Long ago, copywriting legend John Carlton told me that the best copywriters didn’t just master their own discipline; they also mastered related disciplines — like marketing, SEO, and negotiations.
This is true for content marketers, as well.
A content marketer is a master of many disciplines. But what exactly does that mean? What sort of disciplines and skills are we talking about? And what types of knowledge and experience are necessary to be a content marketer?
I’ll answer those questions and more, but before I do, I’ll first loosely define the term “content marketer.”
Then, I’ll tell you how I uncovered a successful content marketer’s five essential skills.
A working definition of “content marketer”
A content marketer is responsible for the planning, creating, and sharing of valuable content to attract and convert prospects into customers, and customers into repeat buyers. The type of content the content marketer shares depends upon what he sells. In other words, he educates people so that they know, like, and trust him enough to do business with him.
If a content marketer is responsible for marketing content, then let’s look at the classic definition of marketing, which involves the four P’s:
Identify, select, and develop a product
Set the price
Select the distribution channel to reach the customer where she is (place)
Plan and execute a promotion strategy
Using this model, content would be the product. The price could range from an email address (to receive blog updates, join an email newsletter) to payment for access to a content library,