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Key Responsibilities and Required Skills for Blogger

💰 $35,000 - $85,000

ContentMarketingWritingSEODigital MediaBlogging

🎯 Role Definition

The Blogger is a content-driven specialist responsible for producing high-quality blog posts and content that increase organic search visibility, engage target audiences, and support broader marketing and business objectives. This role combines content creation, editorial planning, SEO optimization, analytics-driven iteration, and cross-functional collaboration with design, product, and marketing teams to deliver measurable traffic, lead, and revenue outcomes.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Content Writer / Copywriter
  • Social Media Coordinator
  • Junior Journalist or Staff Writer

Advancement To:

  • Senior Blogger / Senior Content Writer
  • Content Manager / Editorial Manager
  • Head of Content / Director of Content Strategy

Lateral Moves:

  • SEO Specialist
  • Social Media Manager
  • Brand Journalist / Corporate Communications

Core Responsibilities

Primary Functions

  • Research, plan, and write long-form, audience-focused blog articles (1,000–3,500+ words) that answer user intent, incorporate target keywords, and follow best practices for readability and engagement.
  • Conduct thorough keyword research using tools such as Google Keyword Planner, Ahrefs, SEMrush, or Moz to identify content opportunities and prioritize articles based on search volume, intent, and business value.
  • Optimize on-page SEO for every post by writing SEO-friendly titles, meta descriptions, H1/H2 structures, alt text for images, internal linking, canonical tags, and schema where applicable to improve organic rankings.
  • Develop and maintain an editorial calendar aligned with product launches, seasonal trends, PR initiatives, and marketing campaigns to ensure consistent publishing cadence and cross-channel amplification.
  • Write compelling headlines and subheads that increase click-through-rates (CTR) from search and social channels and A/B test headlines when appropriate.
  • Perform in-depth topic research, interview subject matter experts, and synthesize technical or domain-specific information into clear, authoritative content accessible to the target audience.
  • Edit and proofread all content to ensure grammatical accuracy, consistent brand voice, style-guide compliance, and fact-checking before publication.
  • Publish and format posts in the company CMS (e.g., WordPress, HubSpot, Contentful), including inserting images, embedding multimedia, tagging, and applying SEO plugin recommendations (e.g., Yoast, Rank Math).
  • Collaborate with designers, photographers, and videographers to produce or optimize visual assets that enhance article quality, increase engagement, and meet accessibility standards (alt text, captions).
  • Perform content audits to identify underperforming pages, refresh evergreen content, consolidate similar posts, and implement redirects or canonicalization to maximize SEO value.
  • Monitor content performance using Google Analytics, GA4, Search Console, and other reporting tools; translate traffic, engagement, and conversion data into actionable content improvements.
  • Implement internal linking strategies and outreach-led link building to increase domain authority, referral traffic, and page-level ranking potential.
  • Create and manage content briefs, editorial guidelines, and standard operating procedures to scale content production and onboard freelance writers or guest contributors.
  • Manage relationships with freelance writers, editors, and contributors: assign briefs, review submissions, ensure deadlines, and enforce quality and style standards.
  • Repurpose high-performing blog content into other formats (newsletters, social posts, ebooks, videos, webinars) to extend reach and lifecycle value of content assets.
  • Promote published content across owned channels (email, social media, in-product, partners) and coordinate with paid marketing when appropriate to amplify reach.
  • Implement and monitor content monetization strategies where relevant (affiliate links, sponsored content, lead magnets) and ensure disclosures and compliance with platform and legal guidelines.
  • Stay current with search algorithm updates, content trends, and competitive landscape to proactively adjust content strategy and SEO tactics.
  • Use audience research and feedback (comments, surveys, support tickets) to iterate on content topics, formats, and tone that better meet reader needs.
  • Maintain content accessibility and localization standards by ensuring translations, region-specific adaptations, and adherence to accessibility guidelines (WCAG) when applicable.
  • Track and report on KPIs such as organic traffic, rankings, average time on page, bounce rate, newsletter signups, and assisted conversions to stakeholders on a regular cadence.
  • Troubleshoot publishing issues and work with engineering/IT to resolve technical SEO issues like crawlability, site speed, structured data errors, and mobile rendering problems.
  • Ensure legal and ethical compliance by verifying permissions for images, managing copyright and attribution, and following disclosure rules for sponsored content and affiliate links.

Secondary Functions

  • Support A/B tests of headlines, calls-to-action (CTAs), and content layouts to improve user engagement and conversion rates.
  • Contribute to content strategy, audience personas, and messaging frameworks to align blog content with brand positioning and business goals.
  • Assist in moderating blog comments and community discussions to maintain a positive reader experience and gather qualitative feedback.
  • Participate in cross-functional sprint planning and content roadmap discussions with marketing, product, and growth teams.
  • Help create training materials and internal documentation for best content and SEO practices to upskill colleagues and new hires.

Required Skills & Competencies

Hard Skills (Technical)

  • SEO strategy and on-page optimization (meta tags, headings, structured data).
  • Keyword research and competitive content gap analysis using tools like Ahrefs, SEMrush, Moz, or Google Search Console.
  • CMS proficiency, especially WordPress, HubSpot, Contentful, or equivalent (publishing, taxonomy, plugins).
  • Content analytics and reporting in Google Analytics (GA4), Google Search Console, and data visualization tools.
  • Strong copywriting and long-form article writing with experience crafting attention-grabbing headlines and CTAs.
  • Basic HTML/CSS knowledge to troubleshoot formatting and apply minor template adjustments.
  • Familiarity with content optimization tools and SEO plugins (Yoast, Rank Math, SurferSEO, Clearscope).
  • Experience managing editorial calendars and using project management tools (Trello, Asana, Jira, Notion).
  • Multimedia content basics: image optimization, embedding video, and understanding of basic photo/video editing workflows.
  • Email marketing familiarity for newsletter creation and building content-driven subscriber funnels (Mailchimp, Klaviyo, HubSpot).

Soft Skills

  • Strong storytelling ability with an audience-first mindset.
  • Excellent editorial judgment and attention to detail.
  • Analytical and data-driven decision-making orientation.
  • Project management and ability to meet consistent publishing deadlines.
  • Collaboration and communication skills for cross-functional teamwork.
  • Adaptability to respond to search algorithm changes and shifting business priorities.
  • Curiosity and continuous learning mentality around SEO, content trends, and industry news.
  • Empathy for reader needs and ability to write in an engaging, accessible tone.
  • Negotiation and vendor management skills for coordinating freelance contributors and agencies.
  • Time management and prioritization in a fast-paced editorial environment.

Education & Experience

Educational Background

Minimum Education:

  • Bachelor's degree OR demonstrated equivalent experience in content creation, journalism, or digital marketing.

Preferred Education:

  • Bachelor’s degree in Journalism, Communications, English, Marketing, Digital Media, or a related field.
  • Certifications in SEO, content marketing, or analytics (Google Analytics, HubSpot Content Marketing, SEMrush Academy) are a plus.

Relevant Fields of Study:

  • Journalism
  • Communications
  • English / Creative Writing
  • Marketing / Digital Marketing
  • Media Studies / Digital Media

Experience Requirements

Typical Experience Range:

  • 1–5 years of professional blogging, content writing, or editorial experience for mid-level roles; 3+ years preferred for full ownership positions.

Preferred:

  • Proven track record of growing organic traffic and improving search rankings for blog content.
  • Portfolio with multiple published long-form articles, case studies, or content campaigns demonstrating SEO impact and audience engagement.
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