For the most part, content writing isn’t a high-paying job. But there’s one area of it that both pays well…and is growing. I’m talking about content marketing, and it can be a great opportunity for someone with a background in copywriting.
A few weeks ago, we talked about content strategy, which, despite its name, is really about how copy is organized on a site.
Content marketing, on the other hand, actually is about content: It’s s really the planning and strategy that goes into how content (and content only) is created and distributed to help support a company’s goals.
Even though content writing doesn’t directly sell the way that copy is designed to, content can be important to a company because it can attract people to a company’s website, encourage them to engage with the brand, build brand loyalty, create opportunities for people to share it (and, thereby, introduce new people to the brand), build trust in the brand, and, through all of these, maybe even help to encourage a sale.
As a content marketer, your job is all about figuring out what you want your content to do by identifying your content’s goals, what content you need to create to do that, how to go about creating that content (staffing, scheduling, etc.), how to serve it up (how often and via which media), and which group(s) to serve it to. If this sounds simple…it’s not. A great content marketing plan takes a lot of thought, evaluation, testing, and re-thinking, re-evaluating and re-testing.
Content marketing can be a great career for someone with a copywriting background; an understanding of strategy, brand voice, target audiences, and benefits to consumer are fantastic building blocks for this career.
However, just like copywriting, it’s a career that requires training—you won’t be able to just hop into it without knowing how to do it. (We’ve actually created a content marketing course as part of our Comprehensive Copywriting Academy to train our students.)
If you are interested in it, though, it’s a fantastic field to get into. Companies are beginning to appreciate the importance of content more than ever and, even if many aren’t yet willing to pay very much to get it written, many are willing to invest in a top-notch content marketer to manage it all for them.
Your turn! Have you worked with a content marketing manager? What was the experience like? Let us know in the comments below!