Make Your Mark in Content Strategy: How to Score a Career as a Content Marketing Strategist

In today's fast-paced digital environment, we expect a lot from content: it must drive genuine value while also providing an enjoyable and engaging experience. This, in turn, can produce strong opportunities to attract leads and build relationships with consumers.

With such high expectations, it's increasingly clear that no single content professional can do it all. Just as marketing campaigns call for directors or managers, content initiatives need skilled strategists on hand to determine what exactly each organization can stand to gain from its content—and how this can be leveraged to drive quantifiable results.

Despite its inherent challenges, content strategy is also an exciting field that allows driven professionals to make their mark in a thriving digital landscape. There is something truly gratifying about knowing your research, creativity, and organizational skills coalesce to drive verifiable results from customers and clients alike.

To illustrate the power of this field and the many professional opportunities it provides, we've compiled a guide to all things content strategy. Below, we reveal: What is a content marketer, and what does a content strategist do? Read on to discover whether you could have a future in this rapidly evolving and highly rewarding field. 

What Does a Content Marketing Strategist Do?

Content marketing strategists wear many hats. These professionals are creatives, digital tacticians, and skilled project managers. They oversee a myriad of content-oriented tasks and provide direction and resources for the various copywriters, editors, graphic designers, and other creative professionals who contribute their talent to the process of creating content. Key components of this multi-faceted job include:

Content Audits and Competitor Analysis

Before content strategists can conclude which types of content are needed and how this contributes to overarching marketing goals, they need to understand the current status of the website in question, including both successes and potential areas for improvement.

This is determined while conducting comprehensive content audits. During these systematic reviews, content marketing strategists examine landing pages, blog posts, and other forms of web content. They gather and analyze extensive data, which then drives strategic decision-making.

In addition to examining their websites, content marketing strategists look to competitors for valuable insight. Competitor analysis can reveal which content solutions are most impactful and which are best avoided. The goal is not to copy competitors but rather to pinpoint opportunities to set brands apart through the power of curated content. 

Editorial Planning and Managing Content Creators

Content creators are talented wordsmiths who often hold expertise not only in the topics they cover but also in search engine optimization (SEO) and digital marketing in general. Still, they may require guidance to ensure their work is completed according to the editorial calendar while abiding by strict quality standards as well.

Content marketing strategists help keep these creative professionals on track. This begins with clear and open communication so all copywriters and editors know precisely what is expected of them. Collaboration is highly encouraged as, during the research process, writers may uncover unanticipated concerns regarding the scope of the content or its intended structure. The best strategists trust creators to get the job done but are also willing to lend support when needed.

Editorial planning plays heavily into this process. Detailing all the materials and personnel needed to accomplish previously identified content goals, a solid editorial plan provides a valuable blueprint that encompasses the full range of marketing channels and projects, plus workflows to guide both strategists and creators. 

Tracking Projects and Analyzing Performances

As content progresses through the creation pipeline, strategists keep tabs on these projects, providing insight and support to be sure everything is completed on time without compromising on quality.

Further tracking is necessary after the content is published. Typically, this means taking a close look at key performance indicators (KPIs) to reveal whether content attracts attention or drives results in the form of conversions. On a larger scale, these metrics determine whether content supports business goals.

Content strategists determine which KPIs to measure and how these metrics speak to content efficacy. Strategic selection is important, as not all data can tell the true story of the content's performance—and not all data will lead to actionable insights. Common analytics collected, evaluated, and conveyed by strategists include:

• Page views
• Bounce rate
• Session duration
• Conversion rate

Key Skills Required for a Content Marketing Strategist

Content marketing strategy calls for a diverse skill set that includes many creative attributes along with strong administrative and management capabilities. Impressive technical acumen is required, too, especially as new platforms and even artificial intelligence enter the profession in a big way. Essential abilities include:

Strong Copywriting Skills

While content strategists often look to copywriters to craft content, strategists themselves also should be equipped with excellent writing skills. If they maintain their writing abilities, these strategists are better positioned to collaborate with the various specialists and creators on their teams. This is a must for contributing to projects and communicating content expectations and guidelines.

Expertise in SEO and Content Monetization

Search engine optimization forms the basis of modern digital marketing. This determines how visible content is to search engines, which users rely on to discover content and brands that address their needs. Content strategists should be adept at finding topics that relate to these specific search queries and have strong traffic potential.

Strategists should seamlessly navigate a complex puzzle of keywords and backlinks, without falling into the trap of ineffective and disingenuous “black hat” tactics (such as keyword stuffing). This means understanding current algorithms and being flexible enough to adjust content strategies as these algorithms continue to evolve.

Content strategists hold a deep-seated understanding of content's value, including the benchmarks needed to achieve a desirable return on investment. Though this generally revolves around the effort to boost conversions through a solid inbound marketing strategy, many strategists also rely on content monetization: the process of generating an income directly from the content itself, often via subscriptions, sponsorship, or affiliate marketing. 

Analytical Skills

Content strategy is a highly analytical practice. From keyword research to social media metrics and, of course, the many KPIs mentioned earlier, this field calls for a data-driven approach in which creative strategies are dictated by quantifiable insights. Effective content marketing strategists can make sense of this wealth of data and translate it into a comprehensive content plan that produces clear progress toward ambitious business objectives. 

Social Media Savvy

Social media mavens are natural candidates for content marketing strategy. A strong social media intuition can make it easier to determine which concepts are most likely to go viral and which would have a limited impact. This also allows for better collaboration between content marketing strategists and social media specialists.

Communication and Storytelling Skills

Effective content marketing strategists possess exceptional storytelling skills. They understand that every aspect of their digital content plays a role in creating a comprehensive and long-term narrative for the brand. Content strategists unite these seemingly unrelated elements to create a coherent and captivating story that highlights what sets a particular brand apart.

Steps to Becoming a Content Marketing Strategist

Do you feel drawn to the world of content marketing strategy? While it may seem challenging to break into this industry, with focused and strategic skill development, as well as extensive experience in digital marketing, you can prepare yourself for a rewarding career in this exciting field. No one professional trajectory can guarantee success in this competitive field, however, these steps could give you a definite leg up:

Learning SEO Basics and Formulating Strategy Guidelines

SEO knowledge is crucial to success in content strategy. This means understanding how search engines function and which metrics matter. Additionally, it may mean keeping up to date with frequent algorithm changes. Understanding SEO helps inform the development of strategy guidelines, ensuring content is optimized and maintains the desired tone and style across a variety of platforms. 

Gaining Experience in Digital Content Creation

Often, content marketing strategists begin their professional journeys as content creators. Many initially work as content writers or social media specialists before eventually moving into editorial or management-oriented roles.

Strategists with a solid background in content creation may find it easier to collaborate with writers and editors. This insight can be valuable when identifying compelling topics or themes as well as help strategists pinpoint quality content or reveal areas for improvement. 

Job Titles Related to Content Marketing Strategist

Content marketing strategy is far more diverse than many people realize. There are countless excellent opportunities to specialize while making the most of unique skills and interests. Common job titles include: 

Content Specialist and UX Content Strategist

Content specialists focus on projects that relate specifically to targeted brands, sectors, or types of consumers. UX content strategy is similar but with a greater focus on the usability of this content. This may involve mapping customer journeys so that users are consistently able to find and utilize the right content at the right time. UX content strategists collaborate closely with both UX designers and general content strategists.

Digital Content Strategist and Content Strategy Manager

Adept at project management, content strategy managers are heavily involved in long-range content planning—pinpointing brand values and ensuring that all content aligns with the organization's overarching vision and mission. This calls for extensive collaboration with cross-functional teams, emphasizing editorial planning and developing streamlined workflows. 

Expected Salary and Career Outlook for a Content Marketing Strategist

Content marketing is thriving, and while this field can be competitive, there is also a strong demand for skilled content strategists. Many employers are willing to pay top dollar for marketing experts who can plan and execute dynamic and highly impactful content strategies.

Average Salary Expectations

Content strategist earnings can vary based on education level, geographic location, and work status: for example, full-time for a marketing firm versus consulting or freelance gigs. This can be a lucrative profession for many, and opportunities for advancement abound.

The Bureau of Labor Statistics (BLS) does not currently provide targeted data on a typical content marketing strategist's salary, although details on related occupations can provide valuable insight. For instance, mean wage estimates for market research analysts and marketing specialists indicate that these professionals earn, on average, an annual $78,880. This is in line with insights from Glassdoor, which notes an estimated total salary of $79,944 for U.S.-based content strategists. 

Future Job Prospects in Content Strategy

The future of content strategy is difficult to predict, as we have yet to determine exactly what role generative AI will play in shaping the content landscape of tomorrow. Experts anticipate that content marketing will continue to flourish, however, because users crave an abundance of high-quality, curated content. Strategists can satisfy that need while ensuring content meets users' demands and remains monetizable.

Educational Requirements for a Content Marketing Strategist

No singular degree or credential can guarantee content strategy success, but certain programs are more likely to equip you with the skill set needed to thrive in this competitive field. Many employers list bachelor's degrees as key requirements for scoring top content strategy positions.

One of the most reliable paths to success? A bachelor's in digital marketing that covers foundational marketing principles and applies them to the realities of modern content strategy. Many employers are willing to hire candidates with a general background in marketing or communications, but targeted digital marketing training could provide a definite edge. 

What Makes a Successful Content Marketing Strategist?

While each content marketing strategist brings something unique to the table, certain qualities and commitments are more likely to produce positive content outcomes. The most successful strategists typically hold these in-demand attributes:

Staying Up to Date on Trends

The pace of the content marketing trend cycle is fast, and keeping up is crucial. Content strategists must continually look to competitors, influencers, and other resources to remain in the loop. Although not every trend will be appropriate for every brand or every editorial plan, a basic understanding of these trends should equip strategists with the insights needed to make sure content remains cutting-edge. 

Creating Quality Content

Top content strategists intuitively understand what constitutes “quality” content. They recognize what target audiences crave and how specific types of content can play into these digital preferences. Because they acknowledge the definition of “quality” can vary from one project to the next, they know how to develop content that drives quantifiable actions among target consumers—like email list signups, white paper downloads, or online purchases, for example. 

Collaborating With Team Members

Content strategy is a team effort; no matter how talented they may seem, strategists won't get far on their own. Rather, they must work closely with a range of passionate professionals, from content creators to marketing managers.

Collaborative efforts may also involve several content agencies, clients, and even executive stakeholders. Strategists might need to adapt their communication style to ensure the right message is always shared in the most resonant manner.

Start Your Content Marketing Journey Today

Do you envision a future in content marketing? Your journey could begin with Champlain College Online's Bachelor of Science in Digital Marketing program. Our program has been crafted to cater to aspiring digital professionals and provide them with the skills required to thrive in the field. Reach out today to get started.