WHAT DOES A CONTENT MARKETER DO?

Published: August 13, 2024 - The Content Marketer devises a cohesive digital marketing strategy across social media and the company's website, maintaining an active presence. This role involves crafting and editing content for diverse audiences, ensuring consistency in brand voice. Additionally, the marketer collaborates on digital and print media, analyzing competitor strategies and staying updated with industry trends.

A Review of Professional Skills and Functions for Content Marketer

1. Content Marketer Duties

  • Content Strategy: Formulate content strategies across all marketing channels, including the website, blog, social media, email, podcast, and video.
  • Market Expansion: Build and expose online presence in undiscovered markets, under-utilized channels, untapped strategies, and help the audience fall in love with the brand.
  • Keyword Research: Perform keyword research to uncover new content opportunities.
  • Data Analysis: Analyze customer data to find trends and opportunities.
  • Performance Optimization: Use data to determine content effectiveness and optimize performance.
  • Marketing Communication: Drive and enable marketing communications and storytelling.
  • Content Design: Design and deliver marketing content in line with brand guidelines.
  • Content Management: Manage and drive the digital marketing content tracker.
  • Community Leadership: Lead and support a community of marketing curators and contributors.
  • Knowledge Sharing: Facilitate learning and knowledge-sharing sessions as part of planned content initiatives.
  • Vendor Management: Source and manage relationships with external vendors and partners.

2. Content Marketer Details

  • Content Planning: Responsible for the planning and creation of visual and written content.
  • Content Creation: Create engaging content for paid channels.
  • Content Distribution: Provide partners (paid/unpaid) with content and information.
  • Influencer Marketing: Influencer marketing, conceptualization, briefing, planning & follow-up.
  • Channel Development: Identify and develop new potential social media channels.
  • Campaign Coordination: Plan and lead campaign material ordering together with a graphic designer.
  • B2B Content Creation: Craft articles, ebooks, and white papers on B2B topics that will strike a chord with potential customers.
  • Cross-Channel Content Development: Develop long and short-form content across channels including social media, paid acquisition, and email marketing, telling the Continu story.
  • Research: Research topics, industry trends, and keywords that align with prospects.
  • SEO Analysis: Focus on and analyze organic search growth month-over-month.
  • Content Innovation: Identify opportunities to innovate across varied content formats, such as articles, videos, presentations, and executive summaries.
  • Team Collaboration: Collaborate with writers and the marketing team to develop compelling content.

3. B2B Content Marketer Responsibilities

  • Content Strategy: Own and develop the B2B content strategy to ensure predictable growth of organic traffic, content-influenced leads, SQLs, and revenue.
  • Blog Content Creation: Create highly valuable blog content and make sure it’s distributed as effectively as possible through all relevant channels.
  • SEO Management: Conduct keyword research, on-site SEO, backlinking, and all things related to growing organic search traffic.
  • Copywriting Expertise: Be the go-to person for all things related to copywriting (landing pages, product).
  • Social Media Management: Manage and develop Singa’s B2B social media presence (LinkedIn, FB, IG) to grow awareness and generate leads.
  • Content Calendar Management: Manage the content calendar.
  • Data-Driven Content Strategy: Track, analyze, and report content metrics, and make content decisions based on data.
  • Visual Asset Coordination: Ensure that product and brand photos are up-to-date and coordinate the production of all visual assets, both print and online.
  • Global Marketing Strategy: Take part in developing the global marketing strategy together with the rest of the marketing team.

4. Content Marketer Accountabilities

  • Company Values Adherence: Abides by and upholds company values.
  • Strategic Marketing Support: Supports the AirportLabs strategic marketing goals and organizational priorities through the creation of compelling, persuasive, on-brand copy for a variety of materials, including website and social media.
  • Content Research and Dissemination: Researches, identifies, writes, and disseminates stories via various platforms (web, newsletters, print, social, and others).
  • Stakeholder Collaboration: Liaises with the design team and project stakeholders (project managers, project leads, business analysts) to create product B2B presentations.
  • Multimedia Content Development: Develops engaging multimedia marketing content that enhances stories, reinforces strategic messaging, and elevates visibility and engagement among internal and external target audiences.
  • Editorial Calendar Management: Contributes to creating and managing the editorial calendar.
  • Editorial Governance: Develops editorial governance so content is consistent with brand voice, style, and tone.
  • Marketing Support: Performs other duties assigned in support of the Marketing and Communication efforts, such as helping to organize events, produce promotional goodies, craft content for social media, digital campaigns, print collateral, videos, publications, and other priority initiatives, with a focus on employer branding.
  • Event Participation: Participates in events organized by third parties dedicated to the tech and/or aviation industry.
  • Team Collaboration: Acts as an active, integral member of the Marketing and Communications team, participating in team meetings, internal and external events, planning sessions, and contributing to the overall marketing strategy.
  • Brand Promotion: Promotes AirportLabs as an employer.
  • Industry Learning Engagement: Engages in learning activities related to aviation, so that he or she better understands the industry in which are operating.

5. Technical Content Marketer Functions

  • Message Platform Development: Develop an overarching Message Platform to communicate Rafinex’s core technology, product features, and ultimately the business value and impact.
  • Digital Marketing Strategy: Devise a coherent digital marketing strategy across social media channels and own website and maintain an active presence.
  • Content Creation: Create and edit written content for a wide range of audiences, ensuring the content is as broadly accessible as possible and that Rafinex has a consistent brand voice.
  • Graphic Content Development: Work with internal teams to develop digital graphic content, ranging from tables, charts, images, infographics, interactive notebooks, and videos.
  • Style Guide Establishment: Establish style guides and best-practices recommendations.
  • Material Review: Review Rafinex’s public material covering user documentation & tutorials, case studies, and pre-sales documents to ensure adherence to the above.
  • Print Media Creation: Create printed media including brochures, posters, and banners for early-stage lead generation at tradeshows and events.
  • Software Utilization: Use Rafinex’s software to generate content, including tutorials and demonstrator examples.
  • Competitor Analysis: Investigate competitor websites and benchmark content performance providing feedback and recommendations.
  • Industry Trend Monitoring: Keep up to date with the latest industry trends and needs of the audience.