A fairly new career in the marketing field.
What does that fancy title even mean?
It’s interesting to think about all the new jobs that have emerged over the years due to our ever-changing and growing digital lifestyle. Bloggers, App Developers, SEO Specialists, Content Leads and more! I know that when I first entered University, creating content was not what I was dreaming of doing for a living, nor did that position even exist! But today, the world thrives on content!
It’s a tough career to describe, as it is essentially a mixed bag of tricks!
Wikipedia says, “Content is something that is to be expressed through some medium, as speech, writing or any of various arts". Content can be delivered through many different media including the internet, cinema, television, radio, smartphones, audio CDs, books, e-books, magazines, and live events, such as speeches, conferences, and stage performances.
So basically, there are no limits or rules when it comes to content creating.
You’ll get to experience a little bit of everything in this role. For some of you that is super exciting, for others it can be a bit daunting. So, let’s take a deep dive into a day in the life of a Content Lead and see if this is something that tickles your fancy.
What do you do all day?
Sip coffee, type words and come up with lots of cool ideas. It’s a tough job, but somebody’s got to do it! But honestly, the Content Lead role will vary across every organization. What I do, may not be exactly what another company is expecting from a Content Lead. So, make sure to read the job role description before applying and ask questions in your interview to make sure you know what you’re diving into.
Copywriting
For the most part, Content Leads must have strong writing skills. Writing is a huge part of this job. Whether it’s writing radio scripts, video outlines, blogs like this, or fun tag lines to use in the next big campaign, you’ve got to know your way around the keyboard. If you think your copy skills could use some work, there are plenty of online classes and resources to help you with this. My best advice is to just start writing! Write every day. Start a journal, your own personal blog, start writing poetry or short stories. The sky’s the limit! Just like any skill in life, practice makes perfect!
Concepting
This is one of my favourite parts of the job! Do you like taking a blank canvas and starting something new? Creative concepting is exactly that. The client will give you their creative brief which will help keep you on track, and from there, you’ll make all the fun and crazy ideas in your head come to life.
If you want to learn more about creative concepting, here’s another blog I wrote on how to turn a blank page into a masterpiece.
Direction
You’ll spend time on the set of video and photoshoots to ensure your vision is coming to life.
I also work closely with our videographer and creative director, making sure the script and video outlines are obtainable before we head out the door to shoot. It’s important that the tone of voice you have envisioned for this piece is being portrayed, the shots you’d like to get don’t get missed, and the talent on set feels comfortable with the script and overall “feel” of what you want to accomplish. In most cases, you’ll act as the cheerleader and director on set.
Analytics
You may or may not have a role in measuring the analytics of how specific content is performing. If you are running a client’s social page, it’s likely that they are going to want to know if what you’ve been posting on their pages is working. Sounds like a reasonable ask!
Measuring insights, adjusting audiences, it’s a bit of a balancing act until you find the right flow. There’s also a chance that what you’re posting might not be resonating with your audience. If this is the case, it’s time to pivot! Do more research on what IS resonating with that audience and tweak your content where necessary. You’ll likely be the social media guru. People will want answers, so make sure you know what you’re talking about by studying the analytics carefully.
What kind of schooling do I need?
It’s important to know that no two journeys are the same. I always knew I wanted a job in marketing, as I had grown up with a father in the advertising business. I loved how he was doing something different every single day. Not stuck in a cubicle, punching numbers all day long. One day he’d be pitching ideas to clients, the next he’d be on the set of a photoshoot helping direct the talent. After work, we’d sit at the kitchen table, and I’d help (or like to think I helped) write jingles for the radio. It seemed like the coolest job in the world! This also pushed me to start learning how to work cameras and piece together photos and videos using a VCR at a young age. It was the only way I knew how to make my own little music videos and commercials. In the end, it paid off! Why? Because practice makes perfect.
I stumbled into a career in content marketing just as it was taking flight in 2016. A business was looking for someone who could work a camera, edit photos and videos, and knew their way around social media. Ding ding ding! I checked all the boxes. I should also mention that I had taken quite a few marketing classes in university that helped with the old resume as well.
Your journey will likely not look like mine, but here is my best advice if this sounds like a career you’d like to explore.
Online Resources
There are plenty of online classes and resources that can help jump start your career in content marketing. It’s good to have an idea of what skills you’d like to brush up on and then load up on information. Set aside a day or two each week, dedicated to self-training.
Maybe you’ll find a master class on social media that interests you, or a copywriting course taught by a world-renowned author. Whatever it may be, these will be great skills to have in your pocket as you head into the marketing world.
Practice Makes Perfect
As I mentioned earlier, the more your practice a skill, the better you will become at it.
Maybe you’re not completely comfortable with a camera yet. Get outside and start taking photos.
Find some video tutorials or take a community class. Start an Instagram page to show off your work and watch your audience grow!
College or University Classes
Going after a diploma or degree in Marketing can be a huge asset for you! It’s hard for me to sit here and say, you must have a degree to get a job in content marketing because that’s simply not true. You must be good at what you do and have the willingness to grow and learn. So, I’ll leave the ball in your court on this one. If you’re a newbie to all of this creative mumbo jumbo, a structured set of classes could be exactly what you need.
Would I be a good Content Lead?
Are you social media obsessed? Always on top of the latest trends and technologies? Are you bursting with creative ideas but just aren’t sure how to make them come to life? Then a content lead position could be the job you’ve been dreaming of.
Whether you’re acting as a one-man band or working with a team of creative professionals, the role of Content Lead is a growing occupation among businesses. Keep your eyes peeled for more types of jobs like this popping up in the future that allow you to be your creative self. You know what they say, “Find a job you love, and you’ll never work a day in your life.”
