Content Marketing Specialist: What They Do and How to Become One

Content marketing specialists work on various aspects of digital marketing campaigns, including creating concepts, writing and editing content, and interacting with the marketing team. They create content for various business channels, including websites, social media copy and advertisements, static campaigns, and email outreach. The US Bureau of Labor Statistics (BLS) predicts that media and communications jobs, including content marketing specialist roles, will grow as fast as average compared to other industries from 2022 to 2032 [1]. Still, the field is growing. 

Businesses in various industries rely on content marketing’s ability to connect with their target audience. According to Statista, the content marketing industry will generate $107 billion annually by 2026, up from $63 billion in 2022 [2]. This growth and widespread adoption of content marketing practices could signal positive opportunities for those with the knowledge and skill set necessary to work in the industry. 

What is content marketing?

Content marketing refers to a strategy that brands and organizations use to engage with their audience and reach new demographics through relevant, engaging, and valuable content. That content could be entertaining, educational, or informational, aiming to connect with consumers, increase engagement with the brand, and ultimately drive more sales. It involves demonstrating authority to potential customers to help build trust in your brand. The idea is that if a business can offer customers value through insightful digital content that fulfills their needs, the trust built will keep that customer engaged. They will choose your business when it’s time to make a purchase decision. 

Read more: What Is Content Marketing?

What does a content marketing specialist do?

A content marketing specialist provides content like podcasts, videos, social media posts, and more to build a strong relationship between a brand or company and its intended audience. Typically, this content tells a story or helps solve a problem. Content marketing specialists usually work as part of a larger team to plan, draft, and publish different types of digital content. They can work for nonprofit organizations, government agencies, businesses, and anyone using digital marketing. 

While the exact responsibilities of a content marketing specialist vary based on the specific needs of a company, some of the more common tasks you might expect include:

• Creating an editorial calendar: Effective marketing strategies are usually planned weeks or months in advance. Content marketing specialists use an editorial calendar to outline upcoming content so that everything published is consistent and on a schedule that appeals to their audience.

• Optimizing existing content: Search engines look for specific keywords and phrases on websites to show the most relevant results to the person using the platform. A content marketing specialist researches needed keywords and writes them into a website’s existing copy to make it more effective.

• Writing, editing, and publishing content: Every brand, company, and organization has its own unique voice and intended audience. A content marketing specialist researches effective ways to write content that appeals to that audience and creates helpful content. For example, if a content marketing specialist works for a national tire company, they might write a blog post about why keeping tires inflated properly is important.

• Designing a marketing plan: Marketing plans are the road maps companies use to reach specific growth and profit goals throughout a calendar year. Content marketing specialists work with C-Suite executives and other departments to create a strategy to meet the company’s projected goals.

Who do content marketing specialists work with?

Content marketing specialists often collaborate with other creative departments on the team, like graphic designers or search engine optimization (SEO) specialists, to create compelling content that meets the business's needs and goals.

Content marketing specialist skills

A content marketing specialist needs to be able to write engaging, professional, and accurate content. To be successful in this role, you must develop your research, writing, and editing skills. 

Some of the other essential skills needed for success in this field include:

• SEO and keyword research 

• General marketing skills 

• Data analytics 

• Proofreading 

• Microsoft Office 

• Communication and storytelling 

• Time management and multitasking  

How to become a content marketing specialist

Content marketing specialists typically have a bachelor's degree. While this can help you build the necessary skills for the job, you can take other paths you can take toward this field, including earning certifications and building your credibility by creating a robust social media channel or website. 

Working to develop your human and technical skills can also help. Spend time practicing your writing, consider taking some marketing courses, and use personal and professional projects to create a portfolio to showcase your work. 

Education requirements

Hiring managers often require a bachelor's degree to qualify for this role. According to Zippia, 82.4 percent of content marketing specialists in the US have at least a bachelor’s degree [3]. A bachelor’s degree in English, marketing, journalism, or communications will help you develop the skills necessary to compete in the content marketing field.

Benefits of a content marketing career

Before starting this career, learn about the numerous benefits of working in content marketing and digital marketing. 

• Role flexibility. As a content marketing specialist, you can move lateral or vertically to roles such as digital strategist, digital marketing manager, social media manager, or copywriter. Pivoting into a new role within digital marketing only requires some extra training. 

• Fast-paced. If you enjoy a fast-paced work environment, digital marketing can be a great option because technology, algorithms, platforms, and the rest of the digital world change constantly. Creating content and helping with digital marketing campaigns are good outlets for your creativity as well. 

• Flexible work environment. Content marketing specialist roles are available in-office and remote positions, offering flexibility with your workplace and possibly hours.

Salary outlook

According to Glassdoor, the estimated total pay for content marketing specialists in the US is 63,227 per year. This figure includes an average base salary of $58,840 and $4,387 in additional pay. Additional pay may represent profit-sharing, commissions, or bonuses. [4]. Keep in mind that salaries can be influenced by location, experience, and education.

Next steps

As a content marketing specialist, you'll help create and use compelling written content for an organization's marketing and advertising plan. The job has a positive outlook for the next decade and offers flexibility and the ability to use your creative skills.

Continue learning about the practice or prepare for a new career in content marketing with online courses designed for every skill level. For example, you can strengthen your content marketing abilities with options such as The Strategy of Content Marketing, offered by the University of California, Davis or Viral Marketing and How to Craft Contagious Content from the University of Pennsylvania. You’ll find these courses and more on Coursera to help you learn the fundamentals of content marketing and take the first steps on your path to a content marketing specialist role.