More companies than ever are investing in content marketing today — from startups to large corporations. So, how do you make your content stand out? How do you use it to build an audience, and convert that audience into a customer base over time?
That’s what an expert content marketing freelancer in the MarketerHire network will help you do. From content creation and ideation to editorial calendar management, template building, content distribution and lead generation, we’ve gathered additional information to help you and your team understand this discipline as holistically as possible.
Over the last ten years, success stories from HubSpot to Glossier have proven that content marketing initiatives are one of the most powerful ways to acquire, nurture, convert, and retain customers. The channel’s success — and the rise of the privacy-first web — has pushed almost every business to ramp up their content marketing strategy and execution, causing a lot of noise online.
This endless outpouring of content requires content marketers to continuously up-level their communication skills — and Google Analytics knowledge — in order to drive results.
What worked even a few years ago no longer works. What does?
It’s become increasingly difficult for outsiders and the average business owner to tell which content marketers actually have the chops to plan and execute a content marketing campaign that moves the needle for businesses.
One thing’s for certain: Being a good writer is simply not enough.
Content marketers need skills around strategy, execution, design, analysis, and optimization to make your content marketing efforts worthwhile. Yet too many hiring managers focus on writing samples — and only writing samples — when hiring a content marketing manager.
Content is the backbone of digital marketing. Without it, search engines would have nothing to crawl, ads would have nothing to funnel clicks to, and customers would have nothing to read to get to know your business.
The thing is, content marketing isn’t just about creating content for audiences to consume. It’s also the best way for businesses to learn what their prospects and customers want.
By analyzing what performs well, content marketers can understand their customers better, iterate, collaborate, and build a content machine that accounts for every part of the customer journey – from brand awareness to retention.
Acquiring new subscribers and leads is key for every business, and content marketing is one of the best ways to do this. By creating blog posts, landing pages, webinars, white papers, and video content, businesses can offer answers to prospects' questions and address their pain points, getting their email addresses in exchange for gated content.
Businesses can then nurture those email leads and educate prospects about the services or products the business offers, eventually driving them to take action and become a customer. As a result, content marketers often work well with email marketing experts and freelancers.
With all the resources that get invested into acquiring a new customer, you better believe savvy businesses will do everything they can to keep them. Luckily, content marketing is a retention tool, too.
It’s a fantastic way to engage with current customers, build trust, and wow them with your updates, insights, and how-to guides. Aside from delivering quality services or products, businesses can use content marketing to continuously educate customers about why their product matters.
Apart from user acquisition and retention, content marketing is also a great way to position your team members as thought leaders. Writing thought-provoking or head-turning articles, publishing reports, and offering new insights or perspectives allows even the newest businesses to flex their muscles and show their audience that they know what they’re talking about. This leads to brand recognition and trust, all of which support customer growth — and your bottom line.
Great content marketers know how to build a content strategy, execute on it, and use performance data to iterate on it. The goal for any content marketing strategy is to acquire, nurture, convert, and retain customer at vary parts of the marketing funnel.
Here are a few of the skills every content marketer uses along the way — all of which MarketerHire vets for.
If you don’t have someone driving your content marketing strategy, then you’re missing out on all the SEO, social media, and email marketing opportunities to grow your business — all of which are built upon good content.
So, when should you hire a content marketer? Ideally, right out of the gate.
The trouble is, finding a top notch content marketer is tough. Loads of people can write well, but finding someone who truly understands the ins and outs of content marketing and how to lean into your specific business goals and target audience demographics is no small feat.
So if you haven’t invested in content marketing yet, or you’re not sure if what your content team is currently doing is working, bringing in an expert content marketer is one of the best things you can do for your business.
Given all the noise online, you need the very best for the job. That’s why MarketerHire puts all our freelance content marketing consultants through rigorous vetting.
Here’s the process we recommend, and that all of our content marketers and copywriters go through:
Here’s the thing: making a full-time hire is a time intensive, risky affair. That’s the cold hard truth, and here’s why: if you’re not a content marketing expert yourself, it’s really tough to vet talent properly.
Reading some writing samples from an applicant is not enough information to see if they can actually plan and execute a strong content strategy to drive your business forward and produce a positive return on investment in multiple content formats. If you’re not well versed in content marketing, it’s really easy to gloss over superficial answers.
But watch out: You could spend a lot of time and money trying to make the right hire, only to find out a few months in that it’s not the right fit. Then, not only have you wasted resources, you’ve incurred some serious opportunity cost.
Alternatively, you could outsource your content marketing to an agency, but there’s often a large mark-up on agency services, as well as long-term contracts to sign.
With a content marketing freelancer, there is no such thing. Work directly with the expert on a project-by-project basis. Reach out to them when you need more work. Scale down when you don’t. It can be that easy.
If you need to kick off your content marketing strategy quickly with flexible pricing, working with a freelance content marketing consultant is the best way to do it. With digital marketing in constant flux, you need the right expert for your niche and project — not an agency team of all-purpose experts.
Freelance content marketers are skilled in specific verticals of marketing, and can help you with your specific challenges efficiently and effectively. And, they offer the flexible pricing you need. As marketing move faster and becomes more complicated, hiring freelancers gives your business flexibility and agility exactly where you need it.