Storytelling is central to companies that want to scale in today’s remote, online economy.
SaaS businesses, which compete in saturated markets, are taking up content marketing in droves.
So are other types of businesses.
Companies are vying to become thought leaders in their respective industries. And they’re doing that through content.
SaaS businesses that use content marketing saw 30% higher growth and 10% higher customer retention than those businesses that aren’t using content to scale, according to Inc42.
So, if you’re on the hunt for a content marketer to add to your team, here are the top 5 qualities to look for.
1. The Consummate Writer
Creating written content that engages and grows audiences is a key skill for a content marketer. This person should love writing for the masses. That means clear, concise writing that avoids jargon. Generally, marketers love to talk in jargon, but the content marketer needs to break that pattern.
A writer who can perform well under tight deadlines is important, too. If your content marketer has worked in a newsroom, they’ll excel at taking on deadlines.
“You can always teach a great writer to be a good marketer, but you can’t always teach a good marketer to be a great writer.” Marcus Sheridan, They Ask You Answer
2. An Excellent Editor
“To write is human, to edit is divine,” said horror author Stephen King. He’s right. Editing makes rough drafts shine. Content marketers should know how to edit down a deluge of text that may go over the reader’s head. They should have an eye for errors.
An error-laden long-form piece makes for a high bounce rate, and that’s the last thing you want as you scale with content.
3. An Amazing Interviewer
If you want to create quality content, you need to ask subject matter experts (SMEs) the right questions. This is important when you’re developing content around a product or service. Product managers and engineers house a lot of knowledge, but they might not be able to write about it in an engaging way. This is where the content marketer needs to put on their interviewing hat and get the bits of information that will make the content pop.
4. A Social Media User
Content marketers should know how social media channels benefit their brand. While some businesses may opt out of social media use, these businesses should be open to the possibility of social media. A great content marketer can show you how to leverage these channels to grow your brand.
5. Someone Who Loves Analytics
Content marketers who like to tell data-driven stories tend to do better in growing businesses. There are a number of tools out there that can support a content marketing strategy. Expect to see great results when a content marketer measures stories through various metrics.
I help companies grow by telling their stories.