We’ve gathered insights from twelve industry professionals, including Managers of Content Strategy and CEOs, to uncover the most underrated skills that can enhance a content marketer’s performance. Their advice ranges from mastering data analysis to understanding SEO, providing a comprehensive guide to improving your content marketing game.

 

• Master Data Analysis for a Better Performance
• Stay Curious for Continuous Inspiration
• Understand People for Better Engagement
• Elevate Performance with Effective Communication
• Empathize for Stronger Relationships and Conversions
• Promote Content for Increased Visibility
• Hone Research Skills for Effective Strategies
• Enhance Agility and Outcomes with Autonomy
• Build Lasting Relationships with Follow-Ups
• Understand Sales Potential for Valuable Content
• Captivate the Audience with Creative Writing
• Optimize Content with an SEO Understanding

 

 

Master Data Analysis for a Better Performance

Content marketers need to know what data platforms they have access to, either free or as part of their enterprise’s subscription, and how to navigate them during the research, creation, and optimization processes. 

 

They need to know how to jump from tool to tool, zooming in and out of a specific piece of content’s data as they go, or answering the next question that pops into their head after solving the preceding one. Too many content marketers rely on data analysts to relay findings, and too much information is lost during that exchange. Take ownership of your content’s performance.

 

Sam Miller, Manager, Content Strategy, Red Hat

 

Stay Curious for Continuous Inspiration

I encourage content marketers to stay curious. You can find a world of inspiration and ideas by soaking in more knowledge and asking more questions. Set aside some time in your day to read more news and trends. Talk to people at all levels in your industry and business. You never know where the next story will come from.

 

Kim Wise, Content Strategy Manager, New Home Star

 

Understand People for Better Engagement

One underrated skill that can enhance a content marketer’s performance is their ability to understand people. A lot of the time, companies look at the skills that content marketers have in terms of their ability to adjust tone, create specific types of content, etc. 

 

However, they miss one of the core aspects of marketing—understanding an audience. When a marketer can understand people and put themselves in the audience’s shoes, they’re able to create empathetic content or content that the audience truly wants to engage with. This separates good marketers from great marketers and is something that we look for whenever we hire someone to join our marketing team.

 

Michael Maroney, Marketing Director and Lead Biologist, Infinite Outdoors

 

Elevate Performance with Effective Communication

Communication is a vital, yet often overlooked, skill for content marketers. Effective communication not only elevates their performance but also adds significant value to a business, often justifying a higher salary.

 

In most cases, marketers don’t work in isolation. They interact with a variety of stakeholders, from line managers to end users who engage with the content. Being skilled in communication allows a marketer to navigate these different relationships successfully, ultimately contributing to both personal and organizational success.

 

Chris Stott, Director, Seven Marketing

 

Empathize for Stronger Relationships and Conversions

One underrated skill that can significantly enhance a content marketer’s performance is empathy. Being able to understand and share the feelings of your audience allows you to create content that resonates with them on a deeper level. This can lead to increased engagement, stronger relationships, and ultimately, more conversions.

 

Lukasz Zelezny, SEO Consultant, SEO Consultant London

 

Promote Content for Increased Visibility

While crafting compelling content is essential, its promotion is an often-underrated skill that can make all the difference. It’s akin to having a best-kept secret: no matter its value, it’s useless if undiscovered. 

 

By dedicating significant time to content promotion on platforms like social media and through email campaigns, and by mastering outreach to influencers, a content marketer ensures their hard work gets the visibility it deserves, amplifying impact and engagement.

 

Matias Rodsevich, Founder, PRHive

 

Hone Research Skills for Effective Strategies

Effective content strategies and high-quality content production depend on the research skills of content marketers. Researching target audiences, market trends, and competitors can help them craft messages that resonate with readers and drive conversions. It also helps them identify valuable topics to write about and the best tactics to use in order to reach their desired goals. 

 

Furthermore, research provides content marketers with valuable insights and data that can shape content strategies and measure performance. By honing their research skills, content marketers can become better at creating compelling content that drives results.

 

Keith Sant, CMO, Eazy House Sale

 

Enhance Agility and Outcomes with Autonomy

Autonomy is a content marketing skill that is often overlooked but is important nowadays. While teamwork is crucial in the marketing sphere, the ability to do things on your own individually is equally vital. With so many of us working from our couches or coffee shops nowadays, it’s very important for a content marketer to tackle challenges without always needing a teammate to chime in.

 

To elaborate, when a content marketer can operate independently, they often become more agile and quick in their decision-making. This agility can lead to faster adaptations to changing trends. Moreover, self-sufficiency fosters a sense of responsibility and ownership over one’s work. This intrinsic motivation can drive better outcomes and cultivate an innovative mindset.

 

Christopher Burgess, Project Lead, EuHu by Findel

 

Build Lasting Relationships with Follow-Ups

The intricate dance of professional networking considers the follow-up as crucial as the initial introduction. One method that has proven effective at igniting results is the “Personalized Value Proposition” approach. 

 

After meeting someone at a networking event, a tailored email should be sent within 48 hours. This email should express gratitude for the interaction and offer something of value. It could be an insightful article related to their industry, a tool that has benefited you, or even an introduction to a mutual contact that could be beneficial. 

 

The key is to ensure that the follow-up is not merely a formality but a continuation of building a meaningful professional relationship. By offering genuine value in your correspondence, you stand out and lay the foundation for a lasting professional rapport.

 

Jon James, CEO, Ignited Results

 

Understand Sales Potential for Valuable Content

Marketers and salespeople often exist in different worlds, but the two need to work together to create a top-line impact. One way to do this is for marketers (especially content creators) to understand the sales potential of their content.

 

It’s not just about the most creative content but rather why your target audience should be interested in your content and the products/services you sell. By looking at the full customer cycle, not just the marketing piece, content marketers can make their content more effective.

 

Alli Hill, Founder and Director, Fleurish Freelance

 

Captivate the Audience with Creative Writing

Content marketing involves creating content that people want to engage with. To be successful, marketers must be able to think of ideas for content that will pique their target audience’s interest and create visuals or words that capture the imagination. 

 

Creative writing is essential for any content marketer, as it allows them to craft stories and messages that captivate their readers. In addition, creative thinking helps marketers develop unique and engaging content ideas to help them stand out from the competition. By developing their creative writing skills, content marketers can create content that resonates with their audience and drives traffic to their website or blog.

 

Mark Buskuhl, Founder and CEO, Ninebird Properties

 

Optimize Content with an SEO Understanding

One underrated skill that has become increasingly important for content marketers is understanding SEO (Search Engine Optimization). Becoming an SEO expert takes time and effort, but having a foundational knowledge of SEO gives content marketers the ability to create optimized content for search engines like Google and Bing.

 

James McNally, Managing Director, SDVH [Self Drive Vehicle Hire]