Note: If you’re a phenomenal content marketer based in NYC, my team at Percolate wants to talk to you. Learn more about how we work and ping me if you’ve got any questions.
If you’re a giant consumer brand like Bud Light or Nike, you can afford to invest a ton of money in celebrity endorsements, TV spots, and brand-focused campaigns that put your newest products in front everyone, over and over again. But for many organizations, particularly ones that sell to professionals or businesses, the way to break through is through valuable content that solves problems and brings new insight.
At Percolate, we do a ton of content marketing, from thought leadership on our blog, to research reports, to webinars, to data journalism, and more. It’s a key driver of new leads and positions us as experts who are thinking about where the industry is headed. For many brands, the best way to break through a crowded market is to create and share valuable content that addresses customer needs and brings new insights.
However, there’s a world of difference from a traditional marketer (who knows how to spend budget across various media channels) and a content marketer. The other mistake I see organizations make is hiring one or two freelancers and thinking they’re now “doing content marketing”. There’s a very special skill set that sets great content marketers apart. So if you’re looking to land a role as a content marketer or are trying to hire one (we are at Percolate!), here are the specific traits and skills you have to develop (and evaluate) for). Continue reading…