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Ever heard of a content marketer?  Okay, so let’s say you have a blog, you write some blog posts and you promote them on social media.  Then that are some of the basic tasks of a content marketer – you are creating content and marketing it to your audience.  There’s a lot more to the job but the heart of it, the role of the content marketer is about getting your business the exposure it needs through different types of content.  So how do you know if your business needs a content marketer?

What is a content marketer?

That was a mini-introduction to the role of content marketer but let’s take a look a little more at what the job entails.  According to Copyblogger, the role is:

Someone responsible for planning, creating and sharing of valuable content to attract and convert prospects into customers and customers into repeat buyers.  The type of content they share depends on what is sold.  In other word, he/she educates people, so they know, like and trust them enough to do business with them

Marketing works with the Four P’s – product, price, place and promotion.  In the content marketer role, the product is the content and the price might be an actual monetary amount, or it might be something like an email signup or registering interest in a course.  The place would be the website, blog, social media account or the email list.  And the promotion would be how the content was shared.

5 signs you need a content marketer

So the role of the content marketer is all about marketing your products or services to potential customers, changing them into leads and gaining their trust.  This process is even more important online because you can’t rely on things like face to face meetings and body language to build that know-like-trust factor.  And this is why your business might need this kind of expert to help.  Here are also 5 signs that you are ready for a content marketer.

1.       You don’t have a blog on your business website

If your website has a blog and you look at the analytics, I bet most of the top performing pages are blog posts.  That’s because these are the things that bring people to your website to give them information, advice or even entertainment.  Impressed by your content, they then move to other pages on your site and encounter your products or services.

If you don’t have a blog on your site, then you are missing out on a big part of the content marketing strategy.  Sure, other parts of your website can attract customers, but nothing works like a blog.  In fact, 82% of businesses admit that blogging is a critical part of their business.

content marketer - busy desk

2.      It only has stuff about the business

The other big thing is that just having a blog is one thing, but you need to have the right stuff on it for it to work.  If you blog is full of stuff about your company, what you do and how great you are, that isn’t going to do a lot in terms of digital content marketing.  That’s because this stuff won’t show up in search engines – people don’t search for it.

Instead, you need to be creating content that answers questions that your customers might have, gives them information they didn’t know they needed and answers their pain points.  This is what will come up in search engines and get them to your site.  And by being useful and informative, they are more likely to come back.

3.       You have no idea what kind of content to create

Sometimes it seems like every post you want to write has already been written.  Or you just don’t have a clue what to write.  The trick of working with a marketer is that they can help with this.  They can do research to get ideas, scout competition businesses to get inspiration and can create a content plan that will be easy to like and relevant to your business.

Planning in an organiser

4.      There’s only a few posts and they don’t drive traffic

Content marketing isn’t a quick fix – you can’t pop up a couple of posts and expect a flood of traffic.  Ten years ago, sure but content overload is a real thing.  You need to be clever in the kind of content that you post, and you need to keep posting new content and refreshing older content because search engines like Google rate websites on how fresh they are.

Search engine optimisation (or SEO) is a big part of the role of the content marketer.  It is an ever-changing world that is very complicated but there are some clear areas that can be focused on and will start to get returns for the business.  This includes optimising each post for SEO as well as user experience and also for ensuring you do keyword research to make sure people want the content you are creating.  These are areas that a content marketer will understand perfectly.

5.      You don’t have the time to create content for the blog

I get it, running a business is a time consuming thing.  Whether you are a solopreneur wearing all the hats yourself or head of a team of management executives with hundreds of people working for you, it takes a lot of time.  You might know what your content plan is, have clear ideas on what content you need to create – but you don’t have time to do it.

This is another situation where the content marketer is key because they can do the work for you.  No more trying to fit blog creation into all those other jobs or finding someone in the business who can do it but hates it.  You can work with a professional who loves creating content and is happy to do it for you.

Grab a freelancer

Well, not literally but in today’s freelance world, you can also have a freelance content marketer work with you as needed rather than hiring someone full or part time within your business.  This gets you the benefits of an expert, a new viewpoint on your problems and someone that loves marketing.  Freeing you up to do the things you do best – whatever they are!

If you think you might need content marketing help, please check out my packages to help get the content your need and start reaping the benefits of a content marketing strategy today!