Over the past few months, we’ve been interviewing like crazy looking for the purple squirrel with content marketing skills – this includes social media, PR, SEO and marketing automation skills. If you’re not already familiar with the term, content marketing is the process of generating high-quality online content with the goal of building trust among your brand’s target audience, and to establish your brand as an industry thought leader.
There is no shortage of good writers. But we have found there is a big shortage of people that know how to promote content and use their outreach skills to make sure the content is shared across key social media networks and, as a result, gets high-quality links and mentions on influential blogs and other publications.
In many ways, nothing has really changed with traditional PR. The basic skills are the same – once you write the story, you need to sell it. In the past, a PR professional (content marketer) would write a press release, send it to some big media outlets, and then reach out to the reporter to provide a write-up. Today, that same person makes calls, shares, tweets, “likes,” links, connects and generally engages in the conversation.
How Job Seekers Can Capitalize on Content Marketing
For anyone thinking about a career in marketing, here are a few suggestions from my friends over at Software Advice.com:
1. Directly reach your audience. Print publications and journalists are not the only way to reach your target audience, and nowadays may not even be the best way. PR professionals must learn how to directly reach their audiences through other avenues like, social media networks and blogs.
2. Build your toolbox. A content marketer must know more than how to write a quick press release and pitch a reporter. You must learn increasingly valuable skills like: social media marketing, SEO, and graphic design.
3. Develop your own narrative. Use your expertise and storytelling abilities to develop your own content strategies, such a blogs and digital social profiles.
4. Be ready to respond quickly. With the growth of real-time platforms like Twitter and Facebook, content marketing professionals must be ready to respond immediately. We recommend you develop “post-ready” material before you reach out.
5. Don’t rely on traditional PR. The days of firing off a press release and pitching a reporter and expecting high-quality coverage may be nearing an end soon. Figure out ways to engage your audience in different ways, like through Twitter, Facebook, or blog.
Content marketing is here, and the age of digital media is upon us. Graduates and career changers, make sure you are ready!