What is a content marketing role? (Plus tasks and careers)

By Indeed Editorial Team

Updated 21 November 2022 | Published 30 November 2021

Updated 21 November 2022

Published 30 November 2021

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 style of marketing that does not directly try to sell or promote but creates interest and generates additional information about a company's products or services. Content marketers look for creative and unique ways to promote a company and find new customers outside of regular marketing strategies. There are many content marketing roles that may suit your interests and lead to a creative and exciting career path. In this article, we review the different content marketing roles, its education requirements to work in this field and the daily tasks.

What is a content marketing role?

A content marketing role is a position where you create content for a business that helps them connect with their clients. Content marketing refers to any content that a business creates that does not relate specifically to its brand or service. For example, a direct advertisement for a new set of tyres from a business that sells car parts is not content marketing.

Instead, content marketing involves other mediums in which a business can connect with the clients uniquely, such as a podcast, video or social media post. So, if a business that sells car parts creates a digital newsletter that they send to clients with an article titled '10 Warning Signs That Your Tyres Are Near the End', this is content marketing. Content marketing is a way for a company to interact with their clients in a positive and informative way without directly selling to them.

Related: 14 content marketer traits

Daily tasks in content marketing

Most tasks associated with a content marketing role revolve around finding creative and interesting ways to inspire customers to take action. Some of the primary ways content marketers achieve this goal include:

Planning for the future

A lot of content marketing involves thinking ahead and planning for strategic marketing opportunities. Content marketers work closely with clients to plan out content in advance. For example, if you are creating content for a company that sells school supplies, there can be plenty of opportunities to create fun and interesting content throughout the summer. For example, you can release a weekly podcast that focuses on tips for how to deal with school socialising problems or an interactive social media post that asks people about their favourite memory from school.

You can familiarise yourself with using an editorial calendar and coordinating with clients so that content gets published on time. Deciding what media platforms to use, and when, is also a crucial element when planning for the future.

Managing social media sites

Content marketers also create, track and manage the content published to a company's social media site. Working with other members of a company's marketing department, content marketers work to create a uniform social media presence across many platforms. These social media sites can appeal to clients and encourage them to interact with the company positively, asking questions or engaging with social content.

What social media sites you utilise the most depends on the company and the customers they are trying to reach. Those in content marketing roles are typically extremely comfortable using these sites and always keep up to date with any changes or trends. Using these sites correctly can increase brand awareness, followers and, therefore, customers.

Creating video content

Using video creation sites is becoming increasingly popular for a brand's marketing campaign. Content marketers help create, shoot and edit videos that are entertaining and informative for their customers. For example, a company that sells travel insurance may make a how-to video about the top 10 packing tips or post a video review of a new hotel in a popular holiday destination. These videos can catch the interest of people just browsing travel topics on the Internet and eventually lead to the company's insurance site.

Related: Business development skills: definitions and examples

Creating gated content

A key goal of a content marketer is to interest potential customers in subscribing to gated content. Gated content refers to any information or marketing material that is available only to people who have provided their information. This information usually comprises a name and email address. In exchange for their personal information, the customers expect quality content such as a weekly newsletter with unique information about your company's industry, access to a video series or text updates whenever your business has discounts available on products and services.

You can create gated content that is unique and timely to ensure it is consistent and keeps up with recent trends to generate interest. Customers can leave gated content, and it's a content marketer's job to prevent this from happening.

Analysing data

The only way a content marketer can decide what marketing strategies are working is by analysing data. Using tools like Google Analytics and other data analysis software, you can report on the effectiveness of a particular strategy. By collecting and interpreting data, content marketers find out more about their target consumers and which type of media interests them the most. For example, finding out that social media polls result in twice as much interaction as reposting videos can end up changing your company's entire marketing strategy.

How to get a job in content marketing

The following are three main ways to enter the content marketing field:

1. Attend university

One way to start a career in content marketing is by attending university and receiving a bachelor's degree. You can get a four-year degree in either marketing, business management, digital marketing or advertising. Most universities require two to three A levels to apply for these programmes.

2. Receive a diploma

If you prefer a route with more vocational experience, then you can apply for a Higher National Diploma (HND). Receiving an HND in marketing or a related subject only takes two years and requires one to two A levels to apply. You can receive an HND from a university or a further education institution, which may even allow you to study for the diploma online. Students can also study part-time for a diploma, although this means it takes four years to receive a diploma.

3. Complete an apprenticeship

Another way to enter the marketing field is by completing an advanced apprenticeship. Apprenticeships combine practical training with study and allow students to be an employee in an actual marketing department. During this work training, students gain job-specific skills, work alongside experienced staff members and may even have the chance to turn their apprenticeship into a full-time job after its completion. Most advanced apprenticeships require five GCSEs at grades nine to four and can take between one and fives years to complete, depending on the level.

Once you complete your education and training, you can get involved in professional and industry bodies. A great way to do further marketing training and find networking opportunities is by joining The Chartered Institute of Marketing. Also, if you want to become a manager in the marketing area, it's a good idea to join the Institute of Data and Marketing, which focuses on marketing leadership skills.

Related: Higher Apprenticeships: Everything You Need to Know

Different roles in content marketing

Here are a few content marketing roles and what they entail:

1. Digital marketer

National average salary: £26,267 per year

Primary duties: Digital marketers promote a company's brand through social media, apps and websites. They focus on social media content and work with employees in the marketing department to brainstorm unique ways to interact with customers on social media platforms. Other tasks involve providing updated analytics on what social media sites are the most engaging, keeping up to date with trends, researching and analysing the competition and creating digital content campaigns.

2. Content marketing executive

National average salary: £26,352 per year

Primary duties: Also sometimes referred to as a marketing officer, a content marketing executive works a lot with clients and consumers to help determine the focus of a company's brand. The marketing team then uses the data executives gather to create specific content marketing. Some of their primary tasks include developing relationships with clients, researching customers' thoughts and feelings about specific marketing campaigns, organising and promoting events and understanding overall brand guidelines.

3. Content marketing manager

National average salary: £30,246 per year

Primary duties: Content marketing managers strategise how to promote products, services and the overall brand for a company. They usually manage a team of other marketing-related positions, such as digital marketers and freelancers. Some of their other tasks include managing a team of marketing executives, setting budgets and timelines, reporting on and analysing the effectiveness of campaigns and setting the company's social media marketing strategies and guidelines.

Related: 8 Essential marketing manager skills

4. Content marketing director

National average salary: £72,734 per year

Primary duties: Content marketing directors play a large role in the long-term development of a company's brand. They oversee the entire marketing team and their principal goal is to increase the company's share of the market. Other duties include overseeing content marketing campaigns, assessing market trends, reviewing the company's financial forecast, working closely with both the marketing and sales team and creating relationships with corporate partners.

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

Please note that none of the companies mentioned in this article are affiliated with Indeed.

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