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How to Transition into Content Marketing | Insights & Advice from an Expert

Dorcas Kpabitey
11–16 minutes
How to Transition into Content Marketing | Insights & Advice from an Expert

You’ve heard about content marketing. It sounds interesting, and now you’re curious. You want to understand the field before deciding whether to transition into it. If that’s you, you’re in the right place.

Content marketing helps businesses attract, engage, and retain customers through valuable, relevant content. As companies increasingly use content to build brand awareness and drive sales, the demand for skilled content marketers continues to grow.

This guide will help you understand what content marketing is, what content marketers do, and how you can transition into the field. You’ll also find useful resources to kick-start your journey.

Understanding the Basics

What is Content Marketing?

Content marketing is the process of creating and distributing valuable, relevant, and consistent content to attract and retain a target audience. The goal is to build trust, guide potential buyers, and ultimately drive profitable customer actions.

“Content marketing is basically giving educational or inspiring information to people to help them when they are trying to make a buying decision—or even before they start considering a purchase. The goal is to position the company you work with as the preferred choice when your target audience is ready to buy.” – Stella Inabo , Content Marketer, Float.com

An essential psychological concept in content marketing is the reciprocity principle, which suggests that when people receive something of value, they feel inclined to return the favour.

Businesses apply this principle by offering free, valuable content, such as blog posts, videos, and guides, without immediately asking for anything in return. Over time, this builds goodwill and trust with the audience.

Then, when the time comes to ask for an action, like subscribing to a newsletter or making a purchase, consumers are more likely to respond positively because they have already received value upfront.

Content Creation vs Content Marketing. What’s the Difference?

Creating content doesn’t automatically make you a content marketer. While content creators focus on producing engaging content—such as videos, blog posts, or social media posts—content marketers take it a step further by ensuring that content is strategically planned, distributed, and optimised to meet business goals.

One major difference is distribution and measurement. A content marketer doesn’t just create; they ensure that content reaches the right audience, through the right channels, at the right time.

Another key distinction is the connection to business objectives. While content creators may focus on engagement and storytelling, content marketers align content with business goals like lead generation, customer retention, and revenue growth.

This means as a content marketer (or aspiring one), you need to think beyond content creation and develop skills in:

“Some people are great content creators but may not be great content marketers because they don’t connect content to business goals. If you’re great at making Reels, can you tie those Reels to generating sales? If you can learn how to do that, you’ll be a very successful content marketer.” – Stella Inabo, Content Marketer @ Float.

Day in the Life of a Content Marketer: What Do Content Marketers Do?

Content marketing is a broad and dynamic field, meaning no two days look exactly the same. However, most content marketers engage in a mix of strategic planning, content creation, and cross-functional collaboration to ensure their work aligns with business goals and resonates with the target audience.

Daily Tasks and Responsibilities

1. Strategy Development: Planning content initiatives that align with business goals. This involves:

2. Content Creation: Writing engaging, high-quality content is at the heart of content marketing. Depending on the company’s needs, this can include:

“Content marketing is a lot of thinking, a lot of writing, but also a lot of fun. Some companies are very structured, but at my job, if I have an idea that aligns with the brand and goals, I get to run with it.” – Stella Inabo, Content Marketer @ Foat

3. Collaboration: Working closely with multiple teams to ensure your messaging is consistent and impactful. This collaboration often includes:

Stella describes her typical day:

“A normal workday for me starts with checking my tasks and figuring out how to get information to people—whether that’s through LinkedIn posts, blog articles, or video content. Some days, I focus on writing. Other days, I meet with sales, customer support, or the product team to figure out how I can support them with content. For example, when a new product feature is launched, my job is to create content that helps users understand and adopt it.”

💡 If you enjoy strategising how to reach people, collaborating with teams, and using creativity to drive business goals, content marketing might be a great career choice.

How to Transition into Content Marketing

Content marketing is a dynamic and flexible field that welcomes professionals from diverse backgrounds. There isn’t a single rigid path into content marketing. People enter from various disciplines, including journalism, creative writing, business, law, engineering, and more.

The key is being able to communicate effectively, create engaging content, and align that content with business goals.

Different Entry Points into Content Marketing

Since content marketing is still a relatively young industry, there’s no strict requirement for specific degrees or certifications. Instead, companies look for people who can create valuable content and contribute to business goals.

Here are 5 ways to break into content marketing:

1. Start with Writing: Writing is the foundation of content marketing. Even if your focus is on video, social media, or visual content, writing skills are crucial for structuring ideas, crafting scripts, and communicating effectively.

2. Freelancing and Blogging: Many content marketers start by writing on platforms like Medium, LinkedIn, or personal blogs. Creating industry-specific content can help establish expertise and attract job opportunities.

3. Content Agencies and In-House Roles: Working at a content agency can provide exposure to different clients and industries, while in-house roles allow for deeper involvement in a company’s marketing strategy.

4. Leverage Domain Knowledge: If you have a background in a specific field (e.g., law, engineering, healthcare), you can use that expertise to create specialised content for tech companies serving that industry.

5. Take Courses and Certifications: While a degree isn’t necessary, courses in content marketing, SEO, and storytelling can provide foundational knowledge and help build credibility.

For a detailed step-by-step guide on how to transition careers, read this →

6 Tips for Aspiring Content Marketers

1. Develop strong writing skills: Even if you don’t focus solely on blog posts, clear and persuasive writing is essential across content formats.

2. Build a portfolio: A portfolio showcasing blog posts, case studies, social media content, or video scripts demonstrates your ability to create impactful content. If you’re starting out, write about an industry that interests you and publish samples on LinkedIn, Medium, or a personal website.

3. Understand content strategy: Learn how content contributes to business goals. Understand metrics like engagement, conversions, and brand awareness.

4. Join content communities and network: Engaging with content experts and peers, as well as conducting informational interviews, can help you learn more about the field. Additionally, many job opportunities in content marketing come through referrals in industry communities rather than traditional job boards.

5. Stay updated and adapt: The tech industry evolves rapidly. Keeping up with trends, AI advancements, and content marketing strategies will help you stay competitive.

6. Build Relationships: Whether it’s mentors, peers, or industry leaders, growing your network will open up opportunities over time.

Key Performance Indicators in Content Marketing

+ How to Demonstrate Your Knowledge of Them When Applying for Jobs

When working in content marketing, it’s crucial to understand and track key performance indicators (KPIs) that demonstrate the impact of your work. While these KPIs vary by company and industry, some of the most common ones include:

1. Lead Generation: Attracting potential customers through content. This can be broken down into:

2. Customer Retention & Satisfaction: Content plays a role in keeping customers engaged and satisfied. Examples include:

3. Brand Awareness & Thought Leadership: Ensuring the brand is recognised as an authority in its industry through:

How to Demonstrate KPI Knowledge When Pivoting to Content Marketing

When applying for content marketing jobs or preparing for interviews, it’s essential to showcase your understanding of KPIs. Many hiring managers want to know how your work can contribute to business growth. Here’s how you can effectively demonstrate your knowledge:

1. Tailor your resume to the job description: Companies prioritize different KPIs based on their goals, so ensure your resume highlights the metrics that matter most to the role. Focus on the business impact of your content by aligning your experience with the KPIs mentioned in the job description.

This not only shows your understanding of KPIs but also makes your application more compelling.

2. Discuss how your content drives business goals: During interviews, instead of just talking about creating content, explain how it aligns with company objectives like generating leads, increasing customer retention, or boosting brand visibility.

You can mention strategies you’ve used or studied to achieve measurable results, such as optimising content for search engines (SEO) or creating customer-focused resources.

3. Showcase data-driven thinking: Be prepared to talk about how you measure success using tools like Google Analytics, social media insights, or CRM data.

If you’re new to the field, study how businesses track MQLs, SQLs, engagement metrics, and conversion rates.

4. Use real or hypothetical examples: If you have prior experience, share examples of how your content helped achieve specific company goals.

If you’re new, describe how you would approach measuring success in a content marketing role.

4 Core Skills to Develop When Pivoting to Content Marketing

1. Writing and Storytelling Strong writing skills are essential in content marketing. Whether it’s blog posts, social media content, or website copy, clear and engaging writing makes a difference. Storytelling also helps create connections, making content more compelling and memorable.

2. SEO and Keyword Research: Content marketing isn’t just about writing; it’s about ensuring people find your content. Understanding SEO, keyword research, and search intent helps improve content visibility. Knowing how to optimise content without making it feel robotic is a key skill.

3. Audience Research and Data Analysis: Effective content marketing starts with knowing your audience. Understanding their interests, challenges, and behaviors allows you to create relevant and impactful content. Analyzing data from website traffic and social media insights helps refine strategies for better results.

4. Creativity and Adaptability: The industry is always changing, so content marketers need to stay creative and flexible. Experimenting with new formats, keeping up with trends, and adapting strategies ensure content remains engaging and effective.

Additional Skills to Consider

1. Content Strategy and Planning: Planning long-term strategies, repurposing content across platforms, and aligning content with business goals ensure consistency and impact.

2. Editing and Proofreading: Well-written content needs strong editing. Refining clarity, tone, and structure improves readability and ensures a polished final piece. While editing tools help, developing a keen editorial eye is invaluable.

3. Basic Graphic Design and Multimedia Skills: Basic design skills help create engaging social media graphics and branded visuals. Knowing simple tools for image or video editing is a plus. This is especially useful when you work in a startup.

4. AI Literacy and Efficiency Tools: AI can assist with brainstorming, research, and content optimisation, but content marketers must still bring creativity and strategy. The key is to use AI as a tool, not a replacement for original thinking.

Recommended Tools and Resources to Get You Started with Content Marketing

Top Picks by Stella Inabo , Content Marketer @ Float

Tools

SEO Tools

Non-SEO Tools

People to Follow in Content Marketing

Books for Content Marketers

Content Marketing & SEO Courses

Before You Go…

Understand the Role of AI in Content Marketing

AI tools like ChatGPT can significantly improve efficiency in content marketing. However, only use them as assistants rather than replacements. Here’s how:

Conclusion

Content marketing is an ever-evolving field that requires continuous learning, adaptability, and a willingness to experiment. Whether you’re refining your writing skills, mastering SEO, or leveraging AI to enhance your workflow, the key to success lies in consistently improving your craft and staying curious.

Beyond honing technical skills, building relationships within the industry is just as important. Connect with fellow marketers, join communities, and engage in conversations that push your thinking forward. The best opportunities often come from the networks you build.

This guide was written based on Jess Armooh’s interview with Stella Inabo to gain insights into her journey, key content marketing principles, and practical advice for aspiring content marketers.

If you’d like to learn more about transitioning to content marketing, watch the full video and feel free to reach out to Stella Inabo

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Dorcas Kpabitey