Content marketing is the process of planning, producing and distributing content across owned properties, social channels and beyond. Content marketing is an increasingly important part of the marketing mix at all stages of the funnel. It encompasses a wide variety of formats, from whitepapers, to videos, infographics, blogs and much more. Content marketing works across both B2B and B2C brands.
Content marketing experts combine creativity with data to understand what content needs to be produced. They will mine search data, product reviews, reddit forums and other sources to figure out what content is likely to work for your brand and objectives. They will take data insights and use them as a springboard for creative content ideas that can live and breathe across the relevant channels for your audience. They will then oversee the production and distribution of that content as well as the reporting of its reach and success vs business objectives.
Content marketing experts on Traktion are assessed during a multi stage evaluation process. Each evaluation covers well over 100 questions, involves an in-person interview with an approved content marketing expert, as well as reference checks. During the 3 hour evaluation process we find out a lot of information which helps us determine if they are qualified enough to be a Traktion content marketing expert. In our evaluation we are looking to learn, amongst other things, what how they develop a content strategy, what types of clients they've worked well on, what verticals and channels they distribute on, as well as what results they have achieved.
Content marketing experts usually price themselves based on a day rate. The day rate will depend largely on their experience. They should be clear about what is included in costs in terms of production and distribution, not just strategy and planning.