When you are assigned a story by an editor at Family Circle or a trade publication such as QSR magazine, the editor doesn’t typically ask for advice on what stories she should include in the July issue. Nor do they call you for your input on the overall messaging of the article. Sure, you will most likely pitch ideas for the magazine or help come up with a side bar, but the editor almost always is more experienced at the job of producing a publication than you are.

However, the scenario is often quite different when you are writing content marketing deliverables. I often find myself educating clients on the art of content marketing strategy and consulting on the direction of their brand. Since many brands are now jumping on the content marketing bandwagon, they are learning on the job. And typically, the person who now finds content marketing on their to-do list was already overworked and busy.

Yesterday, I wrote about resources for learning about content marketing and a reader sent me an email asking why is important to become an expert in content marketing as well as the subject matter. As a content marketing writer, it is essential that you continue learning about content marketing so you can articulate how content marketing is effective and, more importantly, so you can provide direction on how to create content to drive potential customers to your client’s doors (virtual or real). Let’s face it, if the content marketing strategy of a brand who hired you is ineffective, then you won’t have a job for long. The more results the brand sees from content marketing, the more money they will invest in it, which equates to more work for you.

What benefits have you seen from understanding content marketing? What questions do you have about content marketing strategy?