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Key Responsibilities and Required Skills for Content Marketing Professional

💰 $ - $

MarketingContentDigital MarketingSEO

🎯 Role Definition

A Content Marketing Professional plans, creates, distributes, and measures content that drives audience engagement, brand awareness, and lead generation across owned, earned, and paid channels. This role combines editorial judgment, SEO and analytics expertise, project management, and cross-functional collaboration to build scalable content programs that support product marketing, demand generation, customer education, and community growth. Ideal candidates are strategic storytellers who can translate business goals into content roadmaps, optimize content lifecycle performance with data, and work closely with design, product, sales, and growth teams to turn content into measurable outcomes.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Content Writer / Copywriter
  • Social Media Coordinator
  • Marketing Coordinator / Assistant

Advancement To:

  • Content Marketing Manager
  • Growth Marketing Manager
  • Head of Content / Director of Content

Lateral Moves:

  • Product Marketing Specialist
  • Demand Generation Specialist
  • UX Content Strategist

Core Responsibilities

Primary Functions

  • Develop and own a 6–12 month content strategy and editorial calendar aligned to company goals (brand awareness, lead generation, product adoption), mapping content formats, distribution channels, target personas, and KPIs.
  • Create high-quality long-form content (white papers, eBooks, cornerstone blog posts) that demonstrates thought leadership, solves customer problems, and drives top-of-funnel organic traffic and lead magnets.
  • Produce short-form and conversion-focused content (blog posts, case studies, product pages, landing pages, email campaigns, and in-product copy) that supports acquisition, activation, and retention use cases.
  • Conduct keyword research, competitor content audits, and gap analyses using tools like Google Search Console, Ahrefs, SEMrush, or Moz to prioritize content topics and optimize pages for organic search and featured snippets.
  • Optimize on-page SEO (title tags, meta descriptions, headers, schema, image ALT text) and internal linking structures to improve SERP visibility and increase organic sessions and impressions.
  • Plan and execute content distribution strategies across owned channels (blog, newsletter, social), earned channels (guest posts, PR), and paid channels (content amplification, sponsored posts) to maximize reach and conversion.
  • Collaborate with Product and Sales to develop buyer-stage content (product briefs, competitive battlecards, one-pagers, ROI calculators) that accelerates pipeline and supports deal velocity.
  • Manage content production end-to-end: write, edit, brief designers and videographers, oversee freelancers and agencies, and ensure timely delivery of assets that meet brand voice and quality standards.
  • Use analytics platforms (Google Analytics, GA4, HubSpot, Mixpanel) to establish baseline metrics, create dashboards, measure content performance (traffic, engagement, conversion rates, MQLs), and iterate on content based on data.
  • Run A/B tests on headlines, CTAs, and landing pages; analyze results to improve click-throughs, form conversions, and content-driven revenue influence.
  • Develop and maintain a style guide, content templates, and SEO checklist to ensure consistent tone, accessibility standards, and scalable content processes across teams.
  • Create and manage gated content campaigns and nurture sequences in marketing automation tools (HubSpot, Marketo, Pardot) to convert neutral traffic into qualified leads and feed sales pipelines.
  • Lead content repurposing programs—transform webinars into blog series, convert reports into social snippets and email sequences—to increase content ROI and cadence without significant new development.
  • Coordinate content localization and international SEO efforts with regional teams to ensure relevance, search performance, and compliance for multi-market content.
  • Work with design and motion teams to produce visual and video content that increases engagement and improves social and search reach, including storyboarding, script writing, and distribution planning.
  • Build and maintain relationships with external contributors, subject matter experts, and industry partners to scale content production and secure high-authority backlinks for domain growth.
  • Execute content governance: archive or refresh stale content, remove low-performing pages, and implement canonicalization and redirect strategies to preserve SEO equity.
  • Monitor industry trends, algorithm updates, and audience behavior to proactively adapt content formats, distribution tactics, and messaging.
  • Train and mentor junior writers and cross-functional stakeholders on content best practices, content brief creation, and SEO fundamentals to improve team capabilities and consistency.
  • Define and report on quarterly content OKRs and ROI metrics that link content activities to revenue, pipeline influence, and customer retention, presenting results to marketing leadership.
  • Manage content budgets and prioritize spend for freelancers, agencies, SEO tools, analytics subscriptions, and content promotion to optimize cost-per-acquisition and lifetime value.
  • Lead cross-functional content launches for product releases or campaigns, coordinating timelines, assets, comms plans, and success metrics to ensure cohesive go-to-market execution.
  • Implement and maintain content tagging taxonomies and CMS workflows to enable effective content discovery, personalization, and performance tracking across owned properties.

Secondary Functions

  • Assist in customer research initiatives (surveys, interviews, persona validation) to feed insights into content ideation and messaging.
  • Support sales enablement by creating pitch decks, one-page summaries, and email templates to help reps communicate value and accelerate deals.
  • Participate in editorial review boards and sprint planning to prioritize content development against broader marketing and product roadmaps.
  • Contribute to cross-channel promotional calendars (paid social, search, partnerships) to align messaging and timing across marketing programs.
  • Maintain a backlog of content experiments and small tests to improve micro-conversions and site UX based on qualitative and quantitative signals.

Required Skills & Competencies

Hard Skills (Technical)

  • Advanced content strategy development and editorial planning for B2B or B2C audiences.
  • SEO expertise: keyword research, on-page optimization, technical SEO basics, and backlink acquisition strategies.
  • Strong writing and editorial skills with the ability to produce polished, persuasive long-form content and concise marketing copy.
  • Experience with CMS platforms (WordPress, Contentful, Sanity, Drupal) including content modeling and basic templating.
  • Proficiency with analytics and measurement tools (Google Analytics/GA4, Search Console, HubSpot, Mixpanel) and building custom dashboards in Looker, Data Studio, or Tableau.
  • Familiarity with marketing automation and CRM systems (HubSpot, Marketo, Pardot, Salesforce) for nurturing and attribution.
  • Content promotion tools and paid amplification platforms (LinkedIn Ads, Facebook Ads Manager, Outbrain, Taboola) for content distribution.
  • Experience with SEO and content research tools such as Ahrefs, SEMrush, Moz, Screaming Frog, or SurferSEO.
  • Basic knowledge of HTML/CSS for content troubleshooting and on-page adjustments.
  • Video and multimedia content production experience (briefing, scripting, simple editing tools like Adobe Premiere or Canva for quick assets).
  • A/B testing and experimentation knowledge with landing page and email optimization platforms (Optimizely, VWO, Google Optimize).
  • Familiarity with accessibility standards (WCAG) and content localization best practices.

Soft Skills

  • Strategic thinking with strong business acumen and the ability to connect content performance to revenue and ROI.
  • Excellent project management and organizational skills to manage multiple content streams and deadlines.
  • Cross-functional collaboration and stakeholder management—comfortable coordinating with product, sales, design, and engineering.
  • Strong communication and presentation skills to share insights and influence senior leadership.
  • Attention to detail and commitment to editorial quality and brand voice.
  • Curiosity and data-driven mindset—able to translate analytics into actionable content improvements.
  • Adaptability and creativity in solving content distribution or engagement challenges.
  • Mentorship and team building—willingness to train junior writers and scale processes.

Education & Experience

Educational Background

Minimum Education:

  • Bachelor’s degree in Marketing, Communications, Journalism, English, or related field (or equivalent professional experience).

Preferred Education:

  • Bachelor's degree plus certifications in content marketing, SEO, or analytics (e.g., HubSpot Content Marketing, Google Analytics certification).
  • Master’s in Communications, Marketing, or MBA preferred for senior roles.

Relevant Fields of Study:

  • Marketing
  • Journalism / Communication
  • English / Creative Writing
  • Digital Media / Media Studies
  • Business Administration

Experience Requirements

Typical Experience Range: 2–6 years for mid-level Content Marketing Professional roles; 5+ years for senior roles with strategic ownership.

Preferred:

  • Demonstrable portfolio of content assets that drove measurable traffic, leads, or revenue.
  • Proven experience in SEO-led content programs and measurable improvements in organic rankings and traffic.
  • Experience working with cross-functional teams and managing freelance or agency relationships.
  • Prior exposure to B2B SaaS, tech, finance, healthcare, or other verticals depending on company focus.
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