C O N T E N TM A R K E T I N G

Writing the Job Description

U N D E R S T A N D I N G T H EC O N T E N T M A R K E T I N G R O L E

If building lasting relationships with your clients is thegoal, content marketing is the means. Content

marketing is a marketing strategy that centers oncreating, publishing, and distributing valuable content for your target audience. It works through an exchange

of information: you provide your target audience theinformation they need to solve relevant challenges, and

they provide the information you need to understandtheir needs, nurture the relationship, build trust and

credibility and close them into customers.

I N T R O D U C T I O N / 0 1

What is ContentMarketing?

eBooksPodcastsOnline Slide PresentationsVideosWebinarsInfographicsBlog articlesWhite papersthe list goes on…

C O N T E N TO F F E R S C A NI N C L U D E

W H Y I SC O N T E N T

M A R K E T I N GI M P O R T A N T ?

Content marketing plays a majorrole in many of today’s marketingchannels. Conceiving, organizing,

and creating insightful, relevant, anduseful content for your target

audiences is the engine that oftendrives strategies like email, social

media, paid and organic search, andaccount based marketing.

6 C O R E R E S P O N S I B I L I T I E SO F C O N T E N T M A R K E T E R S

C O N T E N TP L A N N I N G

Build and manage a rich content/editorial calendarthat provides value to potential customers andattracts a qualified audience to our ownedproperties.

Identifying themes and needs, building theeditorial calendar, appealing to target audiences

C O N T E N T C R E A T I O N

Create 1–2 free resources each month to drive leads,subscribers, awareness, and/or other important metrics(examples include ebooks, whitepapers, infographics,guides, templates, etc.)

Consistently produce quality content, engaging a targetaudience and influencing the customer experience,

developing and writing in company’s voice in multipleformats and for multiple channels

B L O GM A N A G E M E N T

Blog on an ongoing basis to support and promoteyour offers and to attract site visitors throughsearch, social media, and email subscribers.

Writing articles on a variety of industry topics,sustaining the company’s voice, optimize content

for SEO and lead generation

L E A DG E N E R A T I O N

Grow new leads, including marketing-qualifiedleads, by converting site traffic through calls-to-action, landing pages, and lead generation content(including offers).

Attracting and “warming” leads with relevant andentertaining content that increase site traffic,

engagement, sales enablement, sales acceleration

A N A L Y T I C S

Measure results and optimize the content toconvert leads into customers.Conducting analytical projects to improve contentstrategies/tactics.

Measuring and reporting program performance

P R O J E C TM A N A G E M E N T

Collaborate with designers, product marketers,sales professionals, and external influencers andindustry experts to produce relevant content thatmeets the needs of both key stakeholders andaudiences.

Managing tasks, resources, collaboration planningand stretching the goals and function of content

R E Q U I R E M E N T S O FC O N T E N T M A R K E T E R S

Fractl research indicates that experience is moreimportant than education for content marketers. Many

senior-level content marketing positions (67% to beexact) do not prefer candidates to have graduate-level

degrees. On the experience side however, datasuggests that a hybrid skillset of creative and

technical, matters more than level of experienceacross the board.

I N T R O D U C T I O N / 0 1

BA/BS degree or equivalentworking experience.Past experience producingcontent for the web specifically,as well as channel-specificknowledge (blog, SlideShare,Facebook, Twitter, etc.).Past experience buildingaudiences either online oroffline.A dual-minded approach: You’rehighly creative and an excellentwriter but can also be process-driven, think scale, and rely ondata to make decisions.Proficiency with Adobe CreativeSuite (particularly Photoshopand InDesign)

R E Q U I R E M E N T S

9 T E C H N I C A L A N D C R E A T I V ES K I L L S Y O U R C A N D I D A T E S

S H O U L D M A S T E R

T E C H N I C A LS K I L L S

As marketing becomes increasinglymore dependent on online platformsand digital tools, technical skills are

essential. Familiarity and proficiencyof these skills and tools help once-

siloed departments collaboratemore efficiently and demonstrate

their competence.

SEOGoogle AnalyticsHTML & CSSProgramming

T E C H N I C A LS K I L L S

C R E A T I V ES K I L L S

While most technical skills reflectspecific, concrete and practical

expertise, creative skills are moreconceptual. Though usually learnedbest through firsthand experience,

seeking out advice from industryleaders is another useful way to

build this in-demand skillset.

Writing Marketing StrategyContent StrategyThought LeadershipBrand Development

C R E A T I V ES K I L L S

E X A M P L E J O BD E S C R I P T I O N

Example Job Description

C O N T E N TM A R K E T I N GM A N A G E R

If you're a Content Manageror if you are looking for aContent Manager to add toyour team, contact us.

www.wunderlandgroup.com

W U N D E R L A N DG R O U P

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