Important Content Marketing Skills You Should Master

Content marketing plays a big role in the success of an online business. It gives you a voice and through your messages, customers can make better purchasing decisions.

Put simply, content marketing positions you at the at the top of your prospects’ minds.

We already know how important this marketing strategy is. Perhaps that explains why there’s no shortage of content marketers these days.

However, not everyone stands out. To make it work out really well for you, if you’re serious to get results, you need to master certain skills.

We’ll be covering those skills right here in this article. Take a look at them below.

Essential Content Marketing Skills To Master

1. Thorough research

Successful content requires in-depth research, unless you’re an expert at everything. Research matters because it gives clear direction to every piece of content you create.

It will help you know which path to take by helping you answer these important questions:

  • Who is my target audience?
  • What specific topic will best resonate with my readers?
  • What are their pain points?
  • Are there evidences to back up my claims?
  • Where do I source my information?

From adding validity to your content to making sure you engage your readers, research guides your path.

When it comes to the “how” of doing research, you’re in luck. There are places you can visit and tools to use to discover your audience’s interests and find great topics.

These include Quora, Reddit, BuzzSumo, and Google Keyword Planner.

2. Optimization of content for search engines

If you don’t use SEO in your content marketing strategy, you’re bound to fail. SEO and content marketing work closely to ensure that your message reaches your intended audience.

Their synergy lets you climb to the top of Google search results. It’s where you need to be if you want more of your target customers to reach you.

A basic way SEO scales your content marketing is keyword research. Knowing the specific keywords to optimize for helps you understand your readers better.

Let’s say you’re a manufacturer in the beauty industry.

Upon researching keywords in Google, you discover that a huge volume of searches is done on the terms best makeup tools.

Use these search terms to craft your content and your audiences will turn to you for solutions.

3. Design and structure

Humans have always been drawn to beautiful things since the beginning of time. Since people love visuals, you need to consider the visual appeal of your content.

How will your blog post look on your readers’ devices? Do you have enough white space? Are you using compelling visuals?

There are several ways to ensure that your content looks great every time:

Relevant images for your posts

Choose images that best represent your topic. They add a storytelling element to it.

Don’t forget to brand your images, resize them, or add some filters using a simple photo editing tool.

Mobile-responsive and professional theme

Build your website with responsive design in mind. People are mainly using their mobile devices when reading online information.

For that matter, use a theme that perfectly fits their mobile devices (and PC/laptop screens). I recommend choosing ThemeShop’s WordX theme or their selection of themes (with plugins) for a more affordable price.

Proper blog post formatting

Format your content for skimmers. Can you imagine how mobile users will react after seeing huge blocks of text?

If you want to attract even the most distracted online searcher, you need to make their experience as painless as possible. Make your content easy on the eyes by using the following:

  • Subheadings
  • Bolds and italics
  • Shorter sentences per paragraph
  • Easy-to-understand words
  • Powerful headlines

4. Analytics

How you tweak, refine, and improve your content strategy depends on your use of analytics. But here’s a common problem among bloggers: They only stick to content creation.

To create more successful content, you must learn how to measure its true performance. Tracking its impact on your readers helps you uncover missing elements and winning ingredients.

According to, content performance goes beyond clicks and shares. Of course, you shouldn’t miss these two basics.

Think more of the conversions you’re getting from a piece of content. Conversions lead to sales.

Are more people signing up for your mailing list at the end of your blog post?

Have they downloaded your free ebook or resource checklist? Did they buy your affiliate product?

Consider these types of actions in your blog readers.

5. Social media marketing

It’s no secret that social media is a gold mine for bloggers looking to grow brand awareness and drive website traffic.

A common misconception (the reason why most blog posts fail) is that all bloggers need to do is share their content on social media. Thus the use of social sharing buttons.

Get personal with your followers on social media. Interact with them to boost engagement.

Here are five social media engagement tips:

  • Share a picture and craft a story behind it.
  • Ask open-ended questions. Use this to gather ideas for your blog posts.
  • Share another industry leader’s post.
  • Respond to your audience’s comments. Provide a link to one of your posts or pages that answer their concerns.
  • Launch a contest to increase user-generated content.

There are still many ways you can use social media to amp up your content marketing. You might also want to consider a paid promotion for an enhanced targeting.

6. Collaborating with others

At a point in your content marketing, you will realize that you need others to help you.

Steve Jobs was one of the persons who believed that knowing how to ask for help matters when you need it.

When you’re looking to meet some content goals sooner, bring in more people. Hire a virtual team. It’ll help you save costs and leverage the best talents.

If not, pair up with business owners like you who can help scale your current efforts. Get noticed by influencers and start building connections. One way to do is is through guest blogging.

Before you Go

These 6 skills are sufficient for you to begin improving your content campaigns. Play with tools and other techniques that will help you deliver messages that connect with them emotionally.

Remember that content marketing gets you more leads than traditional methods. Use it to your advantage.

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