Even a few years earlier, the companies that had enough capital to produce content at a large scale were winning. In short, decent content meant plenty of impressions, and a handful turned into potential customers. But now, those days are gone, and almost everyone can make good content at scale.
AI has changed the way we used to do things. Nowadays, companies can no longer rely on content volume to win. It means skill is important. In this article, we have discussed the top content marketing skills to climb the ladder of success in 2024:
Best Content Marketing Skills
Countless content marketing strategies and tools are available at present. It is very important to learn how to make use of them so that your company can stay on the same track as the competitors. However, the landscape is drastically changing, and some elements are going to become irrelevant in the coming few years or months.
For example, you might have just learned the best tactics to make use of a particular video editor. However, you will soon discover that a new video editor with better features is available.
Thus, you will need to be adaptable and quickly learn how to make use of the new editor. The same rule is applicable to the platforms and strategies. So, the strategy that was working for some months may not work well now, and you need to adapt to the present market demand very fast.
You need to identify the content trends to understand content marketing skills in-depth. You will have to talk to people at conferences or on social media and learn how they are adjusting and applying the new techniques and tools. Learn from people about the latest trends and spend time working with the new tools by running a few experiments. This will make you an adaptable content marketer.
2. Audience research:
A lot of content marketers put their efforts on KPIs such as engagement and traffic. However, the truth is that all these metrics are not always the finest way to measure the success of content marketing.
It is because none of those will turn into customers if your solution is not solving their pain points. Even if you are a content maker without any sort of product, it is still a very good idea to prioritize who you are attracting to monetize it in the upcoming days.
Thus, you need to conduct audience research and figure out the kinds of questions the target audience asks before purchasing a product. It will help you engineer all those questions and create content on those particular topics.
Additionally, it is very important to consider the audience’s awareness level that you are attracting with your content. The people who are into the purchasing process are simply browsing for information.
They need more education before purchasing any product or service. The ones in the funnel are actively looking to purchase and convert faster. Email your audience and ask about their biggest obstacles.
You may offer a discount or gift card so that you can get on the phone and discuss with them about their challenges. Scrape the competitors’ reviews, read forums, and run customer surveys for robust audience research.
3. Data analysis and testing:
Even if you are excellent in everything, you must make use of data and test aspects of content marketing skills. It is also the best strategy when it comes to team management, as you can allow the data to select the strategy in case the team members disagree on some aspects of a particular marketing campaign.
Some of the different things that you may test are meta descriptions, title tags, thumbnail pictures, content types that you make, and the keyword topics that you target. If you want to get better at analyzing data, learn to make use of basic analytical tools such as Google Analytics and Google Search Console. If you make YouTube or social media tools, learn to make use of the proprietary tools as well.
Look at the analytics weekly and analyze the engagement metrics to learn what kind of content is doing the best. Also, you need to learn how to use the CRM and track the point from where the leads are coming. You will also find that most of the lowest engagement content will drive the most leads.
It happens because fewer people reside at the funnel’s bottom, yet they are converting well because they are the ones actively searching to purchase products and services.
4. Strategic planning:
Beginner content marketers make individual content pieces. Expert content marketers make use of content as a medium to move the purchaser through the consumer journey. The difference between the expert and the beginner is that the expert can always see the broader picture and relies on the fact that every content piece will become more valuable if it sits well inside the larger strategy.
Thus, content strategy is an essential skill to have. To be a good content strategist, make use of the audience reach and then outline the consumer journey. Include particular questions the customers are having at every step in the journey, and then do some keyword research to match the content topic for answering every pain point.
When you create content with a correct strategy following the consumer journey, it helps you to include a logical CTA at every step of the funnel. It makes it easy for you to take the visitors through the total purchaser journey with your brand. It eventually increases the conversion rate of your visitor to the consumer.
A great content strategy allows your content's ROI to compound as you make more content, whereas the content that you create without any tactic will always fall flat.
5. Team management:
A single content maker with different content marketing skills can only possess a world-class skill in one or two content mediums. Also, a single person can make only a limited amount of top-notch content.
The rule of thumb to unlock the next-level business growth through content is to make and manage a talented content makers’ team. However, there is a difference between becoming an excellent content maker and an excellent content marketing manager.
Firstly, you need to spot top-quality creative talent and recruit them to join your team. The simplest strategy is to analyze the content of the competitors and steal the creators from their teams. You may also get talent from creative agencies.
In case you are not ready to hire a new full-time employee, you may still ask them if they will be interested in part-time work. After assembling the content marketers' team, you need to ensure that they work together to create content.
You may make use of a project management tool that will allow you to assign individual work to every team member, and everyone in the team can see who is responsible for every part of the big project.
6. Storytelling skills and innovative ideas:
In case you are looking for a platform to offer your audience more reach, you will need to align your content to help all the platforms achieve their objectives- offering engaging outcomes to the users so that they continue to use the platform.
In case your content keeps the users engaged on the platform, some other platforms like Facebook, Google, LinkedIn, and Twitter will showcase your content to more people. Leverage your storytelling skills. It is one of the finest content marketing skills to captivate the audience and keep the engagement intact.
To be an awesome storyteller, introduce the initial problems, talk about the journey to solve the problem and challenges, and finally offer relief and resolution.
In case you are not having a complete story, you may include anecdotal stories along the way. One of the best methods of storytelling is captivating the audience. You may make use of suspense and shock in case your audience is something more than a general customer. You may make use of several other content writer tools, but insightful concepts won via personal experience are extremely scarce.
You may talk with an expert about how they are solving the common challenges that can captivate an audience feeling that particular pain point.
7. Content promotion:
Align your content with the goals of your platform. It will help you to achieve more reach. However, there will still be no guarantee that you are not going to lose your audience overnight because of a simple change in algorithm.
Thus, content promotion is one of the most important skills that you need to build in 2024. Promoting content includes making real relationships with several other influencers so that you can perform content collaborations (email swaps, podcasts, webinars, etc.), gather links, and make a robust general industry credibility.
You may also want to sharpen your writing skills to learn the ways to effectively reach out to influencers and make online relationships.
But the rule of thumb is to create real relationships to facilitate more value to the other person before you ask for anything in return.
Your every content promotion strategy is going to be beneficial mutually and require little to no effort on the part of the other person.
8. Focus on organic traffic and SEO:
Organic traffic from search engines is one of the primary sources of valuable traffic to websites. As per research, most of the traffic and revenues to the websites come from organic traffic.
The truth is that the algorithms of the social media platforms are constantly changing, and brands need to shift their focus from one platform to the next. Google remains a stable source of traffic for several businesses.
The goal is to capture maximum organic traffic. Thus, the marketers will have to optimize their content for search engines. More importantly, they need to optimize their content for keywords that the potential purchasers are more likely to search for.
The main reason behind SEO being super strong is that it helps businesses achieve users who are in particular stages of the purchaser journey.
The brands can make catchy content pieces for top-of-the-funnel users, comparison guides, or shopping for bottom/middle-of-the-funnel users and optimize the product pages for all those searchers having the maximum purchase intent.
SEO makes sure that the content you work hard to make is served to the correct audiences at the right time. Without a proper SEO foundation, it is extremely difficult to succeed as a content marketer.
9. Look for feedback and stay receptive:
Content marketing is going to evolve constantly in the upcoming months, and you will need to evolve with the industry and stay relevant. Thus, if you have launched a campaign and it did not succeed, you need to look objectively at the data and make some adjustments to the content accordingly.
The most productive content marketers with the most efficient content marketing skills welcome feedback from their customers, team, and the data. You need to make use of the best skills to become efficient in what you are doing.
One of the simplest ways to gather feedback from the team is to do daily standups or weekly meetings. During all these sessions, look for feedback on both the communication and the content marketing campaigns.
If you want to collect feedback from the customers, you may talk to them straightaway and analyze the analytics to figure out what is working well and what is driving the finest results.
After receiving the feedback, you must realize that it is the objective and not a reflection of who you truly are. So, all you need to do is just accept it and adjust the strategy accordingly.
A lot of people are trying out with content marketing. But not every one of them is successful. The main reason behind this is their wrong selection of strategy.
So, if you want to stay at the top and stay a step ahead of your competitors, you need to do only the best. However, apart from strategies, you also need to post valuable content that solves your audience's problems.