Key Responsibilities and Required Skills for Marketing Content Writer

🎯 Role Definition

As the Marketing Content Writer, you will develop and execute compelling content—from blog posts, white papers, articles, case studies and email campaigns to website copy and social posts—that aligns with the brand’s voice, engages target audiences, supports marketing initiatives and optimises for search engines. You will collaborate with designers, strategists and marketers, conduct audience and keyword research, apply best practices for SEO, manage content calendars and refine performance through analytics.

📈 Career Progression

Typical Career Path

Entry Point From:

Junior Content Writer
Marketing Communications Coordinator
Copywriter with some content experience

Advancement To:

Senior Content Writer or Content Lead
Content Marketing Manager
Head of Content Strategy

Lateral Moves:

SEO Content Specialist
Digital Copywriter
Marketing Communications Manager

Core Responsibilities

Primary Functions

Research industry topics, audience needs, keywords and competitive content to generate original ideas and content themes that support marketing goals.
Write and optimise high‑quality blog posts, articles, white papers, e‑books and case studies that engage the intended audience and guide them through the buyer journey.
Develop persuasive, brand‑aligned website copy, landing pages and micro‑content that drives conversions, supports SEO strategy and enhances user experience.
Create engaging email campaign content, newsletters, nurture sequences and automated flows that deliver value, foster engagement and support retention efforts.
Craft social media posts, captions, short‑form content and repurposed assets that amplify long‑form content and build brand presence and engagement.
Collaborate with marketing strategists, designers and product teams to ensure content aligns with campaign objectives, visual assets, brand messaging and SEO goals.
Maintain and manage the editorial calendar—plan content topics, assign tasks, track status, coordinate reviews and ensure timely publication.
Apply SEO best practices to all written content including keyword integration, meta tags, internal linking, content structure and readability to drive organic traffic growth.
Edit and proofread all content pieces (own and peer content) to ensure accuracy, clarity, style consistency, brand tone and alignment with marketing standards.
Monitor content performance metrics (traffic, engagement, conversion, bounce rate) and generate insights and recommendations to optimise future content.
Develop and maintain content templates, style guides, voice‑and‑tone documentation and asset libraries to promote consistency and scalability.
Conduct interviews with subject matter experts (SMEs), gather insights and transform technical or complex information into accessible and compelling content for target audiences.
Support marketing campaigns and product launches by creating and delivering campaign‑specific articles, brochures, promotional content and landing page copy.
Participate in content audits—identify content gaps, outdated assets, competing content, and collaborate in refreshing or retiring assets to maintain relevance and performance.
Stay up to date with content marketing trends, SEO algorithm changes, audience behaviours and new formats (e.g., interactive, video transcripts) to keep content strategies current.
Manage and archive all content assets in the CMS, ensure version control, proper metadata tagging, sharing across teams and reuse of content for maximum ROI.
Assist with cross‑functional training: guide sales or customer success teams in using content assets effectively and solicit feedback to improve content relevance.
Collaborate with external writers, freelancers or agencies—assign topics, review deliverables, ensure alignment with brand and coordinate payments or workflows.
Present content strategy, performance findings and insights to marketing leadership—translate written metrics into business impact and recommend improvements.
Ensure all content is aligned with brand guidelines, legal and regulatory requirements (copyright, accessibility, disclosures), especially in regulated industries.
Support ad‑hoc marketing and campaign content requests, rapid‑turn drafting, concepting for new initiatives and collaborating on cross‑channel content repurposing.

Secondary Functions

Support ad‑hoc data requests or exploratory content‑analytics tasks (e.g., keyword gap analysis, topic performance, persona research).
Contribute to the organisation’s content‑marketing roadmap by offering ideas, audience insights and content experimentation feedback.
Collaborate with business units to translate customer behaviour, feedback and search data into story ideas, content enhancements or service improvements.

Required Skills & Competencies

Hard Skills (Technical)

Excellent writing and editing skills: strong command of grammar, punctuation, structure, tone and voice.
Strong research capability: able to perform topic, industry, persona and competitor research to inform content.
SEO knowledge and content optimisation: keyword research, on‑page SEO, metadata, internal linking and content structure.
Familiarity with CMS platforms (e.g., WordPress, Drupal) and publishing workflows.
Ability to use analytics and reporting tools to track content performance, interpret data and recommend optimisations.
Experience with email marketing, social media content, long‑form writing and cross‑channel content adaptation.
Basic understanding of design or collaboration with design teams to integrate visuals into written content.
Strong project‑management skills: manage editorial calendar, multiple projects, deadlines and stakeholders.
Ability to translate technical or complex subject matter into clear, accessible content for target audiences.
Familiarity with content marketing best practices, distribution strategies and repurposing tactics.

Soft Skills

Excellent communication and collaboration: works effectively with marketers, designers, product teams, and external writers.
Strategic thinking: able to align content output with marketing objectives, audience needs and business growth goals.
Creativity and storytelling ability: crafts narratives that engage, inform and persuade.
Analytical mindset: able to interpret content metrics, generate insights and secure buy‑in for improvements.
Time‑management and prioritisation: handles multiple tasks, meets deadlines and adapts to shifting priorities.
Attention to detail and quality orientation: ensures accuracy, consistency, brand compliance and error‑free content.
Adaptability and curiosity: keeps up with industry changes, digital formats, audience behaviour and adjusts accordingly.
Audience‑centric orientation: writes with empathy for target personas, user behaviours and content relevance.
Initiative and self‑motivation: proactively generates ideas, takes ownership and drives content projects end‑to‑end.
Feedback‑receptive and collaborative: accepts revisions, iterates content and improves continuously based on stakeholder input.

Education & Experience

Educational Background

Minimum Education:

Bachelor’s degree in Marketing, Communications, English, Journalism or a related field.

Preferred Education:

Advanced certification or Master’s degree in Content Strategy, Digital Marketing, or related discipline.

Relevant Fields of Study:

Marketing & Content Strategy
Journalism & Creative Writing
Communications & Digital Media
English Literature & Linguistics

Experience Requirements

Typical Experience Range:

2 to 4 years of experience in content marketing, writing, or digital marketing roles with evidence of producing results.

Preferred:

Proven track record of creating content that drove engagement, organic growth, conversions or brand awareness; experience managing editorial calendars, collaborating cross‑functionally and optimising content performance through analytics.