4 Skills To Look For When Hiring A Content Marketer? (TOP 5 Tips)

These four skills are sufficient, but you should personalize the requirements to your marketing team and campaign.

  • The ability to produce grammatically sound and intriguing copy.
  • Pro journalistic-level research skills.
  • Knowing how to have fun with numbers.

What skills does a content marketer need?

The 9 most important content marketing skills and tools you need to focus on in 2022

  1. Content creation skills.
  2. Editing skills.
  3. Deep understanding of sales funnels.
  4. Planning skills.
  5. Research skills.
  6. SEO skills.
  7. Content promotion skills.
  8. Data analysis skills.

How do I hire a content marketer?

How to Hire Good Content Marketers

  1. Ask for writing samples right away.
  2. Assign a sample exercise — but don’t ask for free work.
  3. Ask the right questions.
  4. Use your content to give new hires a head start.

What should I ask a content marketer?

Content Marketing Manager Interview Questions:

  • How do you determine the style or tone of a piece of content?
  • Describe the role of data in your job.
  • Which metrics do you look at when measuring the success or failure of a content marketing campaign?
  • What has been your greatest success as a content marketing manager?

What do content marketing managers look for?

Content marketing managers are in high demand. Here are five characteristics to look for.

  • Writing and Editing Skills. Recent research shows that the most important skill-set for content marketing managers is writing and editing.
  • Curiosity.
  • Project Management Skills.
  • Creativity.
  • Industry Knowledge.

What can I expect from a content marketer?

Content marketing skills You know how to learn what your audience values, know how to appeal to them, and know how to create content that connects.

What is content skill?

Content skills, also known as technical, job-specific or vocational skills, include those that relate specifically to your line of work. Transferable skills are those which you can use in a variety of occupations.

How do I prepare for content marketing?

11 Steps to Create a Content Marketing Strategy to Grow Your Business

  1. Set Your Mission and Your Goals.
  2. Establish Your KPIs.
  3. Know Your Audience.
  4. Assess Your Current Position.
  5. Figure Out the Best Content Channels.
  6. Decide on Content Types.
  7. Identify and Allocate Resources.
  8. Create a Content Calendar.

How do I prepare for a content marketing interview?

Here are some tips to prepare for this answer:

  1. Find an example of a company whose content marketing you admire (do they have a cool blog?
  2. Sign up for their newsletter.
  3. Subscribe to their blog.
  4. Follow them on social media.
  5. Check out what other kinds of content they produce and how they promote it.

Why should we hire you for content management?

The larger your web presence becomes, the more reasons for hiring a content manager, someone who can keep track of all of your content—static, active, or time sensitive as it may be—and who can make sure that content never becomes stale, outdated, or irrelevant.

What characteristics do you have that can make you a successful marketer?

A marketer should have excellent spoken and written communication skills, a creative and open-minded approach, strong organizational and planning abilities, and proven team leadership qualities. Good marketers drive processes and are able to motivate others to see the end goal while completing day-to-day tasks.

What are the qualities of effective content?

Checklist: The 4 Key Qualities of Effective Content

  • The reason that some succeed and some fail is that, to be effective, content has to be more than just good: it must be compelling, fulfilling, convenient and efficient.
  • Content needs to promise value.
  • Having promised value, the content must deliver it.

What are the characteristics of great content?

The 5 Characteristics of Great Content

  • Readable. When you create content, nothing is more important than making it easy to understand, which mainly depends on whether the content is readable.
  • Engaging.
  • Consistent.
  • Findable.
  • Translatable.

7 Skills To Look For When Hiring A Content Marketing Strategist

Content marketing is quite popular right now! As a result, content marketers and content strategists are among the most sought-after job titles in the marketing industry. The transition away from sponsored advertising, via attempts at earned social media, and into “owned” media tactics that necessitate the use of content marketing strategists has resulted in a demand for content marketing abilities that greatly outstrips the availability of qualified candidates. One of the most frequently asked questions I get is “what skills should I look for when hiring a content marketing director or content strategist?” Once people realize they don’t need a content strategy, one of the most common questions I get is “what skills should I look for when hiring a content marketing director or content strategist?” In order to develop your content marketing team, these are the seven talents (plus one additional skill) to look for in potential candidates.

7 Skills To Look For When Hiring A Content Marketing Strategist

  1. Experience and, preferably, control of the resources responsible for the publication of a brand’s content through social media platforms is required for digital strategy. It is not enough to hire a community manager
  2. You must hire someone who understands the channels that your target audience uses, understands the intricacies and context of each, and knows how to leverage your company’s resources in order to achieve effect across digital channels. Organizing a project: Editors are project managers who have a thorough idea of what your company’s message should be, as well as how it should be delivered. I believe that you can educate editorial skills and that you can train someone on your brand’s voice and tone of voice. The capacity to manage plans and design a continuous publication schedule (as opposed to a campaign-based attitude) are essential. A thorough understanding of common analytic tools (such as Google Analytics, Omniture, and others) and optimization methodologies (such as A/B testing and multivariate testing) is required for content marketing. My first content marketing hiring was for an analytics specialist so that we could figure out what was working and what needed to be changed. Business Acumen: You require your content marketing leader to be able to translate what you are doing, why you are doing it, and how the business benefit of content marketing can be communicated to other business leaders. To demonstrate business value, you must demonstrate both the amount of content marketing key performance indicators (pageviews, social shares, and so on) and the monetary worth of your efforts. Strategize your content marketing strategy: Your content marketing strategist must be able to work miracles with few resources! In order to optimize the reach and potential of your own media sites, you must have an opinion on how to integrate original content production with curated, licensed, or syndicated material. The inbound marketing mindset is as follows: Perhaps I should have started with number one. Inbound marketing and content marketing, on the other hand, are a state of mind. You want someone who has proved success in gaining audience attention using traditional inbound marketing approaches (search, social). This includes a thorough grasp of search engine optimization (SEO) and the best practices for creating content that garners attention. Social Proof: I made it a requirement for every member of my staff to contribute to our content marketing initiatives. Not being a brilliant writer or having a large social following are not prerequisites. However, I was searching for individuals who were interested in learning how to develop regular content and expand their own brands through content and social media marketing. So check to see if they understand how to use stuff on social media for their own personal benefit (Twitter following, publishes regularly on a blog, active on Facebook or Instagram, etc). Alternatively, if they are not currently involved, they can develop an awareness of what brands or individuals they would like to imitate if they were
  3. (Bonus) Having a sense of humour: Life is brief, and we all put in long hours at our jobs. One of the most effective methods to reach your target audience is through humorous, interesting, and lighter material that breaks up the day’s monotonous routine. Hire somebody that can inject a touch of levity and some originality into your company’s content strategy.

Looking for more advice?

When people ask me this issue, I also mention Hubspot’s hiring process of searching for DARC abilities, which stands for Digital, Analytic, and Reaching an Audience with Content, among other things. People that know how to GSD (Get Stuff Done) and Growth Hackers have also been recommended, according to the experts. I completely agree! Joe Chernov, the head of content at Hubspot, recently shared some useful advice on how to hire a content strategist for your company. In addition, on the CMI blog, Melissa Breker provides an excellentroadmap for hiring a content strategist.

Interested in attracting new customers and converting them into paying customers for your company?

8 Skills Expert Content Marketing Marketers Need (+5 Nice-to-Haves)

“Everyone — and I mean EVERYONE — believes they’re a writer,” says the author. To be a content marketer, though, requires more than just a blog and a desire. According to experts, the following are the most important abilities for the position. According to Bill Gates’s statement from 1996, “Content is king.” “There is no such thing as a tiny firm that cannot participate.” It was true in 1996, and it continues to be true decades later. It’s difficult to do business today without coming across a content-led growth success story like HubSpot, Shopify, Ahrefs, or Zapier, since an estimated 79 percent of B2B organizations have a content marketing plan.

Using these free resources, prospects, purchasers, and repeat customers were all able to address difficulties.

However, it is more difficult than it appears.

Sixty percent of businesses who saw significant success with their content marketing in 2020 credited their success to website modifications and new content, according to the study.

Or, to put it another way, to content marketing experts who can assist them in adapting. So, what distinguishes people in the know — those who can drive HubSpot-style growth and pandemic pivots — from others who are just getting started? In order to find out, we spoke with the experts.

Meet the experts

  • Julie Neumark, the COO of MediaMarketing Minds and a seasoned content marketer
  • Annie Clark, a content marketer who began her career in the luxury DTC industry before going freelance full-time
  • Lauren Lang, a former college English instructor who claims that teaching effective communication to B2B SaaS companies is “really not that different” from teaching 18-year-olds
  • And others.

With cameo appearances by.

  • Dr. Fio Dossetto, the content expert behind thecontentfolksnewsletter
  • Tina Donati, content marketing manager at Octane AI
  • Rebecca Reynoso, senior editor at G2
  • Dr. Fio Dossetto, the content expert behind thecontentfolksnewsletter

What does an expert content marketing manager do?

Content marketers are more than just writers, as you may have seen. Yes, they generate relevant, consistent, and high-quality content that helps organizations establish owned audiences — and nurture them into leads — by educating and entertaining them. However, the most effective content marketers are capable of far more than simply writing blog posts, pitch decks, and website text. They also understand how to analyze and report on analytics for various sorts of content, as well as how to think strategically about content distribution channels.

will not take a fast glance around the sitethat we have to produce a blog and simply start producing,” he said.

  • Editorial directors: editor in chief, head of content, head of storytelling
  • Content strategist: content marketing manager, content specialist: content strategist
  • Copywriters: editors: writers

These titles, on the other hand, are not all synonymous. In Neumark’s words, “email marketing copywriting is a separate animal from website copywriting, which is a different animal from ad copywriting, which is a different animal from blog writing,” he explained. Copywriters are more likely to concentrate on producing paid advertisements, web page copy, and sales enablement, whereas content experts are more likely to focus on creating free, instructive material. Meanwhile, content marketers — the subject of this piece — are in charge of the entire process, from planning to development to distribution and everything in between Content marketing managers are required to do more than just write and edit; they are also expected to plan strategies, manage freelancers, disseminate their work, and report on performance indicators.

8 mandatory skills for expert content marketers

Many organizations rely on content marketing to help them increase their audiences, nurture leads, and reconnect with existing clients. It will need a lot of specialized expertise to make that happen. As a result of SEMRush’s research of 17,000 content marketing job descriptions, the following is a word cloud: Source:SEMRush Neumark, Clark, and Lang shared their insights with MarketerHire on the critical talents that distinguish experienced content marketers from novices.

1. Content strategy.

Your company has the ability to generate a limitless amount of content. However, you do not have an endless supply of content resources. So, what should you put first in your list? Typically, according to our panel of experts, they’ll begin with a thorough discovery process that includes digging deep into analytics, reading your company’s existing content, and interviewing clients.The type of content they decide to create will depend on the type of content they decide to create.”Content marketers should always be strategizing and ideating,” Donati told MarketerHire.

2. Project management.

Great content marketers are systems thinkers who understand how to coordinate the creation, distribution, and marketing of content. Content calendars — created in spreadsheets or on platforms like as Trello and Asana — are used by the most effective content marketers to prevent last-minute scrambles. Their content pipelines and due dates are tracked in these calendars, which also serve as a repository for notes and keyword research. It is not enough to just have a calendar on hand. The calendars of some companies are coherent, and they come up with extremely innovative concepts, according to Clark.

Their process does not consist of simply publishing something after it is completed and then going back in to correct any errors. Despite the fact that a large number of amateurs do.

3. SEO fundamentals and topic research.

How-to tutorials, infographics, and checklists are all available. aSEMrush research found that the most valuable content for businesses is created at the top of the funnel—and that, even years after the fact, buyers are still finding those articles using Google search Companies are incredibly fast to employ for positions that raise perceived awareness, but they are extremely sluggish to engage in content creation. I *continue* to receive 3-5 emails each week on articles I published for BigCommerce between 2 and 5 years ago.

  1. It’s a long-term investment in your future.
  2. The date is April 26, 2021.
  3. (Literally.) As a result, search engine optimization is quite important (SEO).
  4. In order to create content that genuinely answers people’s issues, experts must think critically about the phrases and the search intent of the ideal prospect.
  5. Source:SEMRush It assists companies in navigating Google’s continuously changing algorithm in order to ensure that their content is seen by the appropriate audiences — even if they are unable to follow that audience’s every step as they formerly could.
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4. Creative asset management.

Expert content marketers have comprehensive foldering systems to keep materials organized — as well as collaboration abilities to work with designers, authors, videographers, and other professionals. These tools make it simple to share files and templates amongst teams. Companies might lose track of their assets if they do not have a comprehensive digital asset management (DAM) system in place, resulting in a loss of time and resources. It frequently occurs when in-house creative teams are overworked and underutilized.

5. Copywriting and content creation.

Experts in the field believe that copywriting and content production are two distinct — but closely connected — efforts. Both copywriting and web content generation necessitate the development of writing abilities, yet they serve quite distinct functions. Consider the difference between a promoted social media post and a blog article, or the difference between a snappy headline and detailed body text. Frequently asked questions about the distinction between copywriting and content writing have been sent to me.

  • Eben Chidike (@EbenChidike)June 30, 2020—Content TELLS Copy SELLS— When it comes to copywriting, conversions are a measurable goal.
  • It also helps if they are familiar with the platform on which they are writing.
  • It is later in the funnel that content creation comes into play, and its goal is different: offering value to the consumer, whether by amusing them or solving their issues.
  • Clark considers content to be “an extension of the brand,” in his own words.
  • They have often had the experience of being “the only writer around” at lesser businesses, according to Lang.

As a result, she believes that looking at a person’s portfolio is really significant. “Are you able to adapt your writing style to the goal, the context, and the requirements of the audience?” Most competent authors should be able to do this.”

6. Editing.

Editing and writing are frequently confused in the public mind. However, because copywriting is not the same as content generation, the writing and editing abilities required are slightly different.

  • Writing entails conducting interviews, conducting research, and putting everything down on paper in order to convey a detailed and complete tale
  • When it comes to editing, it involves altering the structure and syntax, removing unneeded parts and words in order to highlight just the best

In an interview with MarketerHire, Reynoso stated, “A lot of individuals have fantastic ideas and can thread words together on the page nicely.” “However, this does not imply that they understand how to order their thoughts.” Top content marketers have extensive writing and editing expertise, and they can guarantee that their material is published just when it is ready for your audience’s eyes to see it.

7. Blog writing.

To be a successful content marketer, you must be able to write well. It is the fundamental ability. “Everyone — and I mean EVERYONE — believes they are a writer,” Reynoso stated emphatically. “Everyone — and I mean EVERYONE — believes they’re a writer,” says the author. Anyone may start a blog, but only a small percentage of people who do so are knowledgeable on how to create compelling material that will resonate with readers. Furthermore, information that no one reads is useless in marketing – or anyplace else.

That should be evident in a content creator’s resume or online portfolio.

8. Content analytics and tracking.

What is the purpose of your material, and how will you determine whether or not it was successful? When it comes to spreadsheets, a smart content marketer can use their narrative abilities. Once you’ve established your key performance indicators (KPIs), a content marketing professional should be able to measure them using technologies such as Google Analytics and goal/tag tracking, and produce monthly reports that include both qualitative information and quantitative analysis. Some content marketers may be more comfortable reporting download counts, webinar participants, and other metrics utilizing CRM and ESP platforms, such as Hubspot, rather than spreadsheets.

In Lang’s opinion, “a lot of firms would benefit from recognizing just how much a content marketer can offer in a strategic sense.” “A lot of businesses would benefit from learning just how much a content marketer can offer strategically,” says the author.

5 nice-to-have content marketer skills

Content marketers can’t do everything, and they won’t all have (or require) all of the skills and abilities listed above. Nonetheless, our panel of experts stated that these non-essential abilities might be useful in some situations.

1. Sales enablement writing.

An issue that frequently arises in business is the lack of alignment between sales and marketing departments. A content marketer should be able to provide pitch decks, testimonials, and whitepapers to sales team members in the best possible way. Neumark stated that salespeople “have a lot of wonderful ideas, and they have a lot of things that they desire.” The marketer’s job is to listen to the customer’s demands and find out how marketing may assist them. The best-case situation is that content marketing and sales work together to create a symbiotic connection.

“I am more knowledgeable about the product or service than anyone else.” Look for content marketers that make a practice of going outside of their divisions and joining new Slack groups to learn about new trends.

2. Script creation and voiceovers.

Since the popularity of video has grown to the point that Neumark describes it as “more of an expectation than a bonus,” Although a content marketer is not always a videographer, they should be able to develop screenplays, manage talent, and fill in for voiceovers when necessary – given that doing so is appropriate for your company. According to Lang, “If you’re creating films and you want to include your CEO’s speech, but your CEO doesn’t do well on video, then don’t do it.” Despite this, there are several more applications for video, such as testimonials or the promotion of longer blog pieces.

(After all, YouTube is owned by Google!)

3. Email newsletters.

Email marketing is a specialist industry in its own right, but content marketers may assist an email team by authoring email newsletters or subject line material for the emails they send. This skill set is similar to that of online copywriting. “Really, with the email, you’re trying to tease just enough to attract the click, which is similar to what you’d do on a website’s homepage,” Neumark explained. Some content marketers even specialize in the creation of email flow templates for their clients.

4. Basic understanding of CRO.

The terms conversion rate optimization (CRO) and content marketing aren’t synonymous, although they do have some overlap. A writer who knows conversion rate optimization (CRO) and the function that content plays in the buying process can help you increase revenues by a significant margin. When it comes to recruiting someone with copywriting duties, Lang believes that this should be the primary priority for the organization. All of the content marketing effort you’ve done to draw individuals into your audience will be for nothing if you don’t have the proper infrastructure in place.

5. Reporting and interviewing.

Amateur content is just material that has been repurposed from various sources on the internet. Content that has been expertly created is unique and provides significant value to your target audience. As a result, reporting and research abilities are required, such as interviewing subject matter experts and fact-checking material obtained from the internet. When it comes to content writers, Lang recommends hiring those that are more journalistic in nature. Rather than a content writer, what you actually want is someone who is more like a journalist.

Interviewing is something that an expert will be familiar with, and they will be enthusiastic in sourcing fresh ideas from other specialists.

When you talk to someone, “the level of knowledge that you get is really significantly greater than just saying, ‘Hey, will you provide a quotation to this story,'” Lang explained.

The future of the content marketer

More innovation and compassion, according to industry experts, will be introduced into content marketing in the next years. Increasingly, “empathy-driven marketing is becoming more effective,” Lang observed. According to her, content marketers that are able to combine the aforementioned talents with sensitivity to other people’s opinions would be in high demand in the future. If you’re looking for an experienced content marketer that meets all of the criteria listed above, MarketerHire can save you hours of time by searching LinkedIn and conducting the necessary vetting for you.

6 Key Skills You Need to Look For When Hiring a Content Marketer

However, although traditional media jobs are becoming increasingly scarce year after year, new opportunities for alternative storytelling vocations are emerging in unexpected locations. Since 2004, the number of job postings for “journalists” has declined by more than 10%. Jobs in the “content” industry, on the other hand, have increased by thrice during the same period. Brands and enterprises are attempting to acquire an advantage over their competitors by adopting content marketing as a method to accomplish this.

When it comes to content marketing, there are many different jobs to play: one day you could need a storyteller, and the next you might need a data journalist.

With such a broad and deep range of experience necessary, my team at Fractl was curious about the most sought-after job skills required for content marketing positions in 2019 and asked the following question: The number of content job vacancies increased by 33 percent from 2017 to 2018, according to the Bureau of Labor Statistics.

Considering this, what are the qualifications you should look for in individuals when hiring for a content marketing position in 2019?

The Most Important Hard Skills to Look for In Content Marketing Candidates

“Social Media literacy,” “Content Creation,” and “SEO” were the top three hard skills required in these posts, according to Indeed.

Social Media literacy

While social media has proved to be much too vital a strategy to entrust to an intern, our research indicated that it was still the most in-demand talent for interns working in content marketing. Given the fact that individuals frequently learn about a business on social media before visiting its website, being successful on social media requires more than simply understanding how to post on different platforms. Here’s a piece of advice from Ella Dawson, senior social media editor at the TED Conference: Stop regarding social media as a superficial subject that does not need the use of specialized knowledge.

Before you determine that your social media role is “intern-level,” consider the following: What’s fascinating about social media being included in many content marketing job descriptions is that social media is frequently considered a separate position from the rest of the content marketing team.

The combination of social media and other basic content marketing tasks indicates to the industry that, as a hiring manager, you should anticipate more well-rounded content marketers in 2019 —people who understand not just what produces outstanding content but also how to promote it.

TL;DR: The candidate should have a thorough understanding of all of the tasks listed above if you’re looking for “social media” positions. In addition, don’t hire for a “intern level role” if you aren’t comfortable with an intern learning on the job and serving as the face of your company.

Content Creation

Despite the fact that “content generation” is one of the first things that come to mind when thinking about what a content marketer does, it was only mentioned in slightly more than half of the job advertisements. What does the process of content development entail? While a wide word, content production typically refers to the process of creating material for a website or platform, from the first concept through the final publication. If you want an infographic for your blog, the following is an example of “content production” in action:

  • The process of developing a concept for the infographic
  • The source (either an existing data collection or the creation of a new one) is identified. Identifying and analyzing insights Creating a visual representation
  • Writing appealing copy (that is also search engine optimized)
  • Putting it up on your company’s website is another option.

A variation of this approach might be used to create video content, blog material, podcast content, social media content, and other types of content. While it is OK if your applicant does not have direct experience developing every sort of material available, “content production” as a talent can be applied to any platform or technique. Briefly summarized, if you are employing someone to develop content for your brand, be sure to include that information in the job description. Additionally, define what kinds of articles you require them to generate!

What kind of material do you want to put on social media?

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What is the content of your blog?

Do you want long-form content?


Is it really vital to hunt for SEO professionals when recruiting for a position as a content marketer, even if the majority of content marketers have a good degree of expertise about SEO? All evidence point to yes, since this challenging ability was included in over 40% of job advertisements, indicating widespread demand. For starters, if your prospects aren’t aware with keyword research, they’re losing out on a critical technique for discovering what kind of material people are looking for on the internet in general.

SEO is famously dynamic; unless it’s your full-time profession, it might seem hard to remain on top of the latest methods and Google Search adjustments unless it’s your full-time passion.

Inform your team by having them go through SEO case studies, subscribe to authoritative SEO-related websites and blogs, and follow the most well-known SEO specialists on social media to keep current.

Other Top Skills

Project management, design, and public relations were all cited in content marketing job advertisements as additional abilities. It may come as a surprise that paid social and paid search were included on the list of 21 talents. Given the fact that those abilities were listed in so few job advertisements overall, it’s more necessary to concentrate on the top ten.

Although you may not require your content marketer to conduct 50 paid ad campaigns each year, it is an extra benefit if they have a basic grasp of sponsored search and social—particularly when developing content for those platforms.

The Soft Skills to Look Out for When Interviewing Content Marketing Candidates

As a recruiting manager, you could be tempted to concentrate solely on the technical abilities you want for your team members. However, it is the soft skills that, in many cases, distinguish a candidate from the rest of the pack. In the long run, soft skills are what decide whether or not an employee will remain with the company after being hired. If you don’t take into account the soft skills that are necessary for the role, you can find yourself hiring for the same position again and over. While it can be difficult to determine whether or not a candidate possesses the necessary soft skills during the interview process, ask pointed questions that inquire about the candidate’s ability to collaborate with others, time management, and what they believe their contribution to the company’s overall goals will be.


Our analysis found that “interpersonal” skills were indicated more than 54 percent of the time, making it the most often reported soft skill. When it comes to interpersonal skills, what does it mean to be effective? Listening to your coworkers, doing well in cooperation and collaboration, being trustworthy, and displaying empathy are just a few of the many examples. A candidate may be on their best behavior during the interview and wow you with their content marketing industry knowledge, but if they fail to demonstrate excellent interpersonal skills after being hired, it will immediately become apparent to your team that they are not a well-rounded prospect.

It is possible that these interpersonal skills, in addition to being beneficial to your team, are what allow employees to generate stronger content that resonates with others.

Hard Working

“Talent alone will only go you so far if you don’t work hard.” -Gary Vaynerchuk, founder of VaynerMedia As with interpersonal skills, your applicant may be the Albert Einstein of content, but if they don’t create much output, they’ll be the first one out the door if there is a decrease in the company budget. After all, what’s the point of employing excellent talent if your team doesn’t have anything to show for it? Candidates for content marketing positions must be prepared to work hard. They will be honored if they exhibit their work ethic to the rest of their team.

Growth Oriented

The focus of your new team member should be on growth, rather than on performance, which can be tempting for new employees who are unclear of where they stand in the organization. They are growth-oriented if they are any of the following:

  • Determined in their pursuit of ongoing learning and growth
  • Open to constructive feedback
  • And capable of adapting to change. Willingness to learn and grow
  • Having the ability to envision oneself in the company’s long-term vision and having their own career ambitions connect with the company’s long-term vision

If we look at the abilities that weren’t as heavily highlighted, “creative” was only mentioned in approximately 15 percent of the job listings, which is a bit unexpected. Most content marketers would agree that being creative is something that they must do on a daily basis. To produce the most appealing content in your given vertical that will also outperform your rivals, you must approach your ideation with a creative attitude in order to outperform your competition. In a similar vein, time management was mentioned less frequently than other talents.

A content marketer wears several hats and is typically responsible for managing multiple initiatives at the same time.

In today’s content marketing environment, time management is critical, and it should not be overlooked, despite the fact that it is only included in fewer than 15 percent of the job descriptions posted on our site.

The Industry is Growing

For example, “creative” was barely mentioned in roughly 15 percent of the job listings, which is surprising considering how important it is. Being creative is considered to be a daily need by the majority of content marketers. When you’re attempting to develop the most intriguing content in your particular vertical that will be compelling to your audience and outperform your competition, you must approach your ideation with a creative attitude. In a similar vein, time management was stressed less frequently than other talents throughout the interview.

Often, a content marketer is juggling many initiatives at the same time while wearing various hats.

How to Recruit the Best Content Marketers

To suggest that content marketers are in great demand these days would be an underestimate of the extreme magnitude of the situation. Openings for content marketing roles surged by 33 percent between 2017 and 2018 — and show no signs of slowing down in the foreseeable future. It should come as no surprise that firms are finding it more difficult to recruit qualified candidates for these positions. In fact, according to a survey of 400 business leaders in the United States, 45 percent of advertising and marketing executives said it is difficult to locate qualified content team members.

To find out, we spoke with Heike Young, who is a finalist for the 2019 B2B Content Marketer of the Year award from the Content Marketing Institute and a Senior Manager for Industry StrategyInsights at Salesforce, where she is responsible for the content strategy for retail and consumer goods insights.

Here are her four most important recommendations for recruiting content marketers in today’s competitive environment:

Tip1: Look for story-minded marketers who can evolve with your team’s needs

In today’s firms, content teams are expected to wear several hats, according to Young. “Their responsibilities span marketing, sales, analytics, creative, social, and a variety of other areas. When building a content team, especially a small and agile one, it is possible to identify individuals who are exceptionally talented in only one or two areas. However, finding someone who is actually business- and strategy-oriented, as well as being a creative and good writer, can be tough. But it is the golden passport to content marketing success,” says the author.

The fix: Hire for soft skills, not just writing chops

It is possible and desirable for the material your team develops to evolve over time, according to Young. ‘Don’t exhaust your resources trying to locate someone who is the ultimate expert in a single narrow field. Instead, look for someone who is enthusiastic about learning new topics and who knows how to conduct research in the manner of a journalist.” Curiosity, research acumen, and the capacity to think like a librarian are the soft talents that Young considers to be the most crucial. “The larger a content team gets, the more likely it is that you will have more material,” she explains.

However, how is it structured? Is all information indexed and searchable in a systematic manner? To work well together, members of the team should have a common method of keeping organized, or at the very least be able to communicate effectively.”

How to suss out soft skills in your interviews

Make sure to include an interview question that will allow you to gain a sense of a candidate’s interpersonal abilities. Taking one recent example, Young asked the following question: “If I asked you to research and write about a new topic, how would you go about doing that?” in order to determine the candidate’s research methodology

Tip2: Prioritize different skills based on business and team size

There is a significant difference between recruiting content marketing expertise for a startup and employing content marketing talent for a major organization. Having a clear understanding of what your recruiting team is looking for can assist you in making the best decision possible when evaluating candidates’ talents and experience.

At startups, prioritize creationanddistribution

The most crucial thing when hiring a content marketer for a business, Young argues, is finding someone who knows not only content generation, but also distribution and distribution platforms. “Content only has an impact if someone chooses to interact with it in some way. Look for someone who has additional social media, email, or advertising experience and who can get your material spread to your target audience in a creative manner.”

At enterprises, prioritize networking

As Young points out, “In a huge corporation, it is vital for every new marketer, whether they are creating content or not, to network successfully inside and grasp the company’s inner dynamics.” What is the best way for a candidate to traverse a complicated organization? How do they make use of internal resources to find solutions to problems? When it comes to large corporations, resources are frequently available, but you must know where to search. It’s critical that new personnel be able to come up to speed as fast as possible.”

Tip3: Vet candidates through writing samples, assignments, and LinkedIn

In Young’s opinion, “LinkedIn isn’t a panacea.” “I have a lot of wonderful employees who don’t even have a LinkedIn profile.” However, if a potential candidate posts or likes LinkedIn material on a regular basis, it might provide you some insight into their network, who has suggested them, and even their hobbies.”

Writing exercise checklist

To assess a content marketer’s writing skills and disclose how they approach their work, you’ll want to collaborate with your hiring manager to develop a brief writing exercise that will be shared with your hiring manager. Refer to the following brief checklist to ensure that this step of your interview process is as productive as possible. Sections of a successful writing assignment include the following:

  • Summary of the main assignment
  • Summary of the target audience
  • Writers might use this material as a starting point for their work. Deliverables (for example, what type of content they will submit)
  • Specify your objectives for the piece of content
  • Style guide for the company’s tone, voice, and appearance
  • Any more stuff that should be included

Tip4: Watch out for red flags during the interview process

The greatest way to comprehend a person’s experience is through their resume or CV, says Young, “but interviews are the best way to understand their communication style,” she says. I believe that being able to communicate well with people is one of the most important tasks in any size organization, and I recommend that you utilize the interview process to measure how that individual communicates.”

Content marketer red flags

If you are hiring for a content marketing position, there are a few characteristics you should look for in candidates as they proceed through your interview process. The following are two of the most obvious red flags: As Young points out, “excellent email or text communication is essential in every sector.” When it comes to responding to short emails simply and quickly during the interview process, I don’t anticipate it to alter much if they’re brought on full time, says the expert. When interviewing someone, Young advises that if their responses regularly demonstrate an excessive amount or a deficiency of information, whether too specific or overly broad, “this is likely to be indicative of their overall communication style,” he explains.

Final thoughts: Attract strong content marketing talent with a stellar job description

Nothing puts your team in a better position for hiring success than a clear and compelling job description, which is especially important when attracting content marketers, who can smell generic language from across the room. But it’s not just about the words you use to describe the position; it’s also about the emotions you elicit from your readers. To win over the most talented content marketers, you must demonstrate how your organization will support their professional development while also providing them with the creative freedom to develop campaigns that provide value to the company (whether through new business acquisition or retention).

Check out our guide, Rethinking the Job Description, for more information.

5 Skills To Look For When Hiring A Content Manager

Finding out about and comprehending the process of hiring a content marketer might be a difficult effort. Despite the fact that blogging has been around for more than two decades, businesses are just now beginning to see the potential that it has in terms of marketing efforts and engaging with prospective consumers. As it turns out, content marketing is today one of the most efficient means of creating new leads for businesses and also of converting those leads into customers. According to the Content Marketing Institute, 40 percent of B2B marketing efforts are spent on content marketing; this statistic is from 2018, which implies the amount is likely to be considerably greater currently, given the rise of blogging for marketing and profit.

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Social media has played a critical role in increasing traffic to content and broadening the reach of material to targeted readers.

What are the essential talents that a content marketer must possess in order to give something of value while also generating a return on investment?

In this tutorial, we’ll go over the following topics:

  • What it means to be a content marketer
  • The top five abilities to look for when hiring a content marketing
  • Coding and HTML are additional skills.

With our guidance, you will be better equipped to make educated judgments about what sort of content marketer can truly give the quality and skill set you are seeking for to take your content from words on a page into leads and conversions for your business. Let’s get this party started!

What is a Content Marketer?

Understanding what a content marketer is and what to look for when hiring one is essential to understanding what you should truly look for when hiring one. A content marketer is someone who possesses exceptional writing abilities and who is capable of creating captivating and engaging material that entices readers and causes them to feel a connection to your company, product, or service, among other things. The majority of organizations believe that this is the most challenging task they are now facing.

  • Content marketers are also not inexpensive; some of the best content marketers will charge upwards of hundreds of dollars per hour, making it all the more vital to choose the appropriate person for your project.
  • Given that content marketers are frequently self-employed, they have the freedom to charge whatever they want, placing you at their mercy in a sense.
  • It’s a big choice, especially when there’s so much at stake and a significant percentage of your marketing budget on the line.
  • This will allow you to personalize the skills to the individual you’re trying to hire for your team.

What to Look for When Hiring A Content Manager

These are the five characteristics that you should be looking for when employing a content marketing. Because every organization or business is different, you may have some additional, special requirements that must be met. Consider those requirements in terms of these talents and where they could be able to fit so that you can evaluate your content marketing prospects in a measurable way before determining which one is the best fit for your organization’s demands.

Superior Research Skills

Journalists are increasingly being put in positions as content marketers, and this isn’t a coincidental development. Journalists are able to generate material that is real and backed up by facts because they have excellent research abilities and the capacity to uncover claims and back them up with evidence. This is best demonstrated by Buzzfeed, which is one of the most popular online publications. However, they are much more than that. They are a website that most people identify with fun and odd online quizzes, but they are so much more.

As well as Forbes and Business Insider, there are a number of other websites that accomplish the same thing.

Material marketers must conduct thorough research on their themes in order to produce accurate and informative content to their target audiences.

This is an important component of content marketing. If you’re still not persuaded, consider the following examples of why research is an important talent to look for when hiring a content marketer:

  • They must be familiar with and do research on your client or audience’s interests, problems, demographics, and other relevant information. When creating content, content marketers should be able to identify rivals, where their brand is currently positioned, as well as gaps or areas of potential. Content marketers should also have a thorough awareness of your firm, its goods, and what distinguishes you from the competition, as well as how to incorporate this knowledge into their work.

You want your material to have a high degree of credibility and authority, and having a content marketer with outstanding research abilities is essential for this. A content marketer’s research isn’t organized in a standardized manner, but he or she will likely perform a range of different things that you should be on the lookout for when interviewing one. Some people do direct interviews, while others conduct searches on Google, participate in forums, or utilize tools such as BuzzSumo. Any content marketer worth their salt understands the value of research and understands how to utilize it effectively to improve the quality of the material they produce.

Ability to Create Grammatically Correct Writing that Captivates an Audience

This should come as no surprise given the fact that we’ve all had a “facepalm moment” due to poor language in advertisements and other media at some point. Take a look at this compilation of the worst blunders and spelling mistakes collected by HubSpot if you want to see some truly humorous instances. If nothing else, it will provide you with a nice laugh for the rest of the day. In order to write effectively, content writers must be well-versed in the craft of writing, including its technical features and norms.

  • Not only that, but with the rise of online textual communication platforms such as Twitter, Facebook, and others, the demand for long-form writing has diminished, as has people’s ability to pay close attention to the finer points of syntax and spelling.
  • Is everything all right?
  • You must have a firm grasp of the foundations of the English language in order to be taken seriously.
  • Recent Grammarly research on LinkedIn found that having less grammatical errors was associated with having more promotions; in fact, individuals who had fewer promotions produced 45 percent more grammar errors than those who had about 6-9 promotions over a 10-year span.
  • So, with that in mind, what is the most effective technique for evaluating the grammar and sentence structure of your potential content marketer?
  • To avoid having to do this manually, you may upload the document into Grammarly and run a fast check over it.
  • Although some technical grammatical faults, such as finishing a sentence with a preposition, have been commonly accepted, these sorts of errors may be disregarded because the writer may have intended to use them to convey a specific tone.
  • What is the most important thing?
  • Additionally, content marketing professionals must be “word magicians” in the sense that they must create material that is both interesting and accessible to a wide variety of users.

In order for content writers to be effective, they must make deliberate decisions about word choice, tone, and how their work will relate to their specific target audiences. As the saying goes, the cream always rises to the top, so here are a few things to look for while making your decision:

  • It is incredibly effective to use terms like “you” and “your” to establish a direct connection with the person reading in order to assist them identify with the article. This aids in the development of trust and a relationship with the reader, allowing them to relate to and identify with the material matter. A compelling title, subheadings, and call-to-actions: Given the fact that 80 percent of readers don’t even read past the title, it’s critical for content authors to put their best foot forward and pull readers in early on. CTAs are also critical in convincing the audience to do the action that the content is guiding them to take. Choosing the most appropriate subject or angle: it is not enough to have superb grammar and a few interesting anecdotes to tell
  • Keyword research and content-based research are two methods that content marketers must master in order to captivate readers through fresh and fascinating viewpoints while also incorporating things that work and generate traffic—keyword research and content-based research.

Examine whether or not your content marketing candidate can check all of these boxes, and whether or not they can do it with consistent content creation rates; one post every month will not make it anymore. Additionally, you want a writer who will meet deadlines and who is enthusiastic and involved in the job that they perform, in addition to having excellent grammar and content writing skills.

Stays on Track with Publishing Schedule and Project Management

In order for a content marketing strategy to be effective, it must be followed precisely. Successful and experienced content marketers recognize the importance of a plan and realize that following the plan is what ensures the strategy’s overall success. In content marketing, meeting deadlines is critical, and missing even one may have disastrous consequences for a company’s bottom line. The ability to plan out material and adhere to a timetable is essential for successful content marketing campaigns.

Also necessary are clearly defined and quantifiable objectives that can be addressed with other partners who have an interest in the success of the content marketing campaign.

The use of the SMART framework may assist in clarifying the content marketing plan and keeping things on a measured route that leads to successful outcomes.

Knows how to Use Numbers Strategically

In many cases, posts that include data and figures perform better and receive more shares on social media, which is why having a content writer that understands how to include important data and statistics into their material is essential. Research and analysis are also beneficial for content writers since it allows them to develop their own data, which in turn allows them to publish unique and insightful material that readers will not be able to discover elsewhere. Not only that, but a content writer must be aware of the types of material that are statistically doing well in order to be able to follow the numbers in the appropriate direction.

  1. In addition, key performance indicators (KPIs) must be examined.
  2. There are certain important reports offered by Google Analytics that can assist you in identifying them and determining the direction in which you should be moving.
  3. One well-known hypothesis asserts that only 20% of your content offerings will account for 80% of your total site visitors.
  4. Finally, it’s not only about creating content; it’s also about content marketing.

A highly skilled content marketer will be familiar with a variety of technologies, like Google Analytics, Excel, and A/B testing tools, to name a few. If your organization makes use of any specific ones, you might bring this up with your prospective employee (s).

Focused on and Understands Value

Last but not least, a competent content marketer would recognize the significance of adding value to the audience’s experience. Quality matters, and your content marketer must be able to distinguish between an excellent piece of content and one that isn’t going to be of much assistance to you. In order to effectively communicate with readers, professional content marketers must learn to put themselves in their shoes and not only identify their problems, but also sympathize with them. While it may appear that the content marketer is in command of the overall content marketing strategy, this is not the case; rather, it is the audience who is in charge of the plan.

In order to do so, content marketers must assess how effectively their material is actually addressing the needs of their target audience; for example, is the content creating a connection with my audience and will it keep them coming back for more?

You must have a content marketer that is capable of reaching people with valuable, interesting, and relevant material that strikes a chord with the reader and builds trust.

Added Skill: Familiar with Design and/or Basic Code

Content marketing is more than just words on a website; it also involves the use of visuals and relevant imagery to keep readers interested and entertained. In fact, when compared to text-only material, articles featuring photos may increase engagement by up to 650 percent. This is an essential notion, and marketers are well aware of it. Your content marketer would ideally understand this and incorporate graphics into the material; if you have a designer on staff, this may be quite simple to accomplish; nevertheless, on occasion, your content writer may be required to perform this function.

Additionally, having a rudimentary grasp of code is beneficial for content marketers since it may make a significant impact in the overall appearance and feel of your material.

Content marketing professionals may also be required to write on technical issues such as search engine optimization, HTML, or other areas that demand in-depth understanding.

This sort of expertise may be acquired over time with the right training. There are a plethora of online courses available that provide comprehensive instruction on a variety of topics; they can be found on sites such as Udemy or even on YouTube tutorials.

Conclusion: How to Hire a Skilled Content Marketer

There is no doubting that content marketing is a valuable and constantly developing component of marketing in today’s company environment. It has become the focal center of many companies, and it will continue to grow in importance in the future. Therefore, understanding the skill set that a professional content marketer should possess may be beneficial when searching for a content marketer who will give results and return on investment (ROI). In addition to being writers, content marketers are well-rounded professionals who understand how to reach a specific audience, how to customize material based on data, and a variety of other skills.

Have you ever employed a content marketer to help you with your website?

Is there anything else you look for in a content marketer when you hire him or her?

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