It’s a thrilling time to paintings in content material advertising, and the possibilities for making an impact in the area seem limitless.
Not handiest have an increasing number of manufacturers made content an important part of their advertising and marketing approach (and almost 50 percent of their finances!). Still, more and more roles are starting for awesome innovative and strategic talent. For the ones interested in moving away from other associated professions, including PR, conventional journalism, and copywriting, the newly created positions and ever-increasing salaries in the content may be a real incentive. As the founder of a content advertising employer, what I find so inspiring about those jobs is not the effective logo names or the perks that the businesses offer–however, as an alternative, the tremendous opportunities they present do something meaningful, creative industry-shaping each day at work.
Ready to freshen up your resume and flex your skillset? Here are 4 methods to make a massive professional trade–and a first-rate impact through content material. The Opportunity: Transform an Established Brand’s Strategy Are you passionate about the journey? A coveted function with the content advertising and marketing group at Marriott International offers a perfect opportunity to percentage excellent testimonies with an international audience. Earlier this yr I spoke with Scott Weisenthal, Marriott International’s Vice President of Creative and Content Marketing, approximately his group’s work. He revealed that storytelling is a middle part of the corporation’s content material advertising strategy.
Creative and customized content enables to reinforces Marriott’s courting with visitors. “You have to have that reference to them to turn guests into brand advocates,” Weisenthal stated. For example, Marriott’s documentary series storybook follows artists around the sector searching for proposals and highlights Marriott’s robust loyalty programs. The Opportunity: Build a Content Strategy from the Ground Up Direct-to-client (DTC) manufacturers are flourishing, and with greater than four hundred of them across nearly every customer class, it is a smart time to guide an up-and-coming DTC emblem’s content advertising and marketing efforts. For agencies presenting a brand new spin on the entirety, from electric-powered toothbrushes to razors to vitamins, there are limitless possibilities to set up relationships with clients and add price to their enjoyment by imparting them surely useful and relevant content material.
Because many of these businesses are growing swiftly and offer lots of innovative flexibility, they can trap away pinnacle skills from traditional guides to run their content divisions. One extraordinary instance: Betty Wong, one-time editor in chief of Fitness mag and Runner’s World, currently took the top content material spot on the oral care brand Quip. The Opportunity: Bring a Trendy Brand’s Message to New Audiences. Passionate approximate fitness? If you have ever been to a SoulCycle class, you understand that the emblem is a phenomenon within the enterprise. Now, it’s constructing a global-elegance media commercial enterprise to help preserve its momentum and the hyper-engaged network of riders who regularly engage with SoulCycle’s content material on social media.
The media crew grows content material across social, video, and even live reports, like concert events. And with top marketing and content material leadership from Mashable, Glamour, and Vox, the brand is largely investing in content material advertising tasks. But SoulCycle isn’t the only health brand focusing on content material advertising. Peloton, a business enterprise recognized for its at-domestic workout imparting and subscriptions for stay classes, hired a Chief Content Officer tasked with putting the strategy for all content advertising throughout the enterprise. By giving content material marketing a committed voice within the C-Suite, Peloton is leading different health brands to devote more resources to content material and target market engagement across a couple of platforms.
The Opportunity: Fuel a Mission-Driven Brand’s Story
Suppose you like the extraordinary outside and need to think out of doors the field on the subject of content material advertising and marketing; appearance is no further than a function at the marketing team at REI. The popular doors gear emblem is leading its class with creative content advertising and marketing. Take the employer’s #OptOutside campaign, for example. As a part of the award-winning campaign, REI closed its stores on Black Friday and advocated for customers to spend time enjoying outside sports with cherished ones. (REI’s Director of Content and Media has even been named the 2017 Content Marketer of the Year by the Content Marketing Institute for his paintings on the campaign!) REI also creates innovative content material throughout the video, brief films, or even podcasts to connect to customers in new approaches. Through their paintings, entrepreneurs on the business enterprise have a chance to sell messaging around sustainability, activism, and well-being.