6 careers in content marketing (with job info and salary)

By Indeed Editorial Team

Published 27 April 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Content marketing is a form of marketing that can be quite useful for attracting certain types of consumers. The objective is to provide useful information to generate interest and build trust with consumers. If you're interested in working in content marketing, knowing some job options can be quite useful for making a choice. In this article, we explain what content marketing is and then list six careers in content marketing for you to consider.

What is content marketing?

Content marketing is a marketing strategy that's useful for generating interest and engaging consumers. It usually involves various means like blog posts, videos, podcasts, articles and other media to discuss issues surrounding a good or service that you want to promote. This can be on social media, in online newspapers, e-books, video hosting sites, emails, blogs and newsletters. Many consumers might prefer to research a product prior to making a purchase or reaching out to a company, and content marketing allows companies to reach these individuals.

For example, a company that sells kitchen items might start a blog. On this blog, the company can share recipe ideas, tips for maintaining kitchen utensils and reviews of popular items. With good SEO and writing, a consumer who's thinking of buying kitchenware might find this blog during an online search. This could direct their attention to the merits of the company's own products, even though the blog isn't explicitly marketing them. Instead, the consumer is attracted to the useful information in the blog, which can raise their opinion of the company and generate interest in its products.

Related: 14 content marketer traits

6 careers in content marketing

Here are six careers in content marketing for you to consider, including descriptions and average salary expectations:

1. Content writer

National average salary: £25,080 per year

Primary duties: Content writers are important individuals within content marketing, specifically content marketing that's in written form. A content writer is someone who's able to produce easy-to-read, engaging, informative and relevant written work for a specific reader. They often work closely with marketers, product developers or clients to understand the target audience and tailor their work. Many content writers can specialise in a specific kind of work, such as blog writing, article writing or even press releases. Their primary duty in content marketing is to produce work that's both engaging and informative, while also supporting the brand.

There are no formal requirements to become a content writer. They require the ability to write, understand audiences and be responsive to feedback. A degree in English, journalism or a similar subject is useful but isn't essential. The most important thing is to get experience writing and develop a portfolio of work. Content writers can do this freelance as a side job or try to find entry-level work that's full time. They can then continue to write and accumulate experience to become a content writer. Copywriters possess a similar skill set and can perform most of the same functions.

Related: 9 essential content writer skills (with useful tips)

2. Advertising specialist

National average salary: £30,598 per year

Primary duties: An advertising specialist works with various types of media to identify the best ways of promoting a product or brand. This can include content marketing, among many other strategies. They conduct research into target audiences, build relationships with media organisations, create a strategy, manage costs, work with creative professionals and monitor the effectiveness of their campaigns. Other names for this position include media strategist, communications planner or advertising media planner.

There are various ways of reaching this position. One option is to get a university degree in a relevant discipline, such as marketing, advertising, media studies, operational research, business management or psychology. This can allow candidates to apply for junior advertising roles and then work their way up. Alternatively, there are apprenticeships for advertising and media executives which they can complete in approximately 18 months. After completing this, candidates can apply for media planning work. In some cases, they may be able to find entry-level work with just some GCSEs and acquire experience over time.

3. Graphic designer

National average salary: £26,560 per year

Primary duties: Graphic designers work in many areas of marketing, including content marketing. An important aspect of good content marketing is that it's attractive to consumers, which includes its visual design. Graphic designers can create visual branding, webpage designs, product displays, packaging and other aesthetic elements to make content more visually appealing. They can also work with photographers to find and edit images to accompany certain pieces of content like articles or blogs. Their primary tools are software applications for illustration, design and image editing. They can help generate creative ideas and maintain a brand's visual identity.

To become a graphic designer, it's useful to have some kind of training in the use of the relevant software. This can be through a university degree in graphic design, communication design, illustration or art and design. Alternatively, candidates can look for college courses in art and design, graphic communication and graphic design. They could even look for online courses which equip them with the skills and develop a portfolio of work they need for applying for jobs. A graphic designer's portfolio is one of their main ways of finding work and new clients.

Related: What is a graphic designer? Plus skills, duties and pay

4. Content editor

National average salary: £30,744 per year

Primary duties: A content editor is responsible for all of the content that an organisation produces. These are often specialised as web content editors, with alternative titles like digital editor, online content manager or content designer. The job is a mixture of research, assisting with the actual production of various media content and overseeing the work of others. This latter responsibility is essential for ensuring that content is relevant and within the brand's guidelines. Content editors can also use test sites to trial new ideas, work with developers to ensure easy access and review content periodically.

The requirements for this role are a mixture of experience and skills. Relevant skills include excellent written English, knowledge of design concepts and an understanding of SEO. Experience allows content editors to understand what's most likely to succeed. Consequently, there are many ways of getting to this position. Candidates can start with entry-level marketing work and gain experience over time or start with another job on this list and then transfer. Degrees in English, journalism, marketing and digital media can be useful but aren't essential. Candidates can also look for college courses and apprenticeships.

5. Digital marketer

National average salary: £26,426 per year

Primary duties: A digital marketer is a marketing professional who specialises in online media. They typically work with other professionals like writers and graphic designers to develop engaging content and campaigns to attract consumers. This can include researching target consumers, developing buyer personas, brainstorming ideas, managing lead generation, making proposals and managing online accounts. Some digital marketers could specialise in certain areas, such as producing content, search engine optimisation (SEO) or mobile marketing, which is marketing that's optimised for smartphone users.

Although a degree in marketing can be quite useful, there are many ways of becoming a marketer. The most important requirements are that candidates understand what engages consumers, how to market a product and the various aspects of the online world. The latter can include social media, blogs, video content and websites. They can also look for apprenticeships or college courses that focus on marketing or digital marketing. A background in psychology or journalism could also be quite useful.

Related: How to get into digital marketing (with steps and FAQs)

6. Social media manager

National average salary: £32,403 per year

Primary duties: Social media managers are responsible for a company's social media activities. Many organisations maintain various social media profiles to engage with consumers, promote materials and conduct market research. Social media managers can create these profiles, edit them to appeal to consumers, share content through them and engage directly with other users. They require an in-depth understanding of the various social media platforms, their respective uses and limitations. They can share content, produce content specifically for social media, track engagement, oversee competitions, develop strategies and promote the use of social media within the company.

Social media managers benefit from a knowledge of social media platforms, marketing practices and good writing skills. A degree in marketing, journalism, advertising, business management or design can therefore be quite useful. Alternatively, there are college courses and apprenticeships which can equip candidates with a lot of the necessary skills. Even without formal education or training, they might find entry-level work with some GCSEs and gain the necessary skills and experience over time.

Salary figures reflect data listed on Indeed Salaries at time of writing. Salaries‌ ‌may‌ ‌‌vary‌‌ ‌depending‌ ‌on‌ ‌the‌ ‌hiring‌ ‌organisation‌ ‌and‌ ‌a‌ ‌candidate's‌ ‌experience,‌ ‌academic‌ background‌ ‌and‌ ‌location.‌

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