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

Key takeaways

Content marketing specialists perform digital marketing responsibilities for businesses to create compelling, high-performing content.

• The content marketing industry is on course to generate $107 billion annually by 2026 [1].

• Key skills for a content marketing specialist include writing, editing, keyword research, data analytics, search engine optimization (SEO), and proofreading.

• You can become a content marketing specialist by pursuing a degree in marketing, communications, or a related field.

Learn what a content marketing specialist does and how to become one. Afterward, consider enrolling in the Google Digital Marketing and E-commerce Professional Certificate. In as little as six months, you’ll have the opportunity to learn the fundamentals of digital marketing and e-commerce to gain the skills needed to land an entry-level job. Upon completion, you can add this shareable credential to your resume or LinkedIn profile.

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. 

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 $72 billion in 2023 [1]. 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 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.

Read more: 10 Digital Marketing Jobs to Explore + How to Get Started

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: Content marketing, SEO, and more

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 also take other paths 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 percent of content marketing specialists in the US have at least a bachelor’s degree [2]. 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 laterally 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.

How much does a content marketing specialist make? 

According to Glassdoor, the estimated median total pay for content marketing specialists in the US is $85,000 per year [3]. This figure includes additional pay, which may represent profit-sharing, commissions, or bonuses. Keep in mind that salaries can be influenced by location, experience, and education.

Explore content marketing courses and free resources

Subscribe to our weekly LinkedIn newsletter, Career Chat, to keep track of the latest trends in content marketing and other career fields. Then, explore free, digital resources:

• Watch on YouTube: The Content Creator Revolution: Is This High-Demand Career Right For You?

• Find a course: Which Digital Marketing Course Should You Take? Find Out in 1 Minute

• Learn from an expert: Marketing Career Path: How I Became a Brand Marketing Manager at Coursera

Whether you want to develop a new skill, get comfortable with an in-demand technology, or advance your abilities, keep growing with a Coursera Plus subscription. You’ll get access to over 10,000 flexible courses. 

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