What Advice Would You Give to Someone Just Starting Out in Content Marketing?
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What Advice Would You Give to Someone Just Starting Out in Content Marketing?
Embarking on a journey as a Content Marketing Specialist can be exhilarating and challenging. To pave your way, we've gathered nine pieces of advice from seasoned professionals, including Marketing Directors and CEOs. From leveraging industry expertise to researching and adapting content strategies, these insights will guide you to success in your new role.
- Leverage Industry Expertise
- Focus on Storytelling
- Prioritize Human Creativity
- Embrace Experimentation and Failure
- Prioritize Quality Over Quantity
- Stay Informed on Industry Trends
- Understand Your Audience
- Listen to Your Audience
- Research and Adapt Content Strategies
Leverage Industry Expertise
As a content marketing specialist, my advice is to lean on industry experts and influencers to help build a well-rounded, trustworthy content strategy.
There will be times when you will want to create educational content about a subject you know little to nothing about. Do not let this deter you! Instead, focus on leveraging the expertise of industry thought leaders to help you fill your knowledge gaps and produce content your customers can trust.
For example, I recently created a video-based content campaign around inclusive event planning. To add credibility to my videos, I filmed live Q&A sessions with event planning professionals with experience in DE&I strategy planning, goal setting, attendee accommodations, etc.
By partnering with knowledgeable influencers, I helped amplify my content's reach, credibility, and engagement. I also helped the experts expand their networks by encouraging my subscribers to engage with their social platforms and websites.
Here are a few additional tips I can share about partnering with topic experts and influencers:
1. Reach out on LinkedIn! Some of my most successful content partnerships have resulted from simply sending a message and asking if they'd be interested in being interviewed for a blog, featured in a video, etc.
2. Offer to host a meet and greet first. When cold-messaging an expert, offer to host an initial meeting via phone or video call. This allows the expert to feel more comfortable with you and ask questions about the project.
3. Ensure the content partnership is mutually beneficial. Remember, an expert's time is valuable. Ask how you can help amplify their brand, whether by directing traffic back to their website, social media profiles, downloadable content, or something else.
4. Utilize internal thought leaders, too. Every person within your organization brings unique thoughts, experiences, and opinions to the table. Lean on their expertise to create quality video content, blogs, social media posts, podcasts, or downloadable content for your industry.
5. Repurpose and redistribute your content. For instance, if you interview an expert for a new blog, ask if they would also be willing to film a short "promo" video with you for social media. In the post's copy, provide the link to your blog. Or, advertise your new expert collaboration in a dedicated newsletter.
By utilizing these tips, you'll create in-depth, credible content that helps you and your thought leader(s) increase engagement!
Focus on Storytelling
A brand-new Content Marketing Specialist is going to feel pressure to shape their content around a ton of different company priorities. They'll have to balance messages for different channels, varying content types, several styles and voices, and it's all going to feel disjointed and confusing.
My North Star is this: Focus on the story. It doesn't matter if it's an image, video, or blog. It won't change if you're producing it for social media, a website, or direct mail. Make sure the content you produce orbits around the story that tells the consumer why they need what you're offering.
I template my content using something I call the 'story sandwich.' Here's how it looks:
1.) Introduce the problem by creating a narrative - example: Our customer John didn't know what to do when he woke up and saw water pouring in through his ceiling.
2.) Explain the problem further: Every year in North Texas, thousands of people just like John experience unexpected roof leaks.
3.) Explain your solution: That's why we put emphasis on 24/7 emergency roof inspections. People need help right then, not the next day.
4.) Explain your unique value: By helping the customer the moment they notice the leak, we can save them thousands of dollars in damage to their property, and can help protect memories like antiques and photographs.
5.) Wrap up with the story: Because John found and called us, we were able to respond quickly, and his home and family heirlooms are safe and as good as new.
That structure will help a new Content Marketing Specialist not only connect with audiences in a human way but will also help you decide what photos and videos to shoot, what questions to ask when you interview clients, and what content to produce on a weekly basis.
Prioritize Human Creativity
Don't get fooled by all the fancy new tech, especially AI. While there's an impressive amount of tech on hand to help you, it can't do it for you. Good content still requires creative humans in order to reach the right people and resonate with them. Stand by this as you see your competitors leaning more on AI generation, because I can guarantee you'll still win in the long term.
Embrace Experimentation and Failure
Don't be afraid to experiment and fail—failure is where the learning happens. The best content marketers are those who push boundaries, try new formats, and continuously test their assumptions. Keep a close eye on your analytics, but don't let them stifle your creativity; use them as a guide to refine your approach. Over time, you'll develop a keen sense of what works, but that intuition is only born from trial, error, and a willingness to take risks.
Prioritize Quality Over Quantity
A key piece of advice is to focus on consistency and quality over quantity. It can be tempting to churn out as much content as possible, especially in the early stages. However, it's more important to produce content that is thoughtful, well-researched, and valuable. High-quality content not only builds credibility and trust with your audience but also tends to perform better in the long term, both in terms of search engine rankings and audience retention. Balancing these elements is essential for long-term success in content marketing.
Stay Informed on Industry Trends
Absorb. Read up on all the latest industry trends to see how they can apply to your position and benefit your company. You'd be surprised at the number of nuggets you can find, even if they don't seem to apply right away.
Understand Your Audience
One piece of advice I'd give to someone just starting out as a Content Marketing Specialist is to make sure you understand your audience. Craft customer personas, and tailor your content so you are providing value to them! You need a goal and a plan for your content, and in order to set those, you have to understand the buyer's journey and how and where to best reach them. Are you marketing to Gen-Zers? Maybe a campaign on TikTok would get their attention. Know your audience!
Listen to Your Audience
Content without purpose is just noise.
If you're just starting out as a Content Marketing Specialist, here's the one thing I wish someone had told me early on: learn to listen-really listen-to your audience.
It's not about what you want to create; it's about what they want to consume. Before you draft a blog or hit 'publish' on that social post, dig into what your audience cares about. Read the comments. Join the conversations happening in your industry. Analyze the data but also get personal—respond to their questions, listen to feedback, and figure out their pain points.
Once you truly understand what makes them tick, creating content becomes less about guesswork and more about giving them exactly what they need. Whether that's a quick tip that solves a problem, a blog post that digs deep into a hot topic, or a video that entertains—when it's for them, it sticks.
So, if you want to stand out? Start by being the one who listens the loudest. Then create content that speaks to your audience like no one else can.
Research and Adapt Content Strategies
My advice to someone just starting out as a Content Marketing Specialist is to focus on understanding your audience deeply. Content is only as powerful as its relevance and resonance with the people it's meant to reach. Take the time to research and build detailed audience personas
know their pain points, preferences, and what motivates them. This insight will help you create content that is not only engaging but also drives meaningful action. Additionally, don't be afraid to experiment and learn from your results. Content marketing is both an art and a science, so continuously test different formats, styles, and channels to see what works best for your audience. Track your performance metrics closely, and be prepared to pivot your strategy based on the data. Remember, the digital landscape is always evolving, and being adaptable and open to learning will set you apart in the field.
