“Marketing is no longer about the stuff that you make, but about the stories you tell.” — Seth Godin.

Content marketing is about understanding people—what makes them click, share, or buy. It is a mix of logic and emotion, and finding the right balance is exciting and challenging. The real skill lies in creating content that speaks to your audience’s rational and emotional sides.

Think of content marketing like dating. If you talk about yourself the whole time, people lose interest. But if you listen, tell great stories, make them laugh (among other things), and show you understand them, they stick around—and maybe even commit.

With over eight years of experience, I have helped brands get millions of views, build strong online reputations, and increase sales. I have worked in search engine optimization (SEO), social media, and website marketing, creating content that gets noticed and converts the right audience into paying customers—all without a marketing degree.

So, you want to be a successful content marketer? This guide will show you why it is a great career, the skills you need, and how to get started—even without experience.

What is Content Marketing?

Imagine you want to buy a new phone but aren’t sure which one to choose. You search online for a blog post comparing different models, explaining their features, and suggesting the best option for your budget. That article helps you decide; when you are ready to buy, you are more likely to trust the website where you got the information.

That is content marketing in action.

Instead of just pushing ads, businesses use helpful content—like blog posts, videos, and social media tips—to answer questions, solve problems, and build trust. A shipping company like Heroshe might write about the best resources to grow a business reliant on importation, while a fashion brand may share styling tips. By providing value first, businesses attract the right customers and turn them into loyal buyers.

A great example of content marketing in Nigeria is PiggyVest. The fintech company consistently shares blog posts, social media content, and videos that educate people about saving, investing, and managing money. By providing valuable financial tips, they build trust with their audience, making people more likely to use their platform to grow their savings.

Content marketing works because people prefer to learn about a company through content rather than ads. According to Marketing research, 70% of people would rather read an article or watch a video about a brand than see an advertisement. When businesses share helpful content, they attract attention, build trust, and inspire action.

Why Consider a Career in Content Marketing?

Before we explore how to become a content marketer, let us discuss why this career path is worth considering. Over the past decade, the demand for content has skyrocketed, fueled by the widespread use of smartphones, social media, and shifting digital consumption habits—accelerated further by the COVID-19 pandemic. As people engage with digital content more than ever, businesses need skilled content marketers to create, distribute, and optimize high-value content that attracts and retains audiences.

The job market reflects this growing demand. According to LinkedIn Fall Marketing Jobs Outlook, marketing job postings increased by 76% in 2024, making it one of the fastest-growing fields. A 2020 report from the World Economic Forum also identified sales, marketing, and content as the second-largest job growth sector, just behind healthcare. This translates into strong job security and career longevity for content marketers.

Financially, content marketing is also an attractive profession. According to Superpath’s 2025 salary report, the average content marketer earns $111,891 annually, including full-time and freelance income. While this figure saw only a 0.48% increase from the previous year—the smallest recorded in the report’s history—it is still more than the U.S. median income of $67,521. Of course, as someone who somehow missed the memo on these salaries, I can only assume there is a secret handshake I haven’t learned yet. Make una show me road abeg!

What Does A Content Marketer Do?

A content marketer has a unique blend of creativity and strategy. It is about telling compelling stories that help businesses connect with their audience while using data and technical skills to ensure that content reaches the right people. While specific tasks may vary depending on the company or industry, content marketing typically involves four key areas:

Writing and Editing
I won’t mince words. To be a content marketer, you have to like writing. Content marketers create blog posts, case studies, email campaigns, video scripts, eBooks, and more to inform, engage, and persuade an audience.

But good writing isn’t just about putting words together. Content marketers also need strong editing skills to refine their work, ensure clarity, and maintain a consistent brand voice. You should also understand how to optimize content for search engines (SEO) by incorporating keywords, structuring articles properly, and making content easily discoverable online.

Research
A great content marketer doesn’t need to be an expert in every industry—you should be great at research. Whether writing about technology, healthcare, or finance, content marketers gather and analyze information from credible sources, conduct interviews, and stay updated on industry trends.

Research also includes understanding the target audience. Content marketers study their audience’s pain points, interests, and online behavior to create content that resonates with them. This research-driven approach ensures that every piece of content is relevant and valuable.

Promotion and Outreach
“Content is King. Promotion is Queen,” Bob Mayer.

You can create the best content in the world, but it won’t make an impact if no one sees it. That is why promotion and outreach matter just as much as creation. Would you open a new store and hope people find it? Or would you put up signs, run ads, and tell everyone about it? Your content needs the same effort.

Share it on social media. Send it to your email list. Reach out to others who might find it valuable. The more you promote, the more people you reach—and that’s how your content drives results. A content marketer will distribute and promote their work through various channels, including:

• Social media (LinkedIn, X, Instagram, etc.)
• Email marketing (newsletters and automated email sequences)
• Collaborations (guest blogging, influencer partnerships)
• Paid ads (Google Ads, Facebook Ads)

Analytics and Optimization
Content marketing involves creating new content and improving what already exists. That is why you can’t just hit publish and move on. Your job starts when the content goes live. You need to track how it performs. Are people reading it? Are they taking action? If not, why? That is where analytics come in. By paying attention to the data, you can see what’s working, what is falling flat, and what needs tweaking.

Maybe your headline isn’t grabbing attention. Maybe your CTA is buried. Or perhaps a tiny SEO adjustment could bring in way more traffic. Optimization is how you turn good content into great content that drives results. So don’t just create. Improve. Test. Refine. That is what separates an average content marketer from a great one.

Content marketers use tools like Google Analytics, Google Search Console, social media insights, and SEO tools to track performance. By analyzing the data, they can identify what’s working and what’s not to make informed adjustments to improve results.

Additional Skills That Help (But Aren’t Required)

While writing, research, promotion, and analytics form the foundation of content marketing, some technical skills can give you an edge:

• Search Engine Optimization (SEO): Understanding how Google ranks content can help your articles appear higher in search results.
• Basic Design: Knowing how to create simple graphics or edit images can enhance content.
• HTML/CSS: Some content marketers work with websites, and basic coding skills can be helpful.

The Heart of Content Marketing: Storytelling

At its core, content marketing is about storytelling. Whether it is a blog post, a social media update, or a video script, content marketers craft narratives that educate, inspire, and persuade. They combine research, creativity, and data-driven insights to create content that attracts attention and drives action.

Content marketing could be your perfect career if you love writing, enjoy learning new things, and want to help brands communicate effectively.

Tips for Pursuing a Successful Career in Content Marketing

Now that you understand the basics of content marketing, here are seven valuable tips—drawn from my experience and insights from other professionals—on building a successful career in this field, even without a marketing background.

Become a “Permission-less Apprentice”

A permission-less apprentice doesn’t wait for formal titles or instructions to take on new challenges. Instead of waiting for permission, they actively seek opportunities to learn, contribute, and expand their skill set. This mindset accelerates growth and helps you stand out in any role.

When I joined Heroshe, I was hired as a writer, but I didn’t limit myself to that role. I took on social media management, data analysis, and SEO. I even ran Google and Facebook ads. I also wrote lines of code to enhance the blog’s design and improve user experience. The website had around 15,000 monthly visitors when I joined, with organic traffic contributing just 3%. One year later, we had grown to 89.6k visitors, with organic traffic making up 28%. Because of this proactive approach, I didn’t just stay a content marketing specialist—I led the content marketing team.

Master the Fundamentals of SEO

Content marketing and SEO go hand in hand. Early in my career at Heroshe, I noticed that while we had solid content, we weren’t ranking for enough relevant keywords. In October 2023, Heroshe ranked for just 2,410 keywords, with only 122 in the top 10. This meant we were missing out on a massive opportunity to attract organic traffic, relying heavily on paid ads and direct visits instead. I knew that to create long-term, sustainable growth, we needed to attract the right audience organically. That was when I decided to dive deep into SEO, learning keyword research, on-page optimization, and content structuring to improve rankings. I took courses on CXL, Udemy, and Backlinko, among others, to refine my skills and apply best practices.

I didn’t just read about SEO—I tested everything. I optimized existing content, reworked meta descriptions, improved internal linking, and experimented with different keyword placements. The results spoke for themselves. By October 2024, we ranked for 8,276 keywords, with 857 in the top 10. This massive increase in visibility led to a significant boost in organic traffic and conversions. This experience proved that mastering SEO is a game-changer for any content marketer.

Learn to Analyze Data and Adapt

Writing great content is just one part of the job—understanding its impact is another. At Heroshe, I quickly realized that not all content drives results. Some blog posts ranked well but had a high bounce rate, while others had decent engagement but didn’t lead to conversions. Instead of guessing what worked, I started analyzing data. I tracked page views, time on page, and conversion rates to identify patterns. This helped me see which topics resonated with our audience and which needed improvement.

I saw this play out firsthand with Teejay, who joined my team as an excellent SEO writer but didn’t fully grasp the role of data in content marketing. She started seeing the bigger picture after a few crash courses and hands-on experiments. She noticed that listicles and how-to guides consistently outperformed generic blog posts in rankings and engagement. With this insight, she refined her approach, creating content that attracted readers and drove action. She has since gone on to do even more fantastic work at Fullgap, proving that the ability to analyze data and adapt separates good content marketers from great ones.

Develop a Growth Mindset

When I joined Heroshe, there was no playbook for content marketing—I had to figure things out as I went. Instead of waiting for guidance, I took the initiative to learn. I consumed books, online courses, and case studies on content marketing, SEO, and social media. I tested different formats, experimented with ad creatives, and continually refined our messaging. This self-driven approach allowed me to stay ahead of industry trends and continuously improve my skills.

One of my biggest lessons was that failure is part of growth. Not every content idea worked, and some campaigns flopped. But instead of seeing them as setbacks, I treated them as learning experiences. Each failed experiment taught me what to avoid and how to optimize future efforts. Over time, this mindset helped me grow from a content marketing specialist into a team lead, proving that adaptability and continuous learning are crucial in this field.

Demonstrate Internal Motivation

Companies want driven employees, but motivation isn’t something you can claim—you have to show it through your actions. Nick Moore from Superpath explains this well:

“Companies want to see motivation, but it’s hard to show. Some cover letter advice will tell you to demonstrate your desire to work for the company you’re applying to. It’s more important to demonstrate an internal motivation that carries you from your origins to that company—and beyond.”

This kind of motivation is about having a personal mission that drives you forward no matter where you are. Employers want to see that even when challenges arise, you will push through—not because someone is watching, but because the work aligns with something deeper within you.

For me, that motivation has always been helping businesses and brands scale. Content marketing became a vehicle for that, but the desire to make an impact existed long before I discovered this field. This mindset kept me learning beyond my job description, taking on SEO, data analysis, and social media, and ultimately leading a team. It led me to see challenges not as roadblocks but as opportunities to grow. 

Build a Personal Brand

For a long time, I thought my work alone would be enough to get noticed. But I soon realized that visibility matters. The best content marketers don’t just create great content for brands—they also build their brand. So, I started sharing what I knew on LinkedIn, Twitter, and other platforms. I wrote about content marketing strategies, SEO wins, and lessons I had learned. At first, barely anyone engaged with my posts, but I kept going.

Over time, things changed. People started noticing, engaging with my content, and reaching out. My posts led to conversations, networking opportunities, and even consulting gigs. Thanks to this, I’ve worked with AXA Mansard, Flowmono, and earned a spot at the best leadership academy in Nigeria. Content marketing is all about storytelling, and by telling my own story, I built credibility and unlocked opportunities I never expected. If you want to grow in this field, don’t just market for others—market yourself too.

Take the initiative and Experiment

When I joined Heroshe, I wasn’t hired to manage social media, run ads, or write code—but I did. I saw gaps in different areas and took the initiative to fill them. I managed our social media, analyzed data to improve decision-making, and ran Google and Facebook ads. At one point, I taught myself basic coding to enhance the visual appeal of our blog. These were not part of my job description, but stepping up would help the business grow and position me for more responsibilities.

Not every experiment worked, but the successful ones made a huge impact. Our organic traffic grew because I took the initiative to optimize our blog. Because I tested different ad strategies, we improved conversion rates. This proactive approach didn’t just help Heroshe—it helped me advance in my career. In content marketing, the most successful people don’t wait for permission. They take action, test ideas, and create opportunities for themselves.

Conclusion

Content marketing is more than just writing—it is about strategy, creativity, and understanding people. It is about telling the correct stories, optimizing for search, promoting effectively, and using data to improve. Whether you are just starting or looking to grow in the field, the key is staying curious, experimenting, and adapting.

The demand for skilled content marketers continues to rise, making it a rewarding career with strong growth potential. Content marketing offers endless opportunities to make an impact if you enjoy writing, learning, and solving problems. So take the first step, start creating, and refine your craft. The best way to understand content marketing is to do it.

Want to connect and discuss content marketing? Let us connect on LinkedIn.