What skills are needed to advance content marketing?
This is a topic frequently discussed in various guides published both domestically and internationally, though the arguments vary depending on the author's perspective and challenges they face. It's also a theme where everyone involved in content marketing likely has their own opinion. Furthermore, it changes based on what the client side expects from service providers like us.
The core competencies are "editorial skills" and "marketing skills."
One thing is clear: "The skills possessed by the average working professional today are insufficient." At least in Japan until now, there hasn't been an industry dedicated to cultivating the hybrid talent required for content marketing, making it extremely difficult to find someone with the perfect fit of skills (though, of course, there might be super-talented individuals out there who possess everything).
In reality, to advance content marketing, one must not only have basic digital knowledge but also possess skills like planning, editing, analysis, strategy formulation, team management, project management, and a solid understanding of marketing and business operations. The list of required skills is endless.
So, which of these is the most core competency? Based on my experience of trial and error, I believe it's "editing skills" and "marketing skills." This is because these two are not something you can acquire quickly.
Specifically, the editing skills required for content marketing include the following:
① Simplifying information
② Connecting information to generate new, original value or perspectives
③ Designing a consistent message
④ Planning ability
⑤ The ability to execute plans and produce high-quality outputs
① and ② are fundamental tasks often emphasized in content planning and editing.
③ is perhaps the most challenging. It relates to what advertising calls the "concept" or "brand message," and what content marketing refers to as the "mission statement." Even when you create one, it's difficult to judge without experience which is correct or which will function well. Furthermore, even when created according to theory, it often becomes mere formality in practice. Furthermore, if someone lacking the habit of "creating concepts" is central to the team, this step is often unconsciously overlooked.
How it contributes to solving marketing challenges
Content marketing often tempts us to focus solely on planning and content creation skills (which are certainly important), but what truly matters is "how content, as a means, can contribute to solving marketing challenges." At this point, even basic marketing knowledge becomes essential.
When actually engaging in content marketing work, tasks like the following become just as necessary as content planning:
① Defining value propositions and marketing goals
② Segmenting, targeting, and positioning
③ Defining messages and timing
④ Formulating hypotheses for marketing communication and methods to validate them (measurement methods)
⑤ Designing and executing PDCA cycles for both strategy and content, along with their coordination
While ① and ② aren't particularly difficult if you're accustomed to advertising campaign planning, ③ requires caution as it differs significantly from advertising. ④ and ⑤ are tasks "based on the premise of ongoing operation"—meaning "continuous execution is assumed." Without experience in this type of work, they are surprisingly easy to overlook.
The result? "We defined our target, published content, and the numbers looked decent... so what? What do we do next?" After all that effort, progress stalls, and the content marketing initiative fizzles out. Or, without applying lessons from the previous PDCA cycle, you plow ahead only to realize you're gaining little while spending a lot.
Advancing content marketing requires diverse skills and knowledge. Even areas you thought you were good at are constantly evolving due to digital advancements.
Catching up and staying updated is hard work, but it's also an area where you can keep growing.
From the Front Lines of Content Marketing [34]
