February 10, 2020 |

Whose role is it anyway?

Whose role is it anyway?

What’s the difference between a content marketer and content creator? Or a content strategist and a digital strategist? And where exactly does a copywriter fit in? With marketing jobs expected to increase by 8% in 2028, according to the Bureau of Labor Statistics, more and more titles are springing up to delineate the different functions within the marketing communications department. 

For many of them, writing is a core skill. In fact, one report by TEKsystems revealed that “content creation is the third most valuable marketing skill in the workforce.” If you’re a writer or looking to hire one in the context of marketing communications, it’s good to know the differences among these positions.  

Let’s break down what each of these means…

Content Creator

A content creator is focused on tactics and output. Their medium: anything. Because content can come in various forms—videos, blog posts, photos, graphics, whitepapers, etc.—content creators, therefore, have to be versatile with a range of creative skills, not just writing. Their role involves research, production, and sometimes measurement, and would usually work under a strategist or marketing manager to provide creative direction. 

Copywriter

Despite marketing’s evolution over the years, the fundamental role of the copywriter has remained constant: to write things that drive the brand’s mission forward. Whereas copywriters of the past were focused more on advertising content, today’s copywriters produce text across online and offline platforms, writing everything from video scripts to social media posts, and website copy to annual reports. A copywriter would usually work in tandem with content creators or a…

Content Strategist

A content strategist takes the role of content creator one step further to look at the strategic consequences of various content. This person is more analytical than creative, thinking about how different pieces of content move people along in their customer journey. They are in charge of strategic planning, channel selection, distribution, and analytics—with a heavy focus on conversion and measuring the effectiveness of pieces of content in achieving strategic objectives.  

Digital Strategist 

A digital strategist works on the technical side content creation and management. This role is data-heavy, focusing on analytics to drive strategy. Digital strategists look beyond just the content’s performance and study the audience, distribution channels, conversion funnels, and lead campaigns. A digital strategist sometimes produces content, but that’s not their main role. 

Digital Marketer

The role of a digital marketer becomes broader by the minute, as new technologies and tactics emerge in the industry. The digital marketer is charged with overseeing the entire marketing process that takes place online and matching that to business goals. They’re usually not the ones to create the marketing content, rather they identify what types of content and what activities need to be executed to attract and retain the target audience. Generally, all of the other content-based roles would report to this person.

Content Marketer

A content marketer has a holistic view of the marketing process, like the digital marketer, but is specifically interested in matching content (website, videos, blogs/articles, whitepapers, graphics, etc.) to business goals. This person is involved in content creation, strategy, and measurement from a managerial standpoint, making sure all output is aligned with the overall business and brand strategy.

All of the above roles are vital to marketing success. But what’s most important, regardless of what hat you wear, is having an understanding of how the roles work together to drive an organization forward. 

Credits: Alexis Anthony, writer; Gerd Altmann via Pixabay, image.

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