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Here’s why hiring a content marketer is so hard: For content marketing to be effective for a company, a content marketer needs to get a lot of things right. They need to be able to produce articles on topics that will attract your target customer, they need to be able to drive the right traffic to the content your produce, and they need to be able to convert that traffic into customers. On top of that, you need someone who understands SEO and how to drive long term organic traffic, someone who can look inside analytics and make sense of what’s going on, report results to your management team, and manage a team of writers. So at the end of the day, you’re essentially looking for a unicorn.

  • MS

    Mike Sonders

    7 days ago #

    Oh, man, @benjihyam, I saw that first Venn diagram in the post and was so disappointed. *Where's the part about having a deep understanding of the target customer?*

    But then I kept reading and OF COURSE you addressed that necessary skill/quality. It would have been incredibly un-Grow&Convert if you hadn't. :)

    Anyway, love the fresh, informed, and actionable perspective, as always. Especially liked the tip to look to AngelList for recruiting.

    • BH

      Benji Hyam

      7 days ago #

      Haha yeah customer research didn't make it in the venn diagram, but first and foremost, the person needs to be a great marketer. User research is part of (or should be part of) a great marketer's skillset. It would've been incredible un-G&C of us if we hadn't mentioned that.

      AngelList has been my hiring secret for years!

      • EP

        Edward P

        7 days ago #

        Second that Benji! AngelList has been my job search secret and now is a hiring secret as well!

  • SB

    Siddharth Bharath

    6 days ago #

    You guys nailed it with this one. I don't think many companies realize what skills a content marketer needs to have. They look for a writer to create content but they forget the second half of the phrase - the marketing!

  • AS

    AJ Segal

    7 days ago #

    Well, it is true that content marketing is linked to SEO, but a content marketer could receive guidelines based on preliminary market research done by the SEO team, to be honest.

    I mean, most SEO people aren't that savvy with creating amazing content, and most content creators aren't that savvy about SEO either - it's a vicious cycle.

    I also don't believe you can standardize content marketers with a test, as tests are relevant for current technology limits only and do not really adhere to further learning, which is achieved by trial and error.

    • BH

      Benji Hyam

      7 days ago #

      Did you read the article?

      I never said you can standardize content marketers with a test. I said you can use a questionnaire to help you filter which candidates are best.

      And I’m not sure what you mean with the first two paragraphs or how it relates to the article.

  • TC

    Tad Chef

    2 days ago #

    Whoa. I didn't even know I'm such a unicorn.

    To me content creation, SEO, working with other writers and looking up analytics has been daily business since at least 2007.

    I didn't think this is such an exceptional combination.

    When I started out on the Web you also needed to be a web developer to publish content. Thus I can also code JavaScript etc.

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