What does a Content Marketer do?–The Issuu Breakdown

By January 8, 2020Content Marketing, Tips

What does a Content Marketer do?

Content marketers run this blog. So, an exploration of the Issuu WordPress gives you a good idea of content marketing. However, there’s plenty going on behind the scenes for us– and any marketing team with a content strategy. Read on and learn more about this important marketing role!

Think like the comic book industry

Essentially, all of your favorite superheroes are content marketing breakthroughs. Creatives told a story which was converted into millions and billions in merchandise, events, etc. The industry (aka wordy) definition of content marketing is: a long term strategy designed for building strong relations with target audiences through relevant content production [1]. In simpler terms, creating not-too-salesy material that people want to interact with. A good content marketer makes customers feel cared about [1].  While content is much different nowadays with digital technology. The driving principle is still the same. Engage. Spread. Buy.

There us a lot of clutter in the content-sphere. And at Issuu we’ve dealt with a great deal of it. So, here is a model for breaking through the clutter. It all starts with designing the campaign.

  1. Map the pain point— what is a common problem people have in the industry? For example, we know that people struggle transferring assets between platforms in digital publishing.
  2. Choose the right content format for the problem— not every platform or format achieves the same goals. For example, we know lots of publishers use Instagram.
  3. Map people who have that problem into your buying cycle—  create content for that ideal customer! We researched crossovers between design platforms and our network, for example. [1]

Ultimately, content marketing is just storytelling. And Issuu Stories provides content creators with simple and adaptable formats for any Story. There are many ways to tell a story– all of which can be converted into social media Stories with our application.

Content format ideas

Here are some content formats people are converting into Stories: eBooks, white papers, templates, how-to’s, reviews, photo collages, user-generated content, “day in the life” posts, and so much more! [2] Below is an example of content marketing at work with the Issuu platform.

This designer has established a business by creating templates for wedding photographers and event planners! Very cool.

Responsibilities of a content marketer

The work flow of content marketing varies by day, season, and industry. Writing customer profiles including desires, goals, pains, and demographics of a preferred customer type helps us plan content. Then, post campaign, we look at which content performed best, what wasn’t discovered, and what failed. So, an important function is running SEO and social media audits [2].

More: How to Develop a Content Marketing Strategy: A Simple Guide

A lot of the job is also pitching what you think is a valuable to the strategy. This means breaking content marketing into visuals, picking keywords, and pointing out KPIs (key performance indicators) [2]. Common KPIs for content marketers include, but are not limited to, open and click through rates for email, reach/clicks/likes for social media, and page views and exit rates on blog posts. Issuu provides a full suite of products, like Analytics and Groups, that help create direction for upcoming campaigns.

Also, as mentioned before, choosing a content format aligned with your goals is essential. Particularly because certain kinds of content perform better in given the buyer’s stage in the customer journey. For example, eBooks and newsletters are used for building trust when a customer is weighing options and considering your product [1]. Or, guest blogs are ideal for capturing an audience. We at Issuu love doing guest blogging with our Publisher of the Month features!

We also organize the content calendar and write briefs. So, what is the title, deadline, messaging/goal of this project? What technical specs do we have such as word count? How do we treat assets? How is it submitted? Are there existing resources or style guides?

So, why should you care?

When people actually know about your brand they will stop and listen when you begin talking product.

New customer service research finds that elite brands produce 22 positive experiences for each negative one [3]. Content marketing is a way of ensuring more positive brand interactions, without forcing them down people’s throat. In addition, 57% of customers will drop a product or service because they received a better experience elsewhere [3]. A good content strategy will assure people have access to valuable information and therefore increase brand approachability.

Allow me to leave you with one last framework for why this matters.

You have a large pool of visitors, 75% of which are looking for information. No-risk offers such as blogs, videos, and podcasts, and low-risk offers like eBooks, templates, and white papers drive people into the next cohort.  23% of people then compare via social media, About Us sections, testimonials, demos, newsletters, endorsements, trials, webinars and more.

Which leads into a scant 2% that are ready for action. Only 2% , who reach the level of Contact Us, Ask More, or Buy [1]. With such a competitive market you cannot afford to lose any prospects early in your customer journey.

Find out today how Issuu can help you become a better content marketer with Issuu Stories, flip book embeds, Analytics, and more!

[1] Content Marketing Made Simple: A Step-by-Step Guide

[2] Marketers: Reclaim your Time with These Productivity Tips, Tools, and Templates

[3] Top 16 Customer Experience (CX) Stats to Know for 2020

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