The content marketing industry is one with many opportunities but also several challenges that can easily be navigated with the right skillset in your back pocket. With the right know-how, you can take your career as a copy editor to the next level and really make a difference with writing.
But, what if your skillset needs some work? Copy editing comprises many different skills that all work together to ensure the final product not only reaches the intended audience but resonates with them too. If you’d like tips on how to level up your content marketing skills and get ahead in the copy editing game, continue reading.
We’ve compiled a list of the most prominent content marketing skills you’ll need and how to get to work on improving yours
Know your stuff and prove it
The foundation of great content production is research – a widely known fact in the content marketing circles. But do you know how to check whether a writer has done proper research?
When it comes to research for content production, the aim of the game is to indicate expertise – of the writer as well as the brand they represent. To promote expertise, the writer needs to become an expert on the subject at hand and convey that expertise effectively to your audience and to the search engines listing you in their results.
Two important considerations from this – subject matter and audience. Level up your copy editing game by looking out for both of these when checking someone’s research. Did they find as much credible information about your topic as possible, consume as much of it as possible, and relay their newfound expertise in their writing with the appropriate sourcing best practices? But also consider the audience. Who will be reading this and why? Ensure your writer’s topic research aligns with your audience’s search intent for the best results.
Ask, “what is the point?”
While content production often boils down to quantity and consistency, your extensive content bank won’t get you far if it’s not aligned with goals that are trackable.
What are goals when it comes to content production? Well, there are many possibilities, each that depends on your specific brand, audience and subject. Where those three things meet, you’ll find your goal. For example, it might be to convince your audience to buy a specific product. Or, it could even be as simple as just proving your authority on a topic. Whatever the case may be, ensure that the content your writers produce works towards this goal from start to finish. And then, most importantly, measure your success against the goal. For sales goals, the measurement might be cart checkouts, whereas informative pieces might instead be measured on reach and time on site. You must be able to clearly define each piece’s goal and measure it.
Practice SEO best practices
Content marketing cannot operate in isolation. In reality, many disciplines are involved in ensuring great content is produced, published and discovered. An integral part of that is Search Engine Optimisation (SEO). Take a look at some of the most important SEO considerations for each content piece you check:
1. Longevity: ensure that the content created will stand the test of time. This means avoiding seasonal angles or any information or data that might become redundant in time. This is not always possible, but when not, you can always include “data updates to existing content” in your content production plan.
2. Keywords: after careful research into the keywords your content can rank for, ensure the writer used those keywords effectively in the content they produced. Be careful to check that they didn’t overuse them, though, as keyword stuffing will be penalised.
3. Authority: does the piece build your brand’s authority on a subject with detailed and well-researched content that’s correctly attributed? This not only signals that your content is credible but can also encourage favourable backlinks, which, in turn, build even more authority.
4. Consistency: ensure your content is posted frequently and consistently. This means planning ahead so that you know exactly what to produce and by when.
You can never know it all
As with many other industries and disciplines, things in the content marketing world are ever-changing. Not only do people and their needs change, but technical requirements also evolve over time.
The best way to ensure that your content production stays relevant and competitive is to remain abreast with the latest industry trends. This means reading content from big players in the game, subscribing to newsletters, following content marketers and copy editors on social media and even formally advancing your skills with a copy editing course from a reputable institution. This way, you can ensure that your content marketing skillset is never stuck in outdated practices.
While there are many more skills involved in excellent copy editing, advancing the ones above will set you up with a strong foundation you can build upon. We hope this helps you elevate your career and that you create engaging content suited to your audience and brand.
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