Content marketing is no longer a fringe zone or outer orbit of the marketing world—it’s a central function for businesses of all sizes. So for it to get smarter and more effective, we’ve got to make sure the people entering the content marketing profession have the chops they need.
Why do I mention this? Because I deal with a lot of content marketing teams, and more often than not they have little or no idea of what constitutes good content. Whether they solicit it or not, a lot of what they get from me is training and insights about best practices that will make their content effective.
Yet as soon as I walk away, the organization reverts to the same old mistakes. Why? Because there’s been no “official” training in best practices that explains what they are and why they’re important. Most people who come onto marketing teams, especially at small enterprises, are learning about content marketing on the fly.
It can’t be sink-or-swim
When I was about eight, our elementary school gym teacher, Mr. Lloyd, “taught” us to swim. His most dreaded method was to have us go into the deep end of the local high school pool, where we had to swim across its width while Mr. Lloyd used to pole to hold us under the water.
So, as you’d imagine, I don’t feel “sink or swim” is a valid practice in any line of work.
Companies today – well, the ones that are more likely to thrive – are desperate for skilled B2C or B2B content marketing writers who can craft engaging stories, make SEO magic happen, and drive measurable results.
But here’s the kicker: despite the high demand, there’s a severe lack of formal training and education available for those looking to break into the field.
We have plenty of college courses on journalism or creative writing, but content marketing? It’s an afterthought, at best. Don’t believe me? Survey the course lists in marketing or advertising departments at most colleges.
Organizations like CMI do their best to promote better work. But in order to content marketing to have the legitimacy and professionalism it should, there has to be more emphasis on technique and standards before people take up actual jobs.
I’m convinced this is why we see such a glut of “craptent”—content that’s fluffy, keyword-stuffed, and devoid of value. It’s time we invest in better education and training for aspiring content marketing writers and others who want to enter this space. Not just to prevent the content landscape from becoming a landfill but also to give them the skills they need to succeed.
Why the current state of content marketing training falls short
If you’re an aspiring content writer today, your education journey looks something like this:
- Take a general English or marketing degree.
- Learn about content marketing by Googling “how to write a blog post.”
- Write a bunch of articles for free (or next to free) until someone finally gives you a paid gig.
There’s no clear roadmap for honing your skills, and a lot of writers end up learning by trial and error. Now, don’t get me wrong—there’s nothing inherently wrong with a bit of trial and error. Fact is, it’s a great way to learn. But when it comes to the intricacies of content marketing, like understanding audience personas, keyword research, search intent, and analytics, winging it is not enough. Especially if your job, or the success of your employer, relies on the quality of your content.
The need for more formalized, structured content marketing education is glaring.
The skill gap: It’s about more than just writing
It’s easy to assume that if you’re a good writer, you’ll naturally be good at content marketing. And even though I hold writers in high esteem, since we’re extremely intelligence, vivacious and invariably fascinating people, being automatically talented at content writing is just not the case.
Sure, writing is a big part of it, but content marketing requires a much broader skill set, and they’re all skills that writers should have some grasp of:
- SEO skills: Understanding how search engines work and how to optimize content is non-negotiable. Too many “content writers” still throw keywords in like sprinkles on a sundae, hoping for the best.
- Analytics and data: A good content marketer knows how to track performance and tweak their strategy based on what’s working (or not). If you can’t read Google Analytics or understand conversion metrics, you’re shooting in the dark.
- Audience understanding: Knowing your audience inside and out, from their pain points to their buying triggers, is crucial. This requires research, data interpretation, and sometimes even a touch of psychology.
- Content strategy: Writing one blog post is great, but how does it fit into the larger picture? Can you create content that supports long-term goals and scales across different platforms? Strategy is everything.
Without formal training, writers (or other newbie content marketers) are expected to learn these skills independently, often after they’ve been hired. This is like hiring a chef who has only ever boiled water and expecting them to cook a five-course meal.
Why formal content writing and marketing education matters
Formalized training in B2C and B2B content marketing—whether through certification courses, workshops, or university programs—does more than just teach the nuts and bolts of SEO or the mechanics of storytelling. It provides context.
Here’s what I mean: Learning B2B content marketing in a formal setting doesn’t just tell you how to write a blog post; it helps you understand why you’re writing it in the first place. It dives deep into the strategy behind the content, how to measure its success, and what to do when it fails.
Also, formal education introduces accountability. When you’re self-taught, it’s easy to skip over important topics you find boring or challenging, like analytics. Structured programs make sure you get a well-rounded education so you’re not left with gaps in your knowledge
What a proper content marketing curriculum should look like
If we’re going to advocate for better education for content marketing writers, we need to think about what that curriculum should include. Here’s a rough breakdown of the coursework that ought to be offered:
- SEO & Keyword Research 101: Writers should know how to perform keyword research and know the principles of search engine optimization beyond just stuffing keywords into headers, metas and body text.
- Content Strategy 101: Teaching writers and other content marketers to think like strategically, developing content calendars, and aligning their work with broader business objectives.
- Storytelling & Brand Voice Lab: Writers must learn to tell engaging, compelling stories that resonate with audiences while staying true to a brand’s voice. And they should learn how to create that voice in the first place if it’s missing.
- An Introduction to Analytics & Measurement: Training on tools like Google Analytics and HubSpot to track content performance and understand key metrics like bounce rate, time on page, and conversion rates.
- Social Media and Distribution Best Practices: They should know how content plays out across social media channels, not just in terms of format but also in terms of how it’s shared and promoted.
- Collaboration for Beginners: Content marketing is rarely a solo gig. Content creators, especially writers, need to learn how to work alongside designers, developers, and marketing teams to create a cohesive end product.
Harvard? Stanford? Even University of Phoenix? I’m here for you!
More training, less craptent!
It’s time to move away from the “fake it till you make it” approach in B2B content marketing. There’s too much on the line for brands to rely on untrained creators to carry their messaging forward. More importantly, it’s unfair to the creators themselves. They deserve to be equipped with the right tools to succeed, rather than being thrown into the deep end and forced to learn everything by paddling for their lives.
Greater access to formal education and training in B2B content marketing will not only elevate the overall quality of content across the web. It’ll also empower a new generation of content writers and creators to build successful, sustainable careers.
Because let’s face it: Nobody wants to read more craptent. Let’s give the next wave of B2B content marketers the skills they need to create content that’s actually worth consuming—and that rewards the investment.
Even as we shout out a hearty “FU!” to the Mr. Lloyds of the world.