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Looking for a Content Marketing Job? Follow This Advice To Get Noticed

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Looking for a Content Marketing Job? Follow This Advice To Get Noticed

Does anyone enjoy job hunting regardless of the circumstances?

But if you’ve recently lost your content marketing job or fear the ax might fall soon, you feel pressure to do it – and like you have no time to waste.

The good news is that excellent content marketing jobs are available for the taking (or the making if you’re entrepreneurially minded.)

To rise in the challenge you didn’t want, you must condense years of knowledge, skills, and experience into compelling materials to attract a new employer. Then you must get your carefully crafted profiles in front of recruiters. The key to success for both steps involves standing out from all the other candidates competing for the role you want.

In a recent Ask the #CMWorld Community livestream, Work It Daily’s J.T. O’Donnell and TogetHER Digital’s Amy Vaughan shared what today’s recruiters want and the disruptive ways to get on their radar.

Take a disruptive approach to find your next #ContentMarketing job, says @JTODonnell and @CafeScribbler via @joderama @CMIContent. Click To Tweet

You can watch the conversation or scroll down to read the highlights of their productive chat.

Take time to grieve, but don’t wallow

The Holmes-Rahe Stress Scale puts job loss among the top 10 stressful life events. When headlines fill the news about massive tech and media company layoffs, corporate hiring freezes, AI replacing creators’ jobs, and a slowing economy, a job loss can feel downright paralyzing.

Ignoring those feelings won’t make them go away and might make it more challenging to focus on finding your next job.

That’s why J.T. recommends taking some time to grieve before you begin a job search. “It’s an unexpected loss. You need to feel it and go through the emotions,” she says.

But don’t get so lost in your misery that you miss a new role that might pop up. “In my experience, people often end up in a new position and say, ‘This turned out better than I expected. I would’ve never come across this opportunity if this change wasn’t forced upon me,’” J.T. says. “Know that a lot of other people have ended up on the better side of it and get ready to move forward.”

Update your job search tools – and how you use them

First, revisit your resume and LinkedIn profiles. You need to ensure they’re updated, consistent, and precisely targeted to the roles you’re considering.

If it’s been a while since you last looked for work, you may need to relearn the rules of a productive job search.

For example, while application tracking systems (ATS) have been around since the 1990s, their time-saving features have made recruiters more reliant on digital tools in recent years. In fact, a 2018 study found nearly 99% of Fortune 500 companies use them. Advanced functionality has improved the software’s ability to create more accurate candidate profiles and match them to applicants’ work history details.

Optimizing your resume with keywords in the job description is essential to getting your resume discovered by potential employers.

Optimize your resume with keywords in the job description to get your resume discovered through digital application systems (and employers), says @joderama via @CMIContent. Click To Tweet

You also need to know formatting and information trends to make it past the digital gatekeepers. Your resume should be easily skimmable, results-focused, and tailored to the role in the application.

In a related discussion on CMI’s Slack channel, Headstart Copywriting’s Susan Varty shared a resume template that follows modern digital processes and trends.

The template structure, as shown in the image below, separates information into clear sections. She also details what to write in each section:

  • About: Here, you’ll introduce yourself, mention the role you’re interested in, and describe your qualifications in a relevant way.
  • Career highlights: These should be active statements that summarize the accomplishments you’re most proud of, so recruiters can skim the copy and understand who you are and what you can offer.
  • Work experience: Rather than list the roles you’ve played, use this section to describe how your work has helped previous employers achieve their business goals.

1675713340 404 Looking for a Content Marketing Job Follow This Advice To

Click to download

J.T. also recommends updating your LinkedIn profile to ensure it aligns with what appears on your resume. “Recruiters pay attention to the resume and LinkedIn work history section. The information that appears there should be identical. Otherwise, they may be confused about which version is accurate,” she explains.

The information that appears on your resume should be identical to your work history section on @LinkedIn, says @JTODonnell via @joderama @CMIContent. Click To Tweet

Stand out with a disruptive job search approach

Amy says recruiters will read resumes – and cover letters – that make it to their desks, but they spend only a few seconds on each.

You can’t expect to compete based on skills alone. But demonstrating your personal motivation to do the job for that employer can give you an advantage, J.T. says.

Finding the best opportunities where you can convey that motivation requires a disruptive job search. The technique helps you discover a relevant connection between your passions and career intentions and communicate it to employers who stand to benefit.

The more intentional and storified approach should work well for content marketers because you’re well-equipped to follow it. It also circumvents the gatekeeping systems by giving you a more relatable connection to prospective employers.

Take a more intentional and storified approach in your #ContentMarketing job search, says @joderama via @CMIContent. Click To Tweet

J.T. summarizes the disruptive job search process:

  • Pinpoint the work you’re most passionate about: Think carefully about the kinds of work you want to do, not just where you might want to do it. What lights you up? What do people come to you specifically for? This will be the centering principle for your candidate story.
  • Create a bucket list of company targets: Don’t just apply for any and every role that matches your skills and interests. Research companies to find 10 to 20 that would genuinely benefit from your unique perspectives and specialized focus.
  • Get clear on why you want to work for each company: Hearing that they’re a great place to work and offer great benefits isn’t enough to prove you understand the business and its goals. What is it about them that you’ve come to learn is different and special?
  • Make a personal connection: Think about what you can bring to the role at the company. Be specific about your knowledge of what they do, who their customers are, and how you can contribute to the business outcomes you know they want to achieve.
  • Craft the details into a cover letter: Once you’ve outlined your relevant connection points, you can put those details into a cover letter that speaks to your unique understanding of the business and the distinct value you can contribute. “When you can get that story into someone’s hands at an organization, you’ll be amazed at what can happen,” J.T. says.

(Net)work your story into a job

“People need to meet you and see continuity in what you say and do. That can’t always happen unless they get that chance to meet you in person,” Amy says.

Networking can feel one-sided and awkward when you’re under pressure to find a new role. But you can make it more productive with these tips from J.T. and Amy:

1. Turn on LinkedIn creator mode

J.T. points out that LinkedIn has pivoted itself into a creator tool. Use it to prove the points you would discuss in a cover letter and attract the right attention.

Activating creator mode on your profile tells LinkedIn’s algorithm to note (and share with others) the content you share. It also gives access to additional tools that can extend your reach.

Here’s how to turn creator mode on:

  • Click the Me icon in the nav bar at the top of your LinkedIn homepage.
  • Click View Profile.
  • Scroll down to the Resources section of your profile. If it shows “Creator mode: Off,” switch it to on.

1675713340 253 Looking for a Content Marketing Job Follow This Advice To

Click Next on the Creator mode preview pop-up window.

  • Add up to 5 topics (hashtags) to indicate what you post about the most.
  • Click Done.

1675713340 245 Looking for a Content Marketing Job Follow This Advice To

2. Create and share relevant content on your feed

Think about your specialization areas and speak about them regularly in your LinkedIn feed. Creating new content (or reposting your content on other platforms) on those subjects helps prove your expertise.

You can also curate and add commentary to third-party news, articles, videos, and other relevant stories. It shows you’re in touch with what’s happening in that space and have something of value to add to the conversation.

Be sure to post consistently – J.T. recommends at least once a day – to build an audience of followers.

3. Use hashtags responsibly

Using the right hashtags on your LinkedIn content can introduce your content to people who aren’t in your network. But, Amy points out, it can also help you tap into a hidden job market – roles that don’t get posted but have recruiters looking to fill them.

She explains recruiters may take this approach when they have a great opportunity that would attract a lot of candidate interest and don’t want to get bombarded with applicants.

4. Incorporate personal passions into your work persona

Attracting an audience with your thought leadership content can help you rank higher on LinkedIn searches and gain the attention of more recruiters. But since just about any job applicant can position themselves as an expert, Amy suggests taking an extra step to stand out from the pack: Cultivate a personality brand.

If you’re a regular CMI reader, you’re probably familiar with the reasons to build a personal brand (and if not, I’d highly recommend reading Ann Gynn’s definitive post on the topic). But, Amy says, a personality brand is a bit different.

As she explains, job searchers often struggle to associate their passions outside of work with the work they want to be known for. But creating stories that tie together those interests can make a person more memorable to recruiters and others who can help advance the job search.

Amy explains what this might look like: “[In my content], I talk a lot about groundedness, nature, and empathetic leadership. To me, those things are all tied together because I like to be very grounded in how I lead and very calm in how I approach difficult work situations. Or maybe you are an endurance athlete, and you can build a connection on how your love of endurance sports goes hand in hand with your strong work ethic.”

The content related to your personality brand can make your networking feel more organic. “If you’re reaching out to people in your network just to get a job, they’re going to sniff that out,” Amy says. But if they know you because you’ve shared a relatable story or something of value, they may be more willing to connect with you and help with your search.

Use your content marketing strengths to prove your value to employers

Losing a job never feels good. But with a more precise job search approach, stories that demonstrate your unique expertise, and ways to create a personal connection, your unemployment status won’t last long.

Want more help with your job search journey? Register to attend TogetHER Digital’s free virtual career fair for women in digital on Feb. 23, 2023. And for more-detailed job search help (including action plans, templates, and examples), J.T. O’Donnell is offering our readers an exclusive $20 discount on Work It Daily’s job search packages. Use code CM20 when you sign up.
Need more guidance to hone your content marketing skills? Enroll in CMI University and get 12-month on-demand access to an extensive curriculum designed to help you do your job more effectively.

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Cover image by Joseph Kalinowski/Content Marketing Institute



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Why We Are Always ‘Clicking to Buy’, According to Psychologists

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Why We Are Always 'Clicking to Buy', According to Psychologists

Amazon pillows.

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A deeper dive into data, personalization and Copilots

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A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

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Why The Sales Team Hates Your Leads (And How To Fix It)

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Why The Sales Team Hates Your Leads (And How To Fix It)

Why The Sales Team Hates Your Leads And How To

You ask the head of marketing how the team is doing and get a giant thumbs up. 👍

“Our MQLs are up!”

“Website conversion rates are at an all-time high!”

“Email click rates have never been this good!”

But when you ask the head of sales the same question, you get the response that echoes across sales desks worldwide — the leads from marketing suck. 

If you’re in this boat, you’re not alone. The issue of “leads from marketing suck” is a common situation in most organizations. In a HubSpot survey, only 9.1% of salespeople said leads they received from marketing were of very high quality.

Why do sales teams hate marketing-generated leads? And how can marketers help their sales peers fall in love with their leads? 

Let’s dive into the answers to these questions. Then, I’ll give you my secret lead gen kung-fu to ensure your sales team loves their marketing leads. 

Marketers Must Take Ownership

“I’ve hit the lead goal. If sales can’t close them, it’s their problem.”

How many times have you heard one of your marketers say something like this? When your teams are heavily siloed, it’s not hard to see how they get to this mindset — after all, if your marketing metrics look strong, they’ve done their part, right?

Not necessarily. 

The job of a marketer is not to drive traffic or even leads. The job of the marketer is to create messaging and offers that lead to revenue. Marketing is not a 100-meter sprint — it’s a relay race. The marketing team runs the first leg and hands the baton to sales to sprint to the finish.

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via GIPHY

To make leads valuable beyond the vanity metric of watching your MQLs tick up, you need to segment and nurture them. Screen the leads to see if they meet the parameters of your ideal customer profile. If yes, nurture them to find out how close their intent is to a sale. Only then should you pass the leads to sales. 

Lead Quality Control is a Bitter Pill that Works

Tighter quality control might reduce your overall MQLs. Still, it will ensure only the relevant leads go to sales, which is a win for your team and your organization.

This shift will require a mindset shift for your marketing team: instead of living and dying by the sheer number of MQLs, you need to create a collaborative culture between sales and marketing. Reinforce that “strong” marketing metrics that result in poor leads going to sales aren’t really strong at all.  

When you foster this culture of collaboration and accountability, it will be easier for the marketing team to receive feedback from sales about lead quality without getting defensive. 

Remember, the sales team is only holding marketing accountable so the entire organization can achieve the right results. It’s not sales vs marketing — it’s sales and marketing working together to get a great result. Nothing more, nothing less. 

We’ve identified the problem and where we need to go. So, how you do you get there?

Fix #1: Focus On High ROI Marketing Activities First

What is more valuable to you:

  • One more blog post for a few more views? 
  • One great review that prospective buyers strongly relate to?

Hopefully, you’ll choose the latter. After all, talking to customers and getting a solid testimonial can help your sales team close leads today.  Current customers talking about their previous issues, the other solutions they tried, why they chose you, and the results you helped them achieve is marketing gold.

On the other hand, even the best blog content will take months to gain enough traction to impact your revenue.

Still, many marketers who say they want to prioritize customer reviews focus all their efforts on blog content and other “top of the funnel” (Awareness, Acquisition, and Activation) efforts. 

The bottom half of the growth marketing funnel (Retention, Reputation, and Revenue) often gets ignored, even though it’s where you’ll find some of the highest ROI activities.

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Most marketers know retaining a customer is easier than acquiring a new one. But knowing this and working with sales on retention and account expansion are two different things. 

When you start focusing on retention, upselling, and expansion, your entire organization will feel it, from sales to customer success. These happier customers will increase your average account value and drive awareness through strong word of mouth, giving you one heck of a win/win.

Winning the Retention, Reputation, and Referral game also helps feed your Awareness, Acquisition, and Activation activities:

  • Increasing customer retention means more dollars stay within your organization to help achieve revenue goals and fund lead gen initiatives.
  • A fully functioning referral system lowers your customer acquisition cost (CAC) because these leads are already warm coming in the door.
  • Case studies and reviews are powerful marketing assets for lead gen and nurture activities as they demonstrate how you’ve solved identical issues for other companies.

Remember that the bottom half of your marketing and sales funnel is just as important as the top half. After all, there’s no point pouring leads into a leaky funnel. Instead, you want to build a frictionless, powerful growth engine that brings in the right leads, nurtures them into customers, and then delights those customers to the point that they can’t help but rave about you.

So, build a strong foundation and start from the bottom up. You’ll find a better return on your investment. 

Fix #2: Join Sales Calls to Better Understand Your Target Audience

You can’t market well what you don’t know how to sell.

Your sales team speaks directly to customers, understands their pain points, and knows the language they use to talk about those pains. Your marketing team needs this information to craft the perfect marketing messaging your target audience will identify with.

When marketers join sales calls or speak to existing customers, they get firsthand introductions to these pain points. Often, marketers realize that customers’ pain points and reservations are very different from those they address in their messaging. 

Once you understand your ideal customers’ objections, anxieties, and pressing questions, you can create content and messaging to remove some of these reservations before the sales call. This effort removes a barrier for your sales team, resulting in more SQLs.

Fix #3: Create Collateral That Closes Deals

One-pagers, landing pages, PDFs, decks — sales collateral could be anything that helps increase the chance of closing a deal. Let me share an example from Lean Labs. 

Our webinar page has a CTA form that allows visitors to talk to our team. Instead of a simple “get in touch” form, we created a drop-down segmentation based on the user’s challenge and need. This step helps the reader feel seen, gives them hope that they’ll receive real value from the interaction, and provides unique content to users based on their selection.

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So, if they select I need help with crushing it on HubSpot, they’ll get a landing page with HubSpot-specific content (including a video) and a meeting scheduler. 

Speaking directly to your audience’s needs and pain points through these steps dramatically increases the chances of them booking a call. Why? Because instead of trusting that a generic “expert” will be able to help them with their highly specific problem, they can see through our content and our form design that Lean Labs can solve their most pressing pain point. 

Fix #4: Focus On Reviews and Create an Impact Loop

A lot of people think good marketing is expensive. You know what’s even more expensive? Bad marketing

To get the best ROI on your marketing efforts, you need to create a marketing machine that pays for itself. When you create this machine, you need to think about two loops: the growth loop and the impact loop.

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  • Growth loop — Awareness ➡ Acquisition ➡ Activation ➡ Revenue ➡ Awareness: This is where most marketers start. 
  • Impact loop — Results ➡ Reviews ➡ Retention ➡ Referrals ➡ Results: This is where great marketers start. 

Most marketers start with their growth loop and then hope that traction feeds into their impact loop. However, the reality is that starting with your impact loop is going to be far more likely to set your marketing engine up for success

Let me share a client story to show you what this looks like in real life.

Client Story: 4X Website Leads In A Single Quarter

We partnered with a health tech startup looking to grow their website leads. One way to grow website leads is to boost organic traffic, of course, but any organic play is going to take time. If you’re playing the SEO game alone, quadrupling conversions can take up to a year or longer.

But we did it in a single quarter. Here’s how.

We realized that the startup’s demos were converting lower than industry standards. A little more digging showed us why: our client was new enough to the market that the average person didn’t trust them enough yet to want to invest in checking out a demo. So, what did we do?

We prioritized the last part of the funnel: reputation.

We ran a 5-star reputation campaign to collect reviews. Once we had the reviews we needed, we showcased them at critical parts of the website and then made sure those same reviews were posted and shown on other third-party review platforms. 

Remember that reputation plays are vital, and they’re one of the plays startups often neglect at best and ignore at worst. What others say about your business is ten times more important than what you say about yourself

By providing customer validation at critical points in the buyer journey, we were able to 4X the website leads in a single quarter!

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So, when you talk to customers, always look for opportunities to drive review/referral conversations and use them in marketing collateral throughout the buyer journey. 

Fix #5: Launch Phantom Offers for Higher Quality Leads 

You may be reading this post thinking, okay, my lead magnets and offers might be way off the mark, but how will I get the budget to create a new one that might not even work?

It’s an age-old issue: marketing teams invest way too much time and resources into creating lead magnets that fail to generate quality leads

One way to improve your chances of success, remain nimble, and stay aligned with your audience without breaking the bank is to create phantom offers, i.e., gauge the audience interest in your lead magnet before you create them.

For example, if you want to create a “World Security Report” for Chief Security Officers, don’t do all the research and complete the report as Step One. Instead, tease the offer to your audience before you spend time making it. Put an offer on your site asking visitors to join the waitlist for this report. Then wait and see how that phantom offer converts. 

This is precisely what we did for a report by Allied Universal that ended up generating 80 conversions before its release.

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The best thing about a phantom offer is that it’s a win/win scenario: 

  • Best case: You get conversions even before you create your lead magnet.
  • Worst case: You save resources by not creating a lead magnet no one wants.  

Remember, You’re On The Same Team 

We’ve talked a lot about the reasons your marketing leads might suck. However, remember that it’s not all on marketers, either. At the end of the day, marketing and sales professionals are on the same team. They are not in competition with each other. They are allies working together toward a common goal. 

Smaller companies — or anyone under $10M in net new revenue — shouldn’t even separate sales and marketing into different departments. These teams need to be so in sync with one another that your best bet is to align them into a single growth team, one cohesive front with a single goal: profitable customer acquisition.

Interested in learning more about the growth marketing mindset? Check out the Lean Labs Growth Playbook that’s helped 25+ B2B SaaS marketing teams plan, budget, and accelerate growth.


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