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Content careers in Asia are flourishing, thanks to the ever-increasing importance of digital marketing to businesses of all sizes. The team at Salt have helped to recruit talented content marketers, editors, and copywriters, from entry-level to senior roles across a huge range of industries.
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Looking at the engagement and impression numbers of platforms and the amount of social shares of trending blogs, it is not surprising that content and job opportunities are vast. The number of people who are specialists in this field is also pretty large, suggesting that evolving roles in the content sector will continue to emerge.
However, despite the great number of content experts, recruiters often struggle to find candidates who can express the identity of their business in the right way. This ends up leading to too many jobs being available for a small pool of suitable talent.
As full-time roles in online content continue to evolve, so too does the career path for the people in those positions. A strong online presence is crucial for every brand and the demand for good content writers has never been higher and an increasing number of industries are seeking skilled content experts to join their teams.
The career progression for those in content is relatively straightforward. Copywriting and Content Executive positions are considered the entry-level roles, relying exclusively on the writing of content rather than the creation of strategy. From there, candidates can move into an editorial role or executive positions within a content department.
The last few years have seen brands fully understanding the power of content as a tool to drive acquisition and engagement of customers. This had led many of them to create new jobs to produce editorial content, insightful blog posts and white papers.
One of the biggest changes for the content industry is that the production and distribution of certain content pieces are no longer controllable. This is because content is mostly shared online (via social media platforms and the “dark social” likes of instant messaging services), and cannot be reviewed before it goes live to millions of people. In other words, content marketers do not only have to produce interesting, newsworthy and engaging writing but also have to respond to potentially bad word of mouth.
Content experts who specialise in digital media do not have to worry about their future career opportunities, as their skillset will be highly in-demand for years to come. Digital marketing is becoming the foundation for content marketing, so knowledge of this field is a future-proof asset.
Beyond simply writing blog posts, however, career progression can come in the form of leading and developing businesswide content strategies. This involves the timely production of campaigns created in response to public events, holidays or other trending content, and measuring any resulting ROI and web traffic which comes from these posts.
Content jobs require a solid understanding of established and emerging platforms, as well as the ability to tailor content to match each. Good language skills and a personable attitude can also go a long way when interacting with a brand’s user base. An understanding of SEO, and video or photo editing software are also often desirable. Beyond tech-savvy, industry professionals are also expected to have essential soft skills, such as problem-solving, the ability to negotiate, and demonstrating leadership.
Since there is so much competition for content vacancies nowadays, it is important to stand out with a well-written CV. One thing you should definitely include is a link to any content platforms (e.g. blogs, websites) to which you contribute, as well as a portfolio of your written work, so companies can gain an understanding of your ability to write and use the internet.
Secondly, try to use industry-specific keywords, as hiring managers usually do not have the time to read through the whole CV to find the relevant qualifications amongst the rest of your experience and skillset. Thirdly, add some concrete statistics around goal completions (e.g. % of engagement level increase), as it makes your work experience more relevant and credible. Lastly, include your broader digital marketing skills.
Interviewers tend to ask qualitative and not quantitative questions when they recruit for content jobs. The qualitative questions themselves always depend on the respective company. We conducted some research to summarise the 3 most important interview questions in this field:
For content marketing, a degree is not really a requirement to land a job, though marketing, journalism and humanities qualifications are often stepping stones to this career path. Employers prefer to see your portfolio (also in digital format, e.g. blog, microsite) and real-life examples of your work. Another useful step is to attend industry courses to learn about the latest trends in this ever-changing sector.
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