Content Marketing Skills
With two billion B2B and B2C companies transacting on the Web, generating business for your brand is an arduous task. How can you differentiate your product offerings and services to gain a competitive edge? Content Marketing plays a significant role in it.
Here are some insights about content marketing:
- 91% of b2b marketers and 86% of b2c marketers utilize content marketing.
- 30% of the total budget is allocated for content creation and dissemination through different channels by businesses.
- Lead generation by content marketing is three times more as compared to traditional marketing techniques.
- The use of content marketing instead of traditional marketing reduced overall cost by 62%.
Looking at this data, it is not surprising businesses are deploying content marketing strategies to promote their brands, communicate with their target audiences, generate leads, increase their sales, and eventually improve their brand image.
To generate desirable business outcomes using content marketing, marketers must possess these top four content marketers’ skills.
4 must-have skills for Content Marketers
Skill #1: Creative Storyteller
Storytelling is the backbone of a successful content marketing strategy. As a copywriter, you must understand your customer’s journey, behaviour, demographics, and your business goals to create engaging and compelling content that encourages your audience to take the desired action – become influencers or buy a product from your website.
If this doesn’t sound like your cup of tea, then worry not. Copywriting skills can be easily acquired through certified courses available online today. The training enables content marketers to learn the art and power of using words to create compelling content (blogs, articles, web pages, landing pages, sales letters, newsletters, press releases, videos) that instantly connect with audiences.
Remember, a great storyteller empathizes with their audience. Their content echoes with their audience. You can achieve this by addressing their pain points and offering them solutions that add value to their personal or professional life.
Skill #2: Proofreading
For impactful conversations, content must be polished before it’s presented to the audience. Even seasoned authors struggle to produce the error-free articulation of their words in the first copy. Thus, a successful content marketer must be mindful of grammar and syntax, and remember, practice makes perfect.
Subsequently, you must check and edit your content for grammatical errors before it’s published. Additionally, proofreading ensures that your content successfully delivers the envisioned message by measuring the readability and clarity parameters.
You can nurture editing skills through reputed courses offered on the Web or, perhaps, technical assistance. For instance, Grammarly is a free online tool that assists content creators in checking and editing their copies for grammar and syntax before publishing it on different content dissemination channels.
Skill #3: Knowledge of Sales Funnel and it’s Stages
The objective of any digital marketing strategy is to convert visitors into prospects and prospects into customers. To attain this goal, marketers use a sales funnel with different stages of the buyer’s journey.
Based on the prospect’s position in their buying journey, the three stages of the sales funnel include top, middle, and bottom.
- The bottom tier: Prospect is interested in a product/service and is browsing for information.
- The middle level: Prospect has matured their buying decision based on the information available.
- The top tier: Prospect is a customer now and can help advocate or influence the purchased offerings.
For visitors to turn into customers, a content marketer creates compelling stories that aptly fits into each sales stage.
Skill #4: Search Engine Optimization (SEO)
Search engines are the backbone for generating targeted traffic on your website. Market research indicates that organic SEO tactics produce 51% of website traffic and 40% of revenue. Subsequently, marketers must optimize their stories for search engines to gain more and valuable traffic.
Since SEO and content marketing are deeply intertwined, several training modules are available on the Web for marketers to gain preliminary or advanced knowledge.
These courses train candidates in the following areas:
- Research and analysis of Keywords
- Keyword placement in content
- On-page optimization
- Competitor analysis
Thus, with optimal SEO tactics, content marketers can successfully generate targeted traffic on a website.
Check out: Digital Marketing Tutorial
If you’ve made it to the end of this post, you now know just a little more about content marketing effectively. By keeping these simple steps in mind, you’re well on your way to developing a valuable content marketing skills that works not just today, but for years to come.
If you’re interested in diving deeper into the subject and cultivating the skills it takes to become a Digital Marketing expert, check out the PG Certification in Digital Marketing and communication by upGrad.