Content marketing is an art that is perfected through hard work and practice. It is not a skill learned overnight; in fact, it requires a tremendous amount of preparation and consistency. 

Content is vital because it is a link between the brand and the customer: The higher the quality of online content, the higher conversions will be – and the more trust will be earned.

So, what is content marketing? Content marketing is a strategic marketing approach centered on creating and distributing the relevant data for driving profitable customer action. The benefits of content marketing are:

  • Increasing sales
  • Bringing in better customers
  • Growing customer loyalty

Starting a career in content marketing requires attaining the very best skills, which we will cover in this guide. Let’s get started.

Skills To Master the Art of Content Marketing

As wine gets better with time, so does content marketing. The more you try to understand, practice and put in effort, the better content marketer you become. 

Content should have the ability to reach the audience. Below are the skills needed to develop and refine the art of content marketing.

1. Strategy Planning Skills

Every business has a unique branding; thus, a content writer needs to understand its different needs and targeted audiences. Content strategic planning plays an essential role in creating content that positively impacts and gives desired outcomes.

Below are the content strategic planning steps that will form a strong foundation for any successful content.

  • Know your business
  • Know your audience
  • Find your unique style
  • Walk in the shoes of your audience
  • Measure and analyze

2. Editing Skills

Editing makes a document look great. It polishes and improves the content, but is not an easy task. It requires constant effort and dedication.

During editing, one could check for the following issues:

  • Spelling errors
  • Grammatical mistakes
  • Sentence framing
  • Scattered sentences
  • Ad/call-to-action (CTA) copy

Editing is a discipline. One must carefully perform this process as it will help in effectively branding the product.

3. Understanding Skills

The ultimate goal of content marketing is to turn your website visitors into leads and leads into customers. Content marketers use sales funnels that consist of the different stages of the buyer’s journey to convert leads into customers. The sales funnel stages consist of:

  • Top of the sales funnel
  • Middle of the sales funnel
  • Bottom of the sales funnel

Every stage needs different content that helps pursue more leads and ultimately more customers.

4. Project Managing Skills

Combining skills and knowledge with tools and techniques is what we call project management, and one should know how to manage this task correctly and efficiently. Project managing skills lead to completing jobs on time and also improves the quality of work. Various project management software is available that will help manage the tasks, like:

  • Coda
  • Trello
  • ProofHub
  • Asana

5. Copywriting Skills

Copywriting skills are writing techniques that persuade customers to take action. The skill of copywriting is learned gradually by mirroring articles written by successful writers. Your writing style should compel others to continue reading your article. It requires patience to master the art of copywriting. You can start with:

  • Analyzing your audience
  • Learning about types of ad copy
  • Finding the best words and strong verbs to help readers imagine what you are writing
  • Studying impactful writing
  • Watching videos by persuasive copywriters

6. SEO Skills

SEO is complex and dynamic. Even a little knowledge about SEO can make a huge difference. It is a practice that improves the quality and quantity of website traffic, serving users what they want and knowing the answers to questions people want to ask. In simple terms, SEO is about people and their desires and wants. As an SEO-skilled writer, you must have an understanding of:

  • Keyword research
  • Placement of keywords
  • On-page SEO
  • Competitor analysis
  • Meta tags

7. Promotion Skills

Promoting content is as essential as writing content. If your content is not reaching the right audience, how it will give you the desired outcome? Thus, it is crucial to promote your content. Research has shown that marketers should spend 20 percent of their time writing the content and 80 percent promoting it. Methods of promoting your article include:

  • Social media
  • Blogging communities
  • Email
  • Medium
  • HARO

And one of the latest and most popular strategies is to learn how to find, reach out to and convince influencers to promote your content.

8. Storytelling Skills

Storytelling is a marketing tactic that helps engage customers through a narrative. This tactic should position you as a “sage” teaching your customer how to conquer the enemy they are facing. Good content is not just about storytelling but also about telling your story well. Storytelling makes a brand more memorable and relatable. Here are five steps to creating video content that tells – and sells – a story:

  • Identify your goals and target audience
  • Create a narrative
  • Decide on a video format
  • Assemble a production team
  • Work on a promotional strategy

9. Graphic Design Skills

Combining written content with relevant imagery can work wonders. Graphics have the power of attraction and make your content more eye-catching. A content writer should not necessarily be an expert in graphic design, but there are various tools and templates available to design pictures related to your content easily. Basic tools that you must master are:

  • Adobe Photoshop
  • Canva
  • Picsart
  • Fotor
  • Piktochart

10. Collaboration Skills

Teamwork and collaboration have always been necessary for the success of every business. One must be comfortable working with teams. When companies are working remotely in today’s era, they need teams who can work together effectively. Some of the most effective collaboration software are:

  • Trello
  • Nectar
  • Chanty
  • Slack

Tip: You will win in content marketing when the reader feels that the content is written specifically for them.

How To Get Started With Content Marketing

You need to build your content in such a way that it complements your SEO and glorifies your website. Content is a powerful weapon that adds value to a lot of people’s lives. To develop good content, you need to look forward and work on the following:

1. Understand the Company’s Mission and Goal

To design a content marketing strategy for a business, it is essential to understand its overall goals and mission. The content should propel the business goals; otherwise, it is nothing more than a piece of writing. Writing should always be in sync with the company’s goals. Writing something that is trendy but is not relevant to your business is a waste.

2. Clarify Your Thoughts

A content writer should be clear in their thoughts about a business and its goals. The writer’s content should reflect business goals and speak to the core target audience. The content must be unique and should have the power to stand alone. Each piece of content should fill a need, want or address a problem consumers have.

3.  Follow Your Mission

All content should reflect the company’s mission and goals. A successful content marketing strategy creates a long-lasting impact on the target audience and aims to give desirable outcomes.

4. Create Unique Content

Content should be people-friendly; that is, it should be what people want to hear, not what we want to sell. Secondly, content should be consistent. Following a proper schedule for your content will make people anticipate and look forward to it.

5. Analyze

Put simply, analyzing constantly makes you better. It’s essential to measure the success of your marketing channels. Investing time into measuring the effectiveness of the resources and efforts you put in is vital. 

How To Build a Content Marketing Strategy

Designing and defining an excellent content strategy is essential for excellent content marketing. Here are the steps to building a content marketing strategy for capturing better SEO results.

Establish Your Goals

Focus on your mission statement, then jot down the crucial points you need to incorporate in your content strategy. This will decide the tone and direction of your content.

Measure Key Performance Indicators (KPIs)

Establish the KPIs that will help to measure your performance. These indicators can be related to revenue, sales, traffic or improved SEO.

Understand Your Audience

It is important to know what your audience wants. Research your audience based on age, sex, location, income, etc. This information will give you the exact idea about your targeted audience and their needs. In this way, you can create content that is valuable to the public.

Assess Where You Are Now

Determine where your exact position is in the market and also check on the status of your competitors. Try to find any loopholes.

Create Your Content

Now you’re ready to give it your best shot. Focus on writing the best possible content that will help you to drive leads.

Promote Your Content

As we’ve said before, marketing your content is as vital as writing it. Any content that cannot reach your target audience is a mere waste of time and resources.

Measure Your Results

Now, it’s time to sit back and see the response to your content. What magic has your hard work resulted in?

Important Content Marketing Tips for Enhancing SEO Results

  • Be sure to serve the best possible quality – quality is all that matters.
  • Ensure zero plagiarism.
  • Be informative with your content use as many LSI keywords as you can.
  • Don’t be too pitchy.
  • Try to mix and match and repurpose your content for videos, vlogs and social media posts.
  • Write what your customers want to hear. Research and analyze what problem they are facing and create your content accordingly.
  • Include engaging content like online surveys, links, etc.
  • Try to use popular formats.
  • Choose the appropriate social media channel to deliver your content.
  • Be open to change and learning in order to bring that unique WOW factor to your content.


Writing great content is not a skill to learn overnight and see instant success. It is a gradual process that comes with a lot of devotion and dedication. The year 2021 is evolving the dynamics of content creation – content is becoming hyper-personalized. 

People are demanding more informative and productive content because although the internet is an endless pool of content, very few meet users’ expectations. Become a reliable source of quality content for your target audience by focusing on content clarity, conciseness and completion.

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By Margaret Blank

At the moment I am an expert-analyst in the field of search engine optimization, leading several projects and consulting on website optimization and promotion, I am actively involved in various thematic seminars and conferences.

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