9. @RebekahDunne
#TalkAboutDigital
Coincidentally...
To see exactly what other companies expect from their content
marketing managers, I had an in-depth look at 200+ Glassdoor
job postings from all over the world to bring you the most
responsibilities they have.
Alexandra Cote
https://www.linkedin.com/in/co
tealexandra/
In collaboration with:
https://zengrowth.de/
10. @RebekahDunne
#TalkAboutDigital
The top 20 responsibilities of a content
marketer
1) Publish content on the blog, social media channels, other websites that are
open to general posts
2) Own the brand’s narrative
3) Create and maintain an editorial calendar and regular content campaigns
4) Update content on a regular basis to ensure data and links are up-to-date
5) Be responsible for competitor research
11. @RebekahDunne
#TalkAboutDigital
The top 20 responsibilities of a content
marketer
6) Manage the messaging on the company’s website as well as other copy that might
be necessary
7) Distribute content-related tasks within the main content team and across various
departments
8) Manage the content distribution process
9) Set up and manage asset planning, prioritising their distribution throughout
multiple projects
10) Get in touch with customers for case studies and use their insights for posts
12. @RebekahDunne
#TalkAboutDigital
The top 20 responsibilities of a content
marketer
11) Establish effective communication with clients and all partners
12) Ensure all team members get access to the information they need in a timely
manner
13) Bring multiple departments together to work on content
14) Conduct appropriate training for new writers, editors, collaborators
15) Evaluate content performance
16) Reach out to potential guest posters, partners, freelancers, websites for
collaboration
13. @RebekahDunne
#TalkAboutDigital
The top 20 responsibilities of a content
marketer
17) Ensure content adheres to the brand’s style guidelines
18) Test and measure new content strategies and opportunities
19) Share findings and performance with the rest of the marketing team
20) Manage the budget that’s distributed for the content process
Basically...
16. Some of the F.R.I.E.N.D.S I spoke to
@RebekahDunne
Chris Fairhurst
PPC Manager
Dignity Plc
Miracle
Inameti-
Archibong
Head of SEO
Eurodite
@mira_inam
Julia-Carolin
Zeng
Freelance SEO
consultant
#TalkAboutDigital
17. Some of the F.R.I.E.N.D.S I spoke to
@RebekahDunne
Amy Fowler
SEO Specialist
Sweet Digital
#TalkAboutDigital
Corina-Cristina
Calugaru
Head of Strategy
The Orange Notebook
Cleo Chaisty
PR Specialist
Sweet Digital
@cleo_fern
18. Some of the F.R.I.E.N.D.S I spoke to
@RebekahDunne
Wayne Barker
Online
Marketing
Consultant
Boom
#TalkAboutDigital
Laura Hogan
Agency Owner
Sweet Digital
61. @RebekahDunne
#TalkAboutDigital
● Including customer
experiences on your
site will give you
additional unique copy
● No two people will
generally not describe
things in the same way
● Review are another
way of getting UC on
the page
● Try not to put product
instructions in PDFs
Unique Copy
62. Don’t forget that
images, videos
and other visuals
are content too
@RebekahDunne
@RebekahDunne
#TalkAboutDigital
93. @RebekahDunne
#TalkAboutDigital
● Include directions
● Embed maps
● Office tours
● Images of inside and out
● FAQ schema / PAA
targeting
If you’re gonna do location-only pages:
● Links to services / products
● Utilise entities
● Localised numbers and
addresses
● Reference local team
members
You can’t have friends without every individual character. They are all essential. And the same is true of digital marketing.
Without each of these, our marketing efforts have an increased chance of failure.
All of these together add up to fantastic content that stands the test of time.
What people think when you say ‘content marketing’
What people think when you say ‘content marketing’
I saw this post when I was scrolling through LinkedIn
I saw this post when I was scrolling through LinkedIn
I saw this post when I was scrolling through LinkedIn
I saw this post when I was scrolling through LinkedIn
I saw this post when I was scrolling through LinkedIn
Content marketing is fluid. It should never stop.
I can offer advice but there is no set action-plan that guarantees results.
The term your UK audience use may not be what your international clients use. For example, one term in English may have multiple synonyms in French.
Don’t just translate your current meta descriptions and pages. Think about tone - an informal tone may be offensive to some whereas it is perfectly acceptable in others.
.And when he started a new job he was worried he wouldn’t be able to hold his audience’s attention, resulting in him speaking in an...interesting British accent. You don’t want to look that silly so it is important you do market research for every country you are hoping to advertise in.
The term your UK audience use may not be what your international clients use. For example, one term in English may have multiple synonyms in French.
Are there high-cost search terms that aren’t conversion focused? Is there a blog post or guide you can create that will lower the cost, educate users and move them further down the funnel
Save PPC budget - maybe free up some extra money for your department?
The term your UK audience use may not be what your international clients use. For example, one term in English may have multiple synonyms in French.
Because they can advertise them
Don’t be a Joey. Just like in PPC. If you are targeting PAA or FS or any search terms outside what is already being tracked, double check with the SEO team. There may be a reason why it hasn’t already been targeted or some other backstory
Writing separate articles that cover the same topics are an SEO problem and causes more work for the tech SEOs.
(i.e. best use of headers, links (and their anchor text)).
We can investigate why a piece of content/particular page isn't performing as well as we'd hope (or has seen a sudden drop in rankings) - i.e. when I did that for the UberKinky essential guides.
We can dig into data on old posts to figure out what should be culled and what's worth updating. Have you ever had what feels like thousands of checks to make? You go through phases of being super careful and then throwing caution to the wind. Getting someone to help and bounce ideas off can help keep balance and not make mistakes
The term your UK audience use may not be what your international clients use. For example, one term in English may have multiple synonyms in French.
Product pages are often the most overlooked pages on eCommerce sites even though they are huge commercial drivers. often ranks for long-tail keywords which usually have low search volume but high purchase intent).
Customer experience - especially if you are an affiliate site that legally has to display boilerplate copy from the manufacturer. And please stop putting product instructions in PDF’s you can have a link for people to download the content if they want to, put the copy on the page.
Think about whether we want to utilise social media and consider that in our writing
A view can sense a disconnected team from a mile off
Yours, your social team, the users
There is no point in sharing long-form content and posting in on social if it’s known that facebook members don’t respond well.
The more you can connect, engage and educate in a way that speaks to the audience, the more likely you are to push viewers down the user journey and improve stats
The more you can connect, engage and educate in a way that speaks to the audience, the more likely you are to push viewers down the user journey and improve stats
The more you can connect, engage and educate in a way that speaks to the audience, the more likely you are to push viewers down the user journey and improve stats
