Everything you need to know about a career as a Content Marketer
A Content Marketer is responsible for setting and executing the content marketing strategy that turns more potential customers into buyers as well as existing customers into repeat buyers.
This includes creating an editorial calendar and managing the entire content process from ideation and research to writing, editing, distribution, and measuring results. As part of this process, they are typically tasked with hiring and managing freelancers to help with various stages of this process.
They typically report to a Director of Marketing or VP of Marketing. In smaller companies, they might report directly to a founder or cofounder.
Over the last decade, this role has generated an increasing level of interest, as you can in the graph below (from Google Trends).
This role is more common in B2B companies, startups, or any organization where there is a longer sales cycle, a focus on generating inbound leads, and increasing customer lifetime value.
Companies should hire a Content Marketer as soon as their product or service has some initial, organic momentum.
One of the biggest mistakes that companies – mainly tech startups – make is hiring a Content Marketer as their first marketing team hire. Another common mistake is over-valuing writing expertise over solid marketing and editing chops.
Here are signs that you’re ready to hire a Content Marketer:
As you scale content production, this is when you may want to bring additional content marketing team members, freelancers, or a content marketing agency to increase your bandwidth.
According to our report, a Content Marketer in San Francisco, Chicago, and New York City earn the most. They net an average of $70,000 – $125,000 in base salary.
|San Francisco, CA||New York, NY||Austin, TX||Chicago, IL||Los Angeles, CA|
|Base | OTE||Base | OTE||Base | OTE||Base | OTE||Base | OTE|
|$85-125K | –||$70-110K | –||$70-110K | –||$70-110K | –||$85-110K | –|
The day-to-day responsibilities of a Content Marketer may include:
While this will look different depending on the size of the company and who the Content Marketer reports to, here are some common KPIs to evaluate a Content Marketer.
In our experience, many companies focus too much on writing skills and not enough on marketing, editing, data, and project management skills.
Here are some skills to look for:
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