9 Skills Mastered By A Content Marketer

The skills of a content marketer, as shown on a periodic table
Standard
The skills of a content marketer, as shown on a periodic table

Credit: econsultancy.com

If you peruse online job boards, you see titles like content marketing manager, content marketing strategist, content marketing consultant—the list goes on.

That’s because over 70% of companies plan to increase their content marketing. And it takes a strong content marketer to brainstorm, create, execute and deliver the results.

But what are the skills of a content marketer that make this happen? Here’s my list:

Strategy

A content marketer must think with the left brain. These strategic skills of a content marketer leads to understanding the big picture, developing strong goals and putting several processes into place for the campaign or project at hand.

Creativity

A content marketer must also think with the right brain. In content marketing, story and presentation are both key to winning the attention of a target audience—and a content marketer gets that. The creative skills of a content marketer also include video and design in order to produce visual content.

Influence & Energetic Promotion

Content marketers market the marketing. The social media-savvy skills of a content marketer revolve around knowing which channels to publish the content marketing, the best times to publish and what influencers and/or brands to reach out to optimize content magnification.

Analytics

Stats don’t scare a content marketer. In fact, those in content marketing are rather obsessed with data. It takes the skills of a content marketer to know the difference between the many metrics and decide on which metrics to use and monitor based on the marketing and company goals.

Collaboration

Be it internal or external, collaboration skills of a content marketer are necessary to get the job done. A content marketer collaborates both with the content marketing team and company stakeholders as well as with agencies, freelancers, analysts and other companies on any given content marketing project.

Voice & Branding

It takes the skills of a content marketer to uphold how the content is written and presented for their target audiences. Whether it’s witty and humorous or straightforward and sincere, a content marketer never lets the content marketing stray from the company’s brand and voice.

Writing

It’s probably no surprise that the writing skills of a content marketer are pretty sharp. A content marketer has SEO, HTML, spelling and grammar, attention to detail and storytelling down to a science—or an art.

Innovation

Being persistent, resourceful and fearless are just some of the necessary skills of a content marketer. In fact, there is no time to be afraid when it comes to trying new things and possibly failing. Fortunately, content marketers thrive on the real-time, think-on-your-feet atmosphere of content marketing.

Industry Knowledge

A content marketer knows the industry like the back of their own hand. The street smarts—or skills—of a content marketer include company/product knowledge, market insight and customer/audience insight. In content marketing, learning about the industry is an enjoyable cycle that’s always changing.

Did I miss any? What skills of a content marketer should be added to my list? Name that skill in the comments section below.

Writing A Kick-Ass Email Subject Line

Writing A Kickass Email Subject Line
Standard
Writing A Kickass Email Subject Line

Credit: experian.com

Do I now have your attention?

Normally, I don’t like to curse in my blog posts. Vulgarity can be overused to the point where it’s white noise.

In this choice situation, my title caught your attention. It got you to click on this blog post. It encouraged you to scroll down the page and read more.

And it probably would have enticed you to open an email.

Writing an email subject line is like crafting the gate to your campaign. You want it to be enticing. You want it to engage your audience. You want it to start a connection.

To be an email marketing ninja, you must know the basics of writing an email subject line.

Kick Out The Wrong Words

The goal of writing an email subject line is to have the reader open the email. But that’s not going to happen if the email lands in the wrong place.

Your inbox is smarter than you think. If it smells the slightest hint of fraud, it tosses your email into the reader’s spam folder.

Your email is most likely not spam. But your email subject line could read that way. Make sure you’re not using these spam trigger words when writing an email subject line:

  • Affordable
  • Apply Now
  • Extra Income
  • Dear Friend
  • Free
  • Mortgage Rates
  • Opportunity
  • Remove
  • Save $
  • Weight Loss
  • Work from Home

These are the most common spam trigger words, but other industry-related words can kick your email out of your reader’s inbox. Review this list before writing an email subject line.

Pack The Punch Quickly

Size does matter. Well, at least when it comes to writing an email subject line.

An email subject line that’s too long results in the famous … where your readers can’t read the end of the sentence. A lengthy subject line also takes away space that allows the reader to preview the first words of the email. If your reader can’t verify that your email is indeed not spam, will they want to open it?

When writing an email subject line, aim for 80–130 characters or 6–10 words. Like Goldilocks, anything less or greater can result in fewer clicks. Here are the stats to back me up.

Grab Their Attention

Keep it simple (stupid). Writing an email subject line with high click-through rates means getting down to the nuts and bolts of your message.

First, review your email content. Can you message boil down to one sentence? What are your message’s key takeaways? What should your readers walk away with after reading this email?

Next, make it presentable. Do your readers have a funny bone? Do they like being shocked or insulted? Do they like questions and conversations? Know your audience, then appeal to their email reading habits.

Not sure where to start? Check out these examples of kick-ass email subject lines.

How do you make writing an email subject line kick-ass? Share your ninja strategy below.

Does the Creative Process For Content Marketing Exist?

The Creative Process For Content Marketing
Standard

As a marketing specialist, I manage a lot of projects. I ensure that all team members are on the same page, that tone and style in the marketing content stays consistent and that deadlines are met.

One of the projects I manage is heavily reliant on the creation of two videos. Both videos were on track to their designated deadlines—until the unthinkable happened.

The Video Team requested to scrap all their work on one of the videos and start over—from scratch.

Naturally, my answer was no. The quality of the current video matched our project objectives and goals. We have a deadline to meet. Getting stakeholder approval and creating the video by that set-in-stone date was next to impossible.

Of course I lost. The stakeholders decided that this new video direction was all part of the creative process. If the video wasn’t allowing us to meet this deadline, then so be it.

So, I shrugged and moved along with the rest of my day.

But it hit me the next morning. Why is the creative process limited to video creation? What about the creative process for content marketing?

There’s a creative process to marketing through words. As content marketers, we brainstorm ideas, scribble down rough phrases, shuffle sentences about the page, tweak words again and again until the tone and style and facts and rhythm are just right.

The content marketer’s creative process is uniting the strengths of both left brain and right brain. Left brain strategy and reason must balance right brain creativity and innovation when crafting marketing content.

In other words, content marketing is an art. Words must paint a picture inside a reader’s mind, print out beautifully across the screen and roll rhythmically off the reader’s tongue. Words are visual, auditory, tangible.

Served with a twist of persuasion.

But we have deadlines. Tweets and blog posts and press releases can’t be rescheduled because we want to switch the direction of the piece. We can’t blame the creative process for missing the train on a time-sensitive opportunity.

We can’t beg for more time. We can’t stop the clock because we have writer’s block. We can’t press snooze unless we want to lose the marketing race.

I’m very competitive—so crossing that finish line first is the option I choose.

Content marketers tie in the pressure of the deadline into the creative process. Not only do we have to write persuasively with hard facts and soft beauty—or, at least, a memorable catchphrase—we have so many days, or even hours, to make it happen.

For doesn’t the creative process thrive within limits? Successful companies are praised not only for their catchy jingles and poignant ad campaigns, but also for their timely execution.

Content marketers must decide: Does your creative process embrace the time crunch so that you deliver content marketing that resonates?

My answer: Challenge accepted.

Do you think there’s a creative process to content marketing? Share your opinions below.