So You Want a Job in Content Marketing?

I met with two young interns in July who wanted to find out more about content marketing and what it means to be a writer in a corporate setting. I shared what I knew, answering their questions and giving them a tiny view into my daily process and interactions with my content team. And then I went home and realized their questions would make a pretty good blog post. I decided to jot down what I could recall from the interview in the hopes that it may help encourage others looking to enter the field.

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The 10 Essential Content Marketing Tools I Use Daily

This article was originally posted on Medium: 10 Essential Tools for a Content Marketer.

Update 2/5/2016: Over time, tools change. I revised 3 tools. Took out Haikudeck,  revised my start tab extension in Chrome, and revised my tab focus extension. All the rest stay the same.


As a content marketer, I’m on the computer all day doing one of three things: researching for an article, actually writing the article, or promoting past published articles. To accomplish these things, I have a set of tools I rely on.

So in response to Tobias van Schneider‘s “My Top 11 Essential Tools I Could Not Live Without,” here’s the list of the Mac and web apps I absolutely need in order to get my content marketing work done.

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Flipboard on a mobile phone

Using Flipboard as a Content Curation Tool

Let me start by saying I love Flipboard. There’s much to enjoy about it.

It’s a mobile app and web-based news curation platform that allows you to consume large streams of information really quickly. Even more, it gives you the ability to create your own magazines, if you so wish.

Content that you “flip” from across the web is automatically collated and displayed in magazine format that can be read in any browser or via mobile. And true to its name, part of the fun is flipping through the pages like a physical magazine. But before you jump onboard the curation train, you’ll need to strategize and consider several different ways you can organize content with Flipboard.

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Content Strategy Makes “Boring” Industries Come Alive

Content strategy is a hurdle that a lot of organizations struggle with. I’ve met with quite a few business owners who ask me: “But how much web content can we realistically create around our business? Our industry is pretty boring.” To which I answer:

“Look, your product solves a real problem. It may not be glamorous, but it sure isn’t boring to the people struggling with that pain.”

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Outsourcing Content isn’t Always Easier

A couple of clients have asked if it makes sense to outsource their copywriting, social media, blog posts and website content to an offshore provider, an online freelancer, or a college intern: “After all, they know how to post cool stuff on Facebook!”

I always tell them if you’re outsourcing because you think it’s cheaper or more convenient, it’s usually not.

If you’re outsourcing and expecting content that’s passionate and involved, you’ll rarely get it. And here’s why:

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4 Free Ways to Ask What Your Readers Want

Content which draws in prospects and turns them into leads is content which is user-centric. As all the social media experts and web 2.0 gurus remind us, it’s no longer about our company or our brand — it’s all about the end-user, our consumers, our target market. Which raises the question: how do you know what your end-users want? The simplest answer is: ask them. Here are four ways to gather feedback about what your readers want to see more of.
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Dear Management: Make Your Content Team More Strategic

Unless you hired fresh grads with no experience and no opinions, your content team has something more to contribute to the table than merely executing your overall plan. So if you want them to play a more strategic role in your communications scheme, and if you want to avoid the negative backlash that happens when you view content as a commodity, then I suggest the following steps:

  1. Allow them to massage your message
  2. Allow them to set the communication strategy

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