How to hire a content professional » Portal Insights

A content professional does much more than write good texts: he is the one who will bring your company closer to the public, by capturing their attention. From there, with a good marketing funnel strategy, it is possible to achieve loyalty and conversion!

Inbound Marketing, among its strategies, has the content professional as a key player to produce materials capable of really attracting an audience. Good publications need to be created by people who understand this attraction cycle and who also have technical knowledge. This employee must understand how your content needs to be positioned on the web.

For companies, counting on someone with this ability means having the guarantee that their brand will be exposed in the appropriate way. More than just a space on the web, quality content is capable of attracting the attention of a qualified audience, that is, people who are genuinely interested in what is being sold.

In this post, you will better understand the role of the content professional and what details a company should pay attention to before hiring you. Check out!

What is the role of a content professional in a company?

Content Marketing is nothing new for companies exploring Digital Marketing in search of conversion opportunities. More than simply selling, these contents are capable of strengthen relationships with the public, strengthen the company's image and generate good leads to be worked on. In this sense, the appropriate professional must be prioritized to guarantee quality.

In Brazil alone, 67.3% of companies have already adopted Content Marketing as a strategy, but it is not known which of them really follow good ideas. Content specialists are, first and foremost, collaborators trained to create materials that deliver value to your readers. After all, what would be the point of having a considerable volume of posts if they are not interesting or attract attention?

It is not enough to generate a good article or produce a video to complement this content, you need to understand how this material will be inserted within an audience capture strategy. Sometimes, it is precisely this depth that is lacking in companies that work with content.

The strategic planning role of the professional

Before content is even produced, there is a lot to consider before arriving at the idea that a certain topic is interesting. It is important not only to produce a good post or ebook, but to understand how this content will reach those who consume it. Because of this, it is essential to plan a editorial calendarwhich will be used to distribute the delivery of posts throughout the year.

Thus, the company guarantees a continuous strategy, that is, in which the public will always be supplied with new content throughout the period, something that is fundamental. One very large spacing between one post or another you can simply hinder engagementcausing the company to fall into oblivion.

Content Marketing values ​​the attraction funnel strategy, with the production of articles that communicate with people who are at different stages. At first, they are just interested in the subject in question, but as they go through the stages, the The tendency is for them to be ready to buythat is, they can consume more direct content and talk about the product.

Planning to structure a post delivery order is essential to guarantee the construction of this path of leading lead to conversion. Because of this, the content professional is indispensable, as he understands the importance of delivering materials within a solid and broad strategy.

The production of impactful content

A company that works with Content Marketing cannot give up on someone who is an expert in producing texts that will really win over the public. The first point is precisely the positioning with the aim of attracting. Inbound has very specific characteristics that are based on a presentation that is impactful the first time.

When viewing the title of content, this potential lead needs to feel attracted to consume that offer. Because of this, professionals in the field know how to be attractive, such as when using lists as a solution to a question, for example: “Find out which are the 5 best running shoes at the moment”.

If the content is aimed at an audience that practices outdoor activities, the opportunity to have this knowledge It's almost essential! It is precisely this feeling of consuming content rich in knowledge and that will offer some value which makes the post attractive. Only someone with solid knowledge in Content Marketing can achieve this!

What to consider when looking for this professional?

Counting on a content professional is what many companies seek to have an effective strategy capable of meeting their objectives, whether in terms of brand exposure or increased sales.

However, to have someone truly qualified to meet the demands, it is necessary to carry out a selection guided by some parameters and qualifications. Next, see what to consider when selecting this employee!

Content portfolio

Every content professional needs to have a good portfolio with the content you have already produced, even though he works as a ghostwriter, that is, he does not sign the texts. Even though his work is broad and he is competent, without a collection of his works it is more difficult to prove this qualification. Therefore, the company must demand to check its previous productions.

The ideal is to observe a rich portfolio of different themes, as this helps to understand how this professional behaves when faced with different subjects and whether the quality of production changes given this variation. This makes all the difference in your suitability for the company’s segment and, mainly, the need to comply with an extensive editorial calendar that is part of a strategy.

Technical knowledge in SEO

More than producing good content, position it prominently on the web It is essential to attract more people interested in what the company offers. To achieve this, SEO techniques must always be a priority in producing good text. No matter how interesting it is and written with quality, if it is not suitable for search standards, it will not have the desired visibility.

It is up to companies to understand the level of knowledge that this content professional has in relation to the basic SEO parameters that their productions need to have. Therefore, it is essential to require collaborators who already have experience in the subject and who know how to position their posts to be more easily found on search engines such as Google.

Experience in Marketing

Knowledge in Marketing is, naturally, one of the most basic requirements that these professionals need to present. The reason is simple: it is necessary understand the company in its market and what strategies are necessary for it to know how to position itself. Content creation must be based on this knowledge, which is why the professional needs to have extensive knowledge.

Marketing knowledge allows a clear and in-depth understanding of some fundamental bases for content production, such as:

• understanding the target audience;
• language and tone used in content;
• understanding which subjects are relevant;
• understanding the interests of the target audience;
• perception of the company's positioning in the market.

Impeccable and versatile writing

More technical issues also have great value for a content professional, that is, they also need to be observed carefully by the company that is looking for this talent. One good writing It is essential in any segment, but if we are talking about content production, this is a priority qualification that cannot be denied.

In addition to this broader knowledge of grammar and spelling, a good writer must also be ready to produce content from different perspectives. Each company has a specific tone, something that is influenced by its persona, that is, who will consume that content. The more versatile the professional is, the more he will know how to adapt to different types of requirements.

Mastery of web writing standards

A good writer of scientific articles is certainly someone ready to dedicate themselves to complex and deeper texts. It is undeniable that this person has a talent with words and knows how to construct ideas, but, When we talk about the internet, the type of writing is completely different. Having this understanding is crucial for companies to find the right professional for the demand.

Writing for the web needs to be more direct, with more flexible and pleasant language. Furthermore, the construction of content must respect some aesthetic parameters, which impact the acceptance of the content, such as scannability. All these requirements are made with the internet user in mind, who is the one who will read based on certain habits they already have when consuming content.

Market certifications

Good certifications are always an indication that someone prepared themselves in the most appropriate ways. Although they are not everything, they help to understand from what parameters these content professionals began to produce. Today, it is possible to find several free certifications on the web and that really deliver the basics to start writing for the internet.

The more certifications the professional has, the better! This is a guarantee that, at least in theory, he knows well the details involved in production, whether in planning or in the execution itself. The evaluation of these certifications together with the portfolio ensures that we have the complete view of training of that person to occupy the position in the company.

A content professional needs to have experience, be versatile in production and, above all, understand the strategic work behind the final product. This ensures that it will work accurately in delivering materials capable of capturing an audience and guiding these people through the marketing funnel.

Speaking of your marketing team, do you know if yours is at an early stage, growing or established? Understand more about these 3 stages in this content!

Content produced by Rock Content.