Recently, a student of mine who was “dismissed” by Python asked me what are the key skills of content marketers. In fact, I have talked a lot about this similar topic before. For example, ” What skills are most lacking in digital marketing talents today? “, another example is ” Ten Qualities of a Qualified Digital Marketer “, and another example is ” How to Build Your Content Strategy-An Exquisite Content Marketing Methodology “. In short, content marketers need to have some basic qualities of digital marketers, plus the professional skills of content marketing.
In the picture above, we review the “big flywheel” of the extremely fascinating content marketing methodology, in which content promotion and effect measurement can be said to be the common skills of digital marketers (the skills in these two aspects are still very important, but they can be used by other teams. Members make up), and content planning, content production and content distribution are the stage for content marketers to show their talents. Make no mistake, it’s not a talent show.
Skills required in the content planning stage
The planning stage is very important and will affect the entire content marketing life cycle. There are four main things to do at this stage, which also correspond to their respective skills.
Keyword research can help us establish a theme. After we have a team brainstorm, we can select two to three thematic directions that we want to build. However, the decision to shoot the forehead, although sometimes “skillful”, will only become a victim of HiPPO more often. Therefore, we need to use data to verify our ideas .
Keyword research can help us confirm the correctness of the direction, and can also help us discover which branches of the topic are of concern to our audience . For example, if we want to develop “digital marketing in the epidemic”, then we can first understand the search volume of the keyword set for that topic. If the amount of retrieval is considerable, we can dig deep into the real pain points of users who retrieve these content, and which words they retrieve and are highly relevant.
Audience research is almost a must-do for all marketing activities. If we want to decide to tell a story, we must first know who we want to tell it to, and then what story we want to tell, where to tell it, how to tell it to whom.
In the process of audience research, you need to use the CRM database to understand who the existing customers are, what common characteristics they have, their preferences and demographics.
The results of audience research will be combined with the brand tone in the content production stage to determine how the story is said, whether the brand needs to hold a point of view or remain neutral, and the depth of the content. At the same time, in the content distribution stage, it will be combined with the tone of the channel to determine where to say and where to say it. The nuances of each place.
Hot spot tracking
Hot spots seem to have become a shortcut in content marketing. But the brand is different from the general “self-media”, not all hot spots can be rubbed, and there are brand safety considerations . Some industries can find more hot spots, such as tourism, financial management, human resources, and health care. Other industries are relatively “boring”, and there are not so many hot spots. Some hotspots last for a long time, some are short. Some hotspots are pure hype about the concept of rubbish. If you go to rubbing it, you will lose your value. Some hotspots will become classics. If you don’t go, you will miss a good opportunity. Therefore, stepping on the right point is critical.
Qualified content marketers can cleverly discover the value points of news and “really” connect with their own brands, rather than just making it out. In this way, the product at the content production stage can be both eye-catching and meaningful.
Path planning is the highlight of the content planning stage. In layman’s terms, you want to show how your content generates value for your brand and how your content achieves your marketing goals.
We know that content itself has value. Just like SEKSI, the basic formula of content marketing is to exchange the value of content for commercial value, and the essence is value exchange . The most direct example is that your potential customers download your white paper to gain “knowledge”, and you get their contact information as a sales lead.
Path planning needs to consider what value is on both sides of the equation, whether it is equivalent, and what form of exchange is used. Good content marketers have rich experience in judging the best path for optimization and can combine multiple paths to achieve the ultimate goal.
Skills at the content production stage
After finishing the content planning, we will start to produce the content. The subject matter of the content is diverse, from text content such as blogs and white papers to multimedia content such as podcasts, live broadcasts, and Webinar, to complex carriers such as games and competitions, we have a variety of choices. When we fully understand the audience we face and understand how their interests resonate with the brand itself, the production of our content becomes a matter of course.
At this stage, we need talents with various professional skills, not limited to development engineers, video and audio editing, and post-production. We only want to emphasize a few key skills and qualities.
Create content around value
do you remember? We do content marketing to exchange one value for another value. The value of the content must be consistent with the value proposition of the brand . Therefore, we must do our homework, excavate and organize the information to create the value of the content itself. Today, with the rapid development of artificial intelligence, it is very easy for brands to use manuscript washing and robot-generated content in exchange for the amount of content. As everyone knows, this will not only generate a lot of rubbish for the Internet, but also cause the brand’s value to suffer.
We excavate and organize information just to create unique and valuable information, which focuses on SEKSI so that the audience can directly obtain value. As a content marketer, when creating content, you must ask this question in your mind: “Can the audience perceive the characteristics of my brand from my content?” Such characteristics can be high-end, fashionable, value-for-money, Professionalism, security, etc. are used to distinguish you from your competitors in all aspects. This is also the marketing message we often say in our marketing.
Excellent writing skills
Content marketing is not a talent show , we emphasize this point again. Some people are good at creating content of a certain subject, such as directors, photography, art, and post-production, but if you can only choose one skill, the author will choose excellent writing skills, because in most cases it will be the soul of the content The creator of.
We all know that the dissemination cost of text is low, and the cost of preservation is also very low. The Internet and even the most important content in human history are almost all affected by text. If you want to tell a story well, you have to rely on the person who wrote the story . A good screenwriter can use her storyboard to inspire the soul of the content, and then complete the flesh and blood with other content workers. The ability to use text distinguishes content marketers from other content producers .
Pervasive copyright awareness
Intellectual property is no longer a concept unfamiliar to Internet workers. For content marketers, from fonts, music to video clips, and even MEME, copyright in content materials is always a minefield .
If the content you produce will be used for commercial purposes, then please make sure that each element of the content does not cause infringement. You can choose to be original or use some public domain material to circumvent these problems .
Understanding of brand tonality
Content marketers create content for the brand, and this content also affects the tone of the brand itself. What adjective is more appropriate to describe your brand? Is a lively one? Serious? Humor? Cool? Or a luxury brand? If you are a rigorous brand but produce lazy content, do you deliberately expect “contrast cute” for it?
If a content marketer cannot understand the tonality of his own brand, but replaces the tonality of the brand with the personality of the content marketer, then the influence of the brand will have a negative impact due to the inconsistent perception of the audience . This is a question that content marketers need to think about from time to time.
SEO and CRO capabilities
When our wave of content promotion is over, most of the content we generate will enter a period of silence, except for a few. Those contents are fully SEO contents. The Ahref research report shows that nearly 60% of the content on the first page of Google search results has existed for at least 3 years, and this content has continued to provide value to the brand for a long time after its birth. If content marketers can only create short-lived content, then its efficiency becomes a huge question mark . Even if content marketers are inadequate in technical SEO, they should become qualified optimizers in content SEO.
Then there is CRO. Content that has not been converted is doomed to fail . In addition to the value of the content itself, we can also increase the conversion rate through many means. If you are an artist, do you know CCD ? If you make a landing page, do you follow the best practices of CRO ? If not, sorry, you are not yet a qualified content marketer.
Skills required at the content distribution stage
It’s hard for you to read here. We conclude by talking about the skills needed in the content distribution stage. No matter how fast a car is, it will not speed up in a congested lane. Content distribution is a link that content marketers should be familiar with. Even though many decisions have been made in the content planning stage, adjustments and implementation are still needed at this stage.
Release channel management
Understanding the tonality of each channel and platform is a prerequisite for smoothly publishing content . In addition to our own media that we can fully control, there are also some parasitic media (Earned Media). Some platforms will restrict inducing sharing, some platforms will restrict publisher account levels and permissions, and some platforms will prohibit the promotion of IDs and links of competitors’ platforms.
In addition to mastering the user population and tonality of these platforms, we must consider these limitations and make adjustments before creating content for these platforms . This is also the task that should be resident in the checklist of content marketers. These adjustments take into account the consumer journey to avoid clogging and allow more consumers to the brand completed the desired target .
Influencer’s selection ability
Relying on Influencer to publish high-quality content can spread the value of content geometrically. Good content marketers must know the 4Rs in the selection process of Influencer .
- Reach: What is the size of their community in all channels such as blogs, contributed articles, and social media?
- Relevance: How often do they talk about topics related to your business?
- Resonace: How does their content resonate with the audience and cause interaction?
- Reference: Are they referenced or mentioned by other influencers?
Within an acceptable budget, content marketers should use these four dimensions to select the best Influencer to help spread your brand content.
Social interaction skills
After the content is released, it is not the end of content marketing, and in many cases it is just the beginning. Especially nowadays we rely on social networks to a large extent, and brands in social networks exist as “people” , so we can’t understand communication with traditional PR ideas.
Mature content marketers will pay close attention to the trend of content on social networks, giving more opportunities to interact with commenters and questioners. After the content is published, you can get feedback from social networks very quickly. This feedback will help you improve existing content or content to be developed in the future. Accepting suggestions humbly, admitting deficiencies boldly, and actively providing further assistance to followers are all good opportunities to enhance brand image and brand loyalty .
Just as we must pay special attention to copyright in the content production stage, we must pay attention to the safety of the brand in the distribution stage. Some vertical media may be ideal channels for us to publish media, but some of them may potentially be harmful to the brand. Some media will delete or modify your submission, or add inaccurate quotes and comments, which will bias the value of content delivery.
Content marketers need to know exactly what form the published content will eventually appear in what kind of media. Measures should be taken in time for situations that endanger brand safety .
to sum up
In this article, we have spent a lot of space to introduce the skills, qualities and work points that content marketers need for the most acclaimed readers. Summarized as the following figure: