How to Get a Job in Content Marketing: An Interview with LinkedIn’s Jason Miller

4 minute read

Team Kapost

Jason Miller shares tips for getting a job in content marketing

If you’re looking for a job in content marketing, the time is ripe.

Content marketing is the top hiring priority for marketing departments, beating out social media, design, lead generation, and executive staff. And new research shows that 78% of surveyed companies are looking to hire 1-3 content team members in the next year.

For our recent hiring handbook, we interviewed Jason Miller, global content marketing lead for LinkedIn Marketing Solutions, to find out what makes quality candidates stand out.

Miller provided some actionable advice for aspiring content marketers, which are too great not to share. Below are six valuable tips for anyone looking to advance their content marketing career. To get the full interview, download the The Content Marketing Hiring Handbook.

1. Write Often and Every Day

This is the cornerstone of any good content creator. The ability to tell stories, write complete sentences, and drum up with compelling content takes practice.

So practice.

Identify a topic, and work on developing different story angles and new ways to say the same thing. Unlock your creative genius by picking up a pen, or by stomping your fingers on your computer. Do it, and do it every day.

2. Have Standards

After you write a piece of content, read it yourself. If you can’t get through it without skipping ahead or getting bored, how will your customers and prospects?

Once you’re feeling good about your piece, ask someone else to read it. Then ask them two questions:

  • Was it helpful?
  • Was it interesting?

If the answer to both of those questions is a resounding yes, you probably have a good piece of content on your hands.

3. Complete Your LinkedIn Profile

Okay, so Miller works for LinkedIn, but this isn’t a brand push, he says. It’s a real concern when applying for a content position. In the age of personal branding, it’s just not okay to let your LinkedIn profile collect Internet dust until you’re actively looking for your next job.

If your profile isn’t current, or if it communicates indifference, not only are you likely missing career-transforming opportunities, but you could also be giving people the wrong impression.

Miller says, start with the basics. Put down a solid foundation and add to it over time. How, you ask? Like this:

  • Make sure work experience and resume data are updated.
  • Post a picture that doesn’t include a beer (unless you’re a brewer). 
  • Add rich media to your profile.
  • Reach out to trusted peers for recommendations.
  • Join and participate in relevant groups.

4. Aspire to Be More Than a One-Dimensional Marketer

Being a one-dimensional marketer is simply not a good way to get ahead in the B2B world.

Today’s successful marketers aren’t good at just one thing; we are hybrid marketers. We don’t specialize in social media, email marketing, or direct mail. Instead, we integrate old and new channels into one overall marketing strategy. We are, you might say, Renaissance marketers.

As hybrid marketers, we are practitioners. We go out of our way to master the tactics and strategies that make up a complete integrated marketing approach.

5. Actively Participate on Social Media

You don’t have to be an expert in any one social media field, but understanding how digital tools work together is essential, Miller says.

In Miller’s words: “If you’re not actively participating in social, or engaging content….I would assume that you don’t have a complete understanding of the environment you will be working to grow and optimize.”

6. Create a Content “Sizzle Reel”

In the world of “everyone’s a content creator,” there’s no excuse for not having something to showcase. Be it a personal blog, a fun SlideShare presentation, or an engaging Flickr profile, some sort of example is necessary.  

If you have previous experience, go through the metrics of your best work, review the impact and analytics, and put together a portfolio. This is your highlight reel, which shows you can make an impact and that you understand what makes content successful. Was your infographic featured on an important blog? Did your newsjacking make any real headlines? Did a thought leader share a piece of your content? How many opportunities did you generate? Include what matters.

Looking for More Resources?

We’ve studied, researched, and evaluated the state of hiring in content marketing. Dive deeper into the data and learn more about hiring with these resources:

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