assess new content distribution tools and channels.
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If you don’t have someone driving your content marketing strategy, then you’re missing out on all the SEO, social media, and email marketing opportunities to grow your business — all of which are built upon good content.
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So, when should you hire a content marketer? Ideally, right out of the gate.

The trouble is, finding a top notch content marketer is tough. Loads of people can write well, but finding someone who truly understands the ins and outs of content marketing and how to lean into your specific business goals and target audience demographics is no small feat.

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So if you haven’t invested in content marketing yet, or you’re not sure if what your content team is currently doing is working, bringing in an expert content marketer is one of the best things you can do for your business.
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Given all the noise online, you need the very best for the job. That’s why MarketerHire puts all our freelance content marketing consultants through rigorous vetting.

Here’s the process we recommend, and that all of our content marketers and copywriters go through:

  • Collect writing samples: After a candidate applies to our network and we vet their experience, we request several writing samples. We want to see how they write, how they leverage data in their storytelling and how they use visuals to amplify their point.
  • Assign a writing exercise: It’s great to look at past pieces, but you’re not just looking at that marketer’s work — an editor likely played a role, too. Seeing how a content marketer takes a topic and runs with it is a fantastic way to assess their (and only their) talents. Especially if your company has a certain tone or messaging guidelines, you want to make sure your content marketer can hone in on it.
  • Understand their content management skills: You might’ve established they’re a good writer, but you still need to assess their ability to build and execute content marketing strategies, manage multiple projects, and ensure consistent quality. We dig into these nitty gritty details.
  • Dot your i’s and cross your t’s: To make sure they’re truly a good fit with the chops to execute, ask about how they think about the pros and cons of different types of content. It’s also worth asking how they conduct user research, brainstorm content ideas, promote content across social media channels, and leverage analytics, to ensure they understand the entire content marketing process.
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