The Ultimate Career Guide for Content Marketing Writers
Content marketing writers are in high demand. This is how I entered the world of freelance writing back in 2016. It still makes up a big portion of my business (I mostly write blog articles for clients).
And now, I'm sharing some of my experience to help you launch your own freelance writing career.
Let's go!
What is content marketing?
Content marketing is a slice of digital marketing. It involves creating and distributing content with the goal of attracting and retaining customers. Content marketing writers create original, informative, and engaging content that meets the needs of a client's target audience.
Overall, content marketing is all about creating great content that will attract new customers and keep them interested. One day, you might be writing articles. The next day, you might be writing video scripts. And then you might write social media copy to promote the content you created.
The key to being a great content writer is to write with intent. You don't just need to know about a topic. You also need to know how to promote that topic through the eyes of a marketer. There's a goal here beyond sharing information.
There's no one-size-fits-all approach when it comes to content marketing; it depends on what works best for the client's company and how much time you're willing to spend on it each day/week/month.
Some qualities that make for great content include:
Researching the latest trends in the field so you can write about topics people are talking about
Making sure your content is well-written and easy to read
Including images, infographics, and other visuals that help explain your points in a more visually appealing way
Regularly publishing new content so your audience has something new to look forward to.
Those are the basic building blocks of content marketing. Being a writer in this area can be quite rewarding, as every day looks a little different.
What are content marketing writers?
As you may have guessed, content marketing writers specialize in writing content for marketing purposes. Examples of content marketing writing include:
Blog articles
Case studies
eBooks
Email newsletter
Social media posts
White papers
Infographic copy
Web page copy
Landing pages
YouTube video scripts
Podcast scripts
Content marketing writers research topics that are relevant to the business's target market and then develop original ideas into publishable forms.
The goal of a content marketing campaign is to build relationships with customers through various communication channels.
A good content marketing strategy will involve creating original pieces as well as repurposing existing material from other sources (articles written by others about your industry or topic).
Content marketing writers can work for small businesses or large organizations. Or, you can freelance (like I do). All you need is access to a computer with internet access and the ability to write well, plus a few more qualities I share below.
Why choose a career in content marketing writing?
Content marketing writers can earn an excellent salary, work from home, and have the flexibility to work anywhere. Those are good enough reasons to travel this career path.
There's also the fact that you don't need any experience to start. If you have strong writing skills and an understanding of marketing, you can become a successful content writer without special training o a college degree.
How much do content marketing writers make?
That’s a fuzzy question.
According to PayScale, content marketer salaries averaged $62,650 as of May 2018.
If you listen to the Bureau of Labor Statistics (BLS), content marketing writers earn a median wage of $49,000 per year. This means that half of content marketing writers make more than this amount, and half make less.
The BLS also reports that the majority (about two-thirds) of content marketing writers earn between $40,000 and $59,999 annually.
And Talent.com says that the average content marketing writer makes $50K each year.
Keep in mind that salary depends on a lot of things -- the type of content you create, the companies you work with, your skills, etc.
You can earn more than the average as you gain experience and land some higher-end clients. The more effective your writing is, the more you can justifiably charge.
Why do businesses pay for content marketing?
Businesses use content marketing to build relationships and attract more customers. Ultimately, they get an ROI from the content they create (or hire you to create for them).
There are lots of reasons why businesses outsource their content writing:
They don't have time
They don't have enough internal resources
They don't know what they're doing
It's more cost-effective to hire a professional freelancer
In short, they want the results without the hassle. That's where good content marketing writers come in.
According to research from Content Marketing Institute (CMI), 73% of marketers say that creating engaging content is one of the most successful ways they've increased website traffic in the past year. And with so many advantages to be had from using quality content across all channels - including social media sites like Facebook & Twitter - there's no reason not to invest in this powerful form of advertising!
What are the different types of content marketing?
I break content marketing down into four different types: informational, promotional, transactional, and community.
Informational content educates your target audience about a topic. This type of content is usually aimed at people who don't know much about the topic.
Promotional content sells products or services. This type of content is usually short and simple, and it's meant to get someone excited about the product or service.
Transactional content helps people do something (usually buy something). You'll see this type of content on websites that sell products or services.
Community content helps build relationships between people who share a common interest or passion. This type of content typically features stories that involve real people and their experiences with the topic.
There are also different formats of content, each one with special nuances, styles, and goals. Check out my blog on 22 types of freelance writing for more insights.
6 skills you need to be a content marketing writer
You don't need experience to start content writing. So what do you need?
I've found that these six skills are must-haves for any professional content writer:
Strong grammar and spelling
No one wants to read content filled with misspellings and comma splices. Errors can de-value the entire piece of content, even if it's factually correct.
Poor grammar and spelling can lead to confusion for readers and can also damage your credibility as a writer.
A background in marketing
A background in marketing can help you write content that is more persuasive and engaging. It can also give you a better understanding of how to target your audience and produce quality content.
When you have a background in marketing, it's easier to understand why people might be interested in your content and what they might find valuable. This knowledge can help you create stories that are interesting and useful, as well as target your audience with the right kind of content. Additionally, having a background in marketing can teach you how to measure the success of your content marketing campaigns.
Knowledge of SEO
Search engine optimization (SEO) is the practice of optimizing a website or web page to improve its ranking in search engines.
Optimizing a website for search engine visibility means making sure that the site's content is relevant and valuable to people who are searching for information about that topic. You can do this by creating quality, engaging content that is well-written and easy to read.
Content should be optimized for search engine visibility. This means including keywords in the site's title, metadata (information about the site), and on individual pages. Formatting the content in an SEO-friendly way is also important. SEO helps the site rank higher in search results for those keywords.
Good research skills
You don't have to know everything about everything. But you do need to be able to research topics and tell fact from fiction to create high-quality content.
It's important to use credible sources when writing your content, as this will help your readers trust what you're saying. You also need to be able to find the right information quickly and accurately - if you can't, your article will likely be incomplete and inaccurate. Also, good research skills help you avoid common mistakes made by novice writers.
A basic ability to analyze marketing metrics
Analyzing marketing metrics is essential for content marketers because it helps you understand how the content is performing. By knowing how people are engaging with your content, you can make adjustments and optimize your approach accordingly.
If you're a content marketing writer, usually your clients will monitor their own metrics (unless this is a service you offer them). However, it's good to at least know a little about marketing metrics so you can see how effective your content is.
If you're not tracking this for your clients, you can ask them to share some insights with you.
There are a variety of different ways to analyze marketing metrics, but some of the most common include Google Analytics, ClickFunnels, HubSpot Insights, and Mixpanel. Each tool has its own set of features that make it easy to track important data points such as traffic sources, engagement rates, and conversion rates.
Time management and organization
Content marketing is a time-consuming process that requires careful planning and execution. If you want to be successful, you'll need to learn how to manage your time and stay organized.
There's no one-size-fits-all approach to content marketing. But common time management tips include setting realistic goals, creating deadlines, and keeping track of your progress. You also need to make sure you're efficient with your writing and publishing processes.
By understanding how to plan and organize your time, you'll be able to produce high-quality content more frequently than if you struggle with prioritization or discipline.
How to become a content marketing writer
If you don't have the above skills, don't worry. Those are pretty easy to develop. Once you do have those skills in place, follow these steps to start your content writing career.
Step 1: Learn the mechanics of good content marketing writing.
If you want to become a good content marketing writer, you need to learn the mechanics of good writing. This includes understanding how to create engaging and persuasive content, as well as learning more about the audience you're writing for.
Content that resonates with people on an emotional level is more likely to be shared and discussed than content that doesn't engage or persuade readers.
By learning the basics of good writing, you'll be on your way to becoming a great content marketing writer!
Step 2: Explore different types of content marketing writing.
You don't have to write in all types of content marketing. But the more you know, the more jobs you'll potentially book.
Also, keep in mind that different types of content marketing writing can capture different target audiences.
Some types of content are designed to engage and entertain readers, while others are meant to provide valuable information. By understanding the different purposes that content can serve, you can better identify the type of writing that is best suited for your client's needs.
Some common types of content include article writing, blog post writing, social media posts, and video script writing. Each has its own styles and formats that you'll need to consider before starting a new project.
Also, each type of writing requires different skills and knowledge to produce high-quality results. If you're not familiar with a specific form of content marketing writing, you'll want to learn how to write it effectively so you'll produce a high-quality product.
Step 3: Create some content samples.
To get clients to hire you as a content marketing writer, you first need to create some content samples. This can include blog posts, articles, or videos that illustrate your writing skills.
I suggest creating samples related to topics or industries you know a lot about or that represent the type of client you want to attract.
Make writing a habit, even if it's just a personal blog. By writing regularly, you will improve your skills and learn how to write in a way that is engaging for your target audience.
You can turn your writing into samples to demonstrate your skill level and ability to write engagingly. This can help you convince potential employers that you are the perfect candidate for the job.
Step 4: Look for content marketing writing jobs.
To find work as a content marketing writer, you can search online or use job boards or social media sites like LinkedIn to connect with companies that are hiring.
Or, you can offer freelance content marketing writing services. Platforms like Fiverr are great places to start because the platform does all your marketing for you. Clients actively looking for services like yours use these platforms every day. Plus, you can set your own rates and schedule.
Step 5: Learn how to pitch clients.
Pitching is a necessary evil in the content marketing writing world. You'll need to be able to show potential clients why they should choose you instead of another writer. You'll need to learn how to be persuasive because if you can't convince your client that your ideas are worth pursuing, they may not hire you to write the content.
There are a few key factors that you need to consider when pitching content:
Your target audience
The topic or subject matter
The tone of the article/video/post/etc.
The format (e.g., blog post, video, Infographic)
The time commitment required
The budget allocated for the project
Potential revenue generated by the article/video/post/etc.
Possible copyright issues associated with the content
Pitching, in my opinion, is one of the worst parts of the job. My five-part course, How to Market Yourself as a Freelancer, offers some advice to make pitching less of a chore.
Step 6: Keep building your portfolio.
Successful content marketing writers thrive on a good portfolio. It showcases your skills and demonstrates that you have the knowledge and experience to write high-quality content.
Your portfolio should include a variety of examples, including both long-form and short-form content. Long-form content typically takes more time to produce, but it can be very valuable because it provides readers with in-depth information about a particular topic. Short-form content is typically quicker to produce and can promote a brand or product in a bite-sized format.
Your portfolio should also include articles that are published on popular sites like Forbes, The Huffington Post, or BuzzSumo. These types of articles are often well written and provide great insights for other writers looking to improve their skills.
Finally, make sure your portfolio includes videos, which are another great way to show off your writing skills and capture viewer engagement. Videos can be used as promotional materials or tutorials for users who want more information about a certain topic.
By building a strong portfolio, you'll not only prove your worth as a content marketing writer but also attract new clients who need quality writing services delivered on time.
Step 7: Collect reviews from clients to keep getting work.
Collecting reviews from clients helps you get ongoing work as a content marketing writer. Feedback from those who have used your services helps to build trust and credibility with potential clients.
Once you've collected a few reviews, it will be much easier to attract new clients because they will know that you're reputable and deliver on what you promise.
Where to find jobs for content marketing writers
Content marketing writers are in high demand, so there are lots of place to find jobs. The low hanging fruits are job boards, social media sites, and career websites like Indeed and LinkedIn. You can also search Google for specific keywords related to content marketing writing jobs.
If your goal is to work full-time for a company as a content writer, you can treat this process like you would any job search. Or, if you have your sights set on freelancing, you can use freelance networks, paid ads, or local networking to find clients.
Bonus: I also cover where to find jobs for freelance content marketing writers in the course I mentioned earlier.
Additional content marketing resources
Need more insight into the world of content marketing writing? There's a lot to learn when you're just starting out. Here are some of the blogs and resources I've found to be most helpful:
HubSpot
HubSpot is a cloud-based software company that provides marketing and sales automation solutions. They offer a variety of resources, such as tutorials and articles, to help businesses grow their online presence.
I love HubSpot's blog because it covers just about every topic there is on content marketing. As a writer, you should learn as much as you can about content marketing. The more you know, the more your writing will make sense in context.
Neil Patel
Neil Patel is a digital marketer and entrepreneur who has built several successful businesses, including Kissmetrics and Crazy Egg. He is the founder of QuickSprout, an online marketing agency, and owns UberSuggest, a keyword tool and backlink tracker.
Similar to HubSpot, Neil Patel's blog features everything you need to know about content marketing. It's all free info to access, too. I actually met Neil at a freelance writing conference in 2019. Great guy.
The Hoth
The Hoth is an SEO company that offers tons of free resources, including a keyword research tool.
Content marketing writers will need to know how to make their content as effective as possible. Adding The Hoth's keyword research tool to your toolkit can help you optimize your clients' content and make you look good in the process.
Content marketing writers are in high demand.
Content marketing writers are in high demand, and there is a growing need for their skills. As long as businesses are building a digital presence, they'll need skilled content marketing writers to help them attract the right audience.
That's where you come in -- learn how to write with a purpose and you'll have no shortage of opportunities!
For more freelancing insights, check out the Fleurish Freelance blog.