The content marketing hiring handbook by John Schrobben

Contents Helpful Definitions

New Team, New Talent

“Wean yourself off vanity metrics.” An interview with Joe Chernov

Understanding Your Content Needs

How Big Should My Team Be?

Your First Hire

“You can’t be a one-dimensional marketer.” An interview with Jason Miller

Advanced Content Hiring: Think Big

Content Team Job Description Templates

Helpful Definitions Content Marketing: the technique of creating and distributing relevant content to attract, acquire, and engage a clearly defined target audience with the objective of driving profitable action. Content Pillar: a substantive and informative piece of content on a specific topic or theme which can be broken into many derivative sections, pieces, and materials. Examples of content pillars include eBooks, reports, and guides. Editorial Board: a group of key players from every department that influences content. This team meets regularly to provide insight and action for content. Editorial Calendar: a calendar to organize and visualize your marketing initiatives in a single place. Itâ&#x20AC;&#x2122;s often online and can be accessed by all content team members. Marketing Generated Opportunities: marketing generated opportunities (MGOs) are qualified leads that enter the pipeline through a marketing effort.

New Team, New Talent A business is only as good as its people. And in content marketing, that saying couldnâ&#x20AC;&#x2122;t be truer. Without the right people in place, your content can flop. When that happens you not only lose out on leads and sales, you pollute the market with more junk. But you can avoid that trap by building a content marketing dream team.

Nine of out 10 B2B marketers report prioritizing content marketing in 2014, making it one of the fastest growing segments in marketing.

Introducing the first ever content hiring guide. Many organizations are ready to build a content

team. But few know where to find talent, or even what qualities to seek out. The truth is thereâ&#x20AC;&#x2122;s no one credo on who to hire or how to do it.

So weâ&#x20AC;&#x2122;ve done the heavy lifting - including over 100 hours of original research and surveys, analyzed data, interviews with marketing leaders from across the industry, writing, and editing. Consider this eBook your hiring guide. Use it for practical advice on how to structure a content team to fit your needs, who and what to look for when sifting through resumes and portfolios, which questions to ask during the interview process, job description templates for some of the most common roles, and even testimonials from beginner to advanced content marketing teams.

Remember, the goal isnâ&#x20AC;&#x2122;t to attract a gazillion candidates. The goal is to pull in the best candidates. Whether you already have a headstart in building your team, or youâ&#x20AC;&#x2122;re looking to make your first hire, The Content Marketing Hiring Handbook has you covered.

Leads that come in from an organic source are 7x more likely to become closed sales compared to outbound marketing tactics.

From the Experts: Practical Advice for Content Marketing Hiring Joe Chernov, VP of Content, HubSpot Forget superfluous numbers. A six-digit Twitter follower count, tons of blog shares, and an avalanche of “likes” don’t matter all that much. As Joe Chernov puts it: you’ve got to “wean yourself off vanity metrics.” He would know. Chernov was one of the first people with “content” in his title. Since then he’s steadily risen to become one of the most influential

USE ANALYTICS THAT REFLECT YOUR POWER AS A MARKETER IN GENERATING SALES.

names in modern marketing, and was even named “Content Marketer of the Year” in 2012. Chernov’s managed content teams as large as nine people, is a vice president at one of the most respected inbound marketing platforms, and has interviewed and hired the cream of the crop for content positions - from directors to interns. His advice in content hiring is to focus less on social stats and more on the numbers that move a business forward. The most successful inbound marketers are driving new business, not coming up with the wittiest hashtags. Content marketing should generate leads attracting the right kinds of people to “opt-in” to the sales funnel. So instead of being wooed by the size of a candidate’s social footprint, look for candidates who can quantify their impact on the business. Challenge your interviewees to talk about the new business generated through their efforts. Seek numbers that matter.

THE MOST SUCCESSFUL INBOUND MARKETERS ARE DRIVING NEW BUSINESS, NOT COMING UP WITH THE WITTIEST HASHTAGS.

Of course, raw numbers aren’t the only thing you should consider. There are three basic qualities Chernov looks for in any content marketing candidate: Self-Reliance Content marketers need to think on their feet, write cogently, and produce quality content independently. They need to have a “nose for subjects people will care about.” Baseline Skills Chances are you won’t have time or resources to teach several baseline skills like writing, design, video production. Those skills must be already locked and loaded. As Chernov says: “I can’t teach somebody how to write….I can teach the marketing part, that’s relatively easy.” Is the Person a Bridge Burner or Builder? More simply this means: is this person a jerk? If yes, don’t hire that candidate. Content teams support all your organizational departments. If your hire can’t manage relationships, doors won’t open, and great content will be hard to make.

Understanding Your Content Needs Two main concerns businesses have when developing their content teams from scratch are money and resources. A content team can’t be formed overnight. Finding the right people, and allocating sufficient resources takes time. But that doesn’t mean you can’t get started. First assess what kind of structure your content team should form. Some businesses need more design resources than writers. Others find they need a bunch of writers and editors, and fewer design-oriented team members. Not all content teams look the same. To give you an idea of a few tried-and-true constructions, we’ll first describe the “Kapost model,” and then share other possible formulas for a content team powerhouse.

The Kapost Model Today, the Kapost content team looks like this:

But we didnâ&#x20AC;&#x2122;t always look that way. Rewind two years ago, and our team looked more like this:

Look familiar? Perhaps you are the sole content marketer at your

organization. You’ve got a single body, a great idea, the thumbs up from your CMO to develop a content marketing department - and little else. Our current team hasn’t reached complete maturity, nor do we think it’s the archetype for every business. But ours is a proven content team model, with demonstrable results in lead generation, ROI, and business growth. So if you’re looking for a good business case, let’s introduce you to the team.

SENIOR DIRECTOR OF CONTENT MARKETING “I’m here to set the strategy for our content and13 the team that makes it happen. That means coming up with ideas for informing and educating our audience of customers and potential customers, aligning that content with our goals and objectives, then putting in a plan for how we’re going to produce, promote and measure all of it.”

Say hello to Jesse Noyes, Senior Director of Content Marketing at Kapost. Jesse holds the reins and responsibility for the success of our content marketing objectives. He is the cornerstone of our content operations, in charge of the vision behind content strategy, implementation, and execution of all Kapost content efforts. Heâ&#x20AC;&#x2122;s also doing all of our content hiring.

Role:

Oversees content creation from the content marketing managers and owns the successes (and failures) of content as it relates to the goals of the organization. Manages our team of content creators and the overarching goals and content strategy. Works with executive team to develop quarterly goals and benchmarks for analytics. Provides the tools and guidance to his content team to help them be successful.

He also creates, manages and runs the content editorial board - serving as a liaison between the content team and the sales, customer support, engineering, and product teams. Key Characteristics: • Big-picture thinking • Great communication skills • Proven writing skills • Expert managerial skills • Creativity • Strong knowledge of modern marketing frameworks

SENIOR MANAGING EDITOR 16 “I think of Managing Editors and Content Marketing Managers as Product Managers. Content is our product. It’s what we spend our time perfecting. We’re constantly testing and researching ways to make it even more valuable to prospects and customers, and establishing processes for keeping development on track.”

Meet Anne Murphy, Kapost’s Senior Managing Editor. Anne is the person in charge of running all content logistics and operations. She’s responsible for the editorial calendar, and works closely with the Senior Director of Content Marketing, to ensure the large-scale vision is logistically possible. Role: Oversees all the moving pieces of content from ideation and production to distribution. Copyedits all content to ensure stylistic and tonal consistency. Writes roughly one to two blog posts per week, as well as manages one to two content pillars per quarter.

Key Characteristics: • Organized • Ability to manage people • Detail-oriented • Works well under deadlines and pressure • Whiz at headline writing • Copy editor extraordinaire

These are the wordsmiths. At Kapost we have two: Liz O’Neill and Jean Spencer. These gals are talented writers, have a knack for syntax, and typically read other peoples’ blog all the way down to the bottom of the page. In a phrase: They are the writers.

CONTENT MARKETING MANAGERS 18

“I write about why companies should invest in their content and how they can deliver it in a useful, relevant, and delightful way.” -Liz

“I research the industry, find gaps of information, research those gaps, and write about them. We’re like mini-reporters on the ultimate digital marketing beat.” -Jean

Roles: Researching, reporting, and writing original content Creating compelling content that is strategically useful for marketing automation nurture tracks and lead scoring. Contributing to the copy editing tasks. Managing individual freelance writers. Communicating with the sales and marketing departments to create strategic, worthwhile content.

Key Characteristics: • Excellent verbal and written skills • Curious • Creative • Knowledge or interest in relevant industries and verticals

• Integrity • A competitive spirit

COMMUNITY MANAGER 20 and stuff. That means being the digital “I’m responsible for being awesome. Like, online voice of Kapost. I connect people with Kapost’s content through social media and direct outreach in order to raise visibility of Kapost and drive referrals thought these social interactions.”

The community manager, Andrew J. Coate for Kapost, is the person responsible for creating important conversations and relationships with a brand both online and offline. This guru knows the best social tools, plugins, and tricks to communicate with customers. Role: Start, contribute, and listen to online conversations. Organize and monitor the social push of content assets developed by the content team. Foster Kapost’s internal and external influence groups: e.g. brand advocates, business partners, industry influencers, etc.

THE NUMBER OF PEOPLE WHO HAVE ADDED “COMMUNITY MANAGEMENT” TO THEIR LIST OF SKILLS IS UP 46% YEAR-OVER-YEAR. Key Characteristics: • Quick-thinking • Curious and excited to learn new online tools • Communicative • Familiarity with social media sites and management tools

• Able to talk, write, and express in engaging, very “human” language

• Outgoing and friendly

WEB / INTERACTIVE DESIGNER 22

“Anything visual is on me to create. While collaborating with the team to generate ideas around these visuals, it is my duty to take it from thoughts to real life.”

Kapost’s web designer is more than just a web designer; he’s a crucial part of the content team. Introducing Mark Peck. Mark can pixel-push in just about any language and tell a visual story better than Alan Alexander Milne. On a day-to-day basis, Mark pumps out visual needs and creative direction from all points within the company, and applies artistic elements to those needs. Role: Creates all things visual including the website, infographics, powerpoint decks, business cards, and interactive web-based content assets. Interfaces with our customer cuccess, cales, and marketing teams - to meet their graphic, web, and visual needs.

Key Characteristics: • Artistic • Mastermind in Photoshop, Illustrator, and InDesign • Handles jQuery, CSS, HTML, Javascript, and WordPress • Works well under pressure • Hones design sense

VIDEOGRAPHER 24

â&#x20AC;&#x153;I shoot, edit, produce, and post-produce. I capture video content, reduce it down to the essential and send it out into the world to inform and educate the public.â&#x20AC;?

Jacob Collins is Kapost’s videographer. Video is one of the most effective modes of “classic” content, and it’s become increasingly important to hire a videographer in-house.

Role: Shoots and edits video assets like testimonials, tutorials, product demos, and live event coverage. Co-develops artistic direction with our web designer and works to ensures visual consistency across media. Animates motion graphics Travels to conferences and expos to capture live events

Key Characteristics: • Artistic • Mastermind in Premiere, After Effects and Illustrator • Expert in video production / post-production • Attention to detail • A knack for visual storytelling • Collaborator

How Big Should My Team Be? We asked more than 500 marketers how many people they dedicate to content. Hereâ&#x20AC;&#x2122;s the range we found.

You’ve Seen How We’ve Done It. Now It’s Your Turn.

Your content needs likely don’t align exactly with ours. And neither will your content team. According to Ann Handley, one of Forbes’ most influential woman in social media and a leader in content marketing, no two content teams are identical. But there are some tried, and true, guidelines when putting your team together. First, two main things influence any content team construction: (1) your company’s expertise, and (2) your target audience.

Ann Handley Chief Content Officer, MarketingProfs

Your business expertise informs much of the actual content and copy you produce. This could include topics of interest, opportunities to educate, and how you are positioned as thought leaders. sweet spot

YOUR COMPANY’S EXPERTISE

YOUR TARGET AUDIENCE

Your audience informs everything else. They dictate things like: • Who you are talking to (the characteristics of your audience)

• Where you’ll publish information (website, Facebook, Twitter, Pinterest, mailers, tradeshow booths?)

• How your information is delivered (eBook, vlog, whitepaper, ecomm site)

• Why you are creating content (address pain points, educate buyers)

Whatever your audience likes, you, Content Marketer, learn to give.

Your First Hire: The Minimalistâ&#x20AC;&#x2122;s Content Team The first role marketers hire for content teams

New to content marketing? Your company may be looking for their first or second dedicated staff member. Often, getting started is one of the trickiest parts. (If youâ&#x20AC;&#x2122;re a in the minority and ready to expand your content team to the double digits, please skip to the advanced section.)

GO SEE OUR ADVANCED SECTION 29

A bare bones content team is better than nothing.

So here it is, the big plunge. Your first content marketing hire. The biggest piece of advice for a successful first hire: “Appoint a strategist,” says Ann Handley. This person can be a full-time contractor or inhouse position, but the role is the same: • This person looks at problems on a big-picture scale and understands strategy.

• This person has the authority and budget to make

decisions and implement ideas.

• This person understands the key role that audience plays in content creation.

Nearly half of B2B marketers report hiring a writer first for their content teams. Handley says she typically seeks a journalist for this position because of their acute understanding of audience. Once you have your first role filled, it’s time for your second hire: the doer. The doer is the person who can get your business objectives done. It could be a graphics person, or maybe one part-time writer. It depends on what you’re trying to produce. These are the first two people on your content team; the cornerstones to a bigger team, and the complete minimalists’ team.

From the Experts: Practical Advice for Content Marketing Hiring Jason Miller, Global Content Marketing, LinkedIn On writing Jason Miller says: “The people who enjoy writing are already making a living from it, they are called authors. For the rest of us we have to try a bit harder.” “YOU KNOW, I’M NOT A BIG FAN OF WRITING. I WRITE EVERY DAY, BUT IT NEVER GETS EASIER. AND I’M CONSTANTLY CRITIQUING MY WORK. I HATE THE PROCESS BUT I LOVE THE END RESULT.” Yet, he’s one of the top content marketers in the industry. And isn’t content marketing all about writing? As Miller puts it, he works on his writing every day. He’s constantly writing, rewriting, reading,

editing, critiquing, rewriting, editing again, and finally submitting. In the end, he often likes what he’s written, he says, but every time the process sucks. And yet, it’s committing to that sucky process that’s made Miller one of the top modern marketers.

BIGGEST PIECE OF ADVICE: “YOU CAN’T WALK INTO AN INTERVIEW AND SAY, I’M A SOCIAL MEDIA EXPERT, GIVE ME A JOB.”

We asked Miller what makes a good content marketing candidate. Of course, writing “a lot” tops his advice chart. But apart from that, he offered some concrete advice on what makes a good content marketer.

1. The Candidate Writes Every Day. This is the cornerstone of any good content creator. The ability to tell stories, write complete sentences, and come up with something compelling takes practice. So practice. 2. The Candidate Has Standards. The successful content marketer embodies high standards and doesn’t believe content marketing should be a bunch of fluff or clutter. “There is a lot of awful content out there. I can’t believe that someone can publish something that’s so horrible, look at it, and go, ‘people might think that’s interesting’,” Miller says. The candidate should create content that inspires, educates, and sometimes entertains. That’s the magic formula.

WRITING IS AN ART. FIND PEOPLE WHO USE THE RIGHT WORDS.

3. The Candidate Has A Filled Out LinkedIn Profile. Okay, so Miller works for LinkedIn, but this isn’t a brand push, he says. It’s a real concern when hiring a content position. Too many people apply

for digital marketing roles without considering their online identity. When hiring look for: • Up-to-date work experience and resume information. • A current, professional picture. • A photo that does not have a beer in it. LinkedIn is the modern resume, and a place where content marketers who understand the digital space can shine. 4. The Candidate Isn’t One-Dimensional. Today’s successful marketers aren’t just good at one thing; they’re hybrid marketers. They integrate old and new marketing tactics into one overall marketing strategy.

5. The Candidate Should Actively Participate in Social. She or he doesn’t have to be an expert, but if you’re looking to hire a stellar content marketer that person has to have a good handle on social. In Miller’s words: “If you’re not actively participating in social, or engaging content….you have no business working on a team I hire for.” 6. The Candidate Has A “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 even an engaging Flickr profile. “Some sort of example is necessary,” like a highlight reel of all your social/content/writing impact and analytics. 7. The Candidate Should Read and Pay Attention. A candidate should know which blogs and books to read to keep up on content trends, tactics, and news. “YOU HAVE TO BE ABLE TO WRITE WELL. THAT IS KEY. IF YOUR WRITING SUCKS, YOUR CONTENT IS GOING TO SUCK.”

Think Big: Building A Content Factory You’re no novice. You’ve already got a content director hired and you’re ready to build out a complete team. Welcome to the advanced content hiring guide. This section is designed to assist the 19% of marketers who have six content employees or more, as well as those looking to grow their teams to that size. It addresses questions like: Where do we build out our current team? Where do we need the most people? How far will our budget stretch?

1.09% of marketers have 25+ people on their content teams. How Do We Build Out Our Content Team? Content teams are always a reflection of brand expertise and audience. Whether you team is two people or 25, the core principles don’t change. With that in mind, reflect on your core objectives and use them to build out your team. Here are a few

examples we see often in the marketing industry. Is your audience avant-garde? Then standard blog articles might not be for you. Being an early adopter of new social outlets and mastering may be your edge. Is your audience more traditional? Adopt an approach that suggests more â&#x20AC;&#x153;reliability.â&#x20AC;? Writing thoughtful whitepapers, webinars, and eBooks might woo this audience. With that in mind, here are some of the most popular infrastructures for content teams:

The Avant-Garde

The Classic B2B

The Visual

How Far Will My Budget Stretch? Thereâ&#x20AC;&#x2122;s no single answer to this question. So we asked 528 marketers how much they typically pay content marketers. Their answers can help you plan, benchmark, and budget.

Average Salaries ENTRY-LEVEL CONTENT POSITION

MID-LEVEL CONTENT POSITION

DIRECTOR-LEVEL CONTENT POSITION

$41,584

$60,443

$103,928

Job Templates for the Most In Demand Titles Weâ&#x20AC;&#x2122;ve researched the top job postings, asked experts, and reflected on our own job listings to provide you with job description templates. Feel free to copy andpaste any or all of the following job descriptions in your own hunt for talent. Or use the job description template to fill in your own needs, requirements, and salaries.

Director of Content Marketing Average Salary $79,000

Job Description The Director of Content Marketing is a passionate and experienced content marketer who will lead our companyâ&#x20AC;&#x2122;s content marketing strategy/ vision. This person works directly with the VP of Marketing, identifies content goals and initiatives, and works with the rest of the marketing/content team to execute those goals to drive awareness and sales through content. A successful candidate must have a solid understanding of inbound marketing, demand generation and lead management, as well as expertise in creating engaging content for all digital outlets (including website, collateral, email, blogs and social networks). The ideal candidate is seen as an expert in the B2B marketing space and loves to write â&#x20AC;&#x201C; we mean really loves to write. This person can articulate our business in a compelling, way. He or she is as much a marketer as a content editor, and has experience in either journalism, trade publications, or other B2B content marketing. Desired Skills & Expertise -

• 7-10 years of digital marketing or content marketing experience, preferably in the B2B industry

• Master’s/Bachelor’s degree in Journalism, Marketing, or related field

• Excellent verbal and written communications skills • Proven ability to develop KPIs and dashboards and benchmark reports to measure content engagement success

• You thrive in an accountable, metrics-driven environment

• Creative thinker and leader with the ability to deliver an excellent product under tight deadlines

• Proven ability to collaborate and manage a team as well as multiple projects

Managing Editor Average Salary $53,000

Job Description We are seeking a top-notch editor who is passionate about digital publishing and the future of marketing. The Managing Editor works closely with the Senior Content Marketing Manager to execute on content objectives and goals. He or she organizes all content creators within the organization - both in-house and freelance - to ensure that our story and “voice” is consistent through our various modes of communication: email, blog, content campaigns, and eBooks. The successful candidate is a wordsmith, a stickler for grammar, and considers it a bad day when a typo is published in a headline. The person is detail-oriented and organized, and must able to work on tight deadlines. Ideally, he or she has experience in the B2B marketing space, and understands digital marketing, content marketing, and sales enablement. Desired Skills & Expertise • 3-5 years of digital marketing or content marketing experience preferably in the B2B industry

• Bachelor’s degree in Journalism, English, PR, or related

field

• Excellent verbal and written communications skills • Attention to detail • Proven ability to communicate with, and organize, a varied group of contributors

• Knowledge of B2B marketing

Content Marketing Manager Average Salary $68,000

Job Description We are seeking a talented marketer with a passion for writing and storytelling to join our company as a Content Marketing Manager. The Content Marketing Manager is responsible for developing ongoing stories, articles, and angles for our brand’s digital publications including: whitepapers, SlideShare presentations, eBooks, videos, web copy, and the blog. This person is extremely creative and works well in a fast-paced, deadlinefocused environment. To be successful, the Content Marketing Manger must understand how information is read and interacted with in a digital space, and specifically in B2B segments. Apart from being a demonstrably great writer, this person “gets” how people interact with the web in order to transform simple brand concepts into engaging, interactive - and ideally - shareable stories. Ultimately the Content Marketing Manger is responsible for engaging new business and driving leads to our sales funnel. Desired Skills & Expertise • 3-5 years of digital marketing or content marketing

experience preferably in the B2B industry

• Bachelor’s degree in Journalism, English, PR, or related field

• Proven written communication skills, ideally with published content, in either online or traditional media.

• Exceptional ability to tell stories • Exceptional understanding of the blogosphere, social media, and how to get users to engage with content

• Understanding of how content marketing, PR, email marketing and social media interact and bolster the overarching brand initiatives and goals

• Self-starter who owns his/her own success metrics and is self-motivated

• Knowledge of B2B marketing is recommended

Community Manager Average Salary $51,000

Job Description The Community Manager works closely with the Marketing and Sales teams to understand the desired results of web-based marketing as a means to engage and build relationships with consumers, target audiences, and key influencers in our industry. To be successful, the Community Manager must be completely web progressive (think could be a personal tutor for: Radian6, Buffer, Sprout Social, TweetDeck, HootSuite, Feedly, Boxer, Evernote - and probably a half dozen more), and exceptional at both starting and listening to online conversations that are important to our customers and brand. Understanding pop culture, being witty, thinking creatively, and responding to conversations with urgency are essential. Outside of managing online conversations, the Community Manager is responsible for analytics, reporting, and benchmarking community activity as it fits within the larger organizational/ marketing goals. This includes being the lead for developing engagement strategy and maintaining

the social calendar in relation to the overall editorial content calendar. Desired Skills and Expertise • 2-10 years of online marketing experience either in community management, social strategy, or digital strategy

• Bachelor’s degree in Marketing/Public Relations or related field

• Expert user of social media, beyond Facebook, Twitter, LinkedIn - including things like Radian6, Buffer, Sprout Social, TweetDeck, HootSuite, Feedly, Boxer, Evernote, etc.

• Experience developing ambassador programs • Examples of community-building efforts either using social media or other platforms

• Proactive in creating conversations and seeking innovative ways to connect

• Ability to manage multiple conversations via multiple platforms: social, blog, email, internal, etc.

• Outstanding written and verbal communication skills • Ability to translate complex ideas into simple, intuitive communications

• Experience in developing engagement strategy

Web / Interactive Designer Average Salary $73,000

Job Description We are seeking a top-quality Graphic and Web Designer. The Designer is responsible for designing and developing world-class online (and sometimes offline) marketing, branding, and web solutions often from concept to completion. The successful candidate must be highly experienced in web, graphic, print, interactive, and innovative design and maintain a high level of artistic standard, and usability. This is a fast-paced position, and works intricately with all aspects of the business from product to marketing to sales and engineering. A proven design talent and expert knowledge in HTML, CSS, WordPress, and the entire Adobe Creative Suite is required, as is an excellent artistic eye for visual storytelling. On a day-to-day basis, this role is responsible for creating, updating, and maintaining content for the corporate website, email, landing pages, and other web properties as well as innovative content pieces. He or she must ensure all elements of the UX (interface design, navigation, etc.) meet our

business objectives and user needs. Apart from owning the basic skillsets necessary for talented design, the Designer has advanced understanding web design including its trends, limitations, and challenges (responsive, mobile, tablet). He or she displays curiosity and is always on the lookout for great design and loves to bookmark amazing sites. The successful candidate can self-manage multiple projects and is organized enough to keep track of all graphic and web-based design needs. Desired Skills & Expertise • 5+ years of web design experience • Degree in graphic design or a related field • Well-versed in: HTML and CSS fundamentals, ASP, ASP. net, C#, jQuery, CSS, xHTML, responsive web design, mobile design, agile development, HTML5 and CSS3 knowledge a plus

• Stays current with \ web design technology, coding languages, and emerging media communication channels and trends

• Experience with Content Management Systems • A passion for delivering beautiful, effective, resultsfocused, creative work

Videographer

Average Salary $51,000 Job Description We seek an in-house Videographer to join our company’s content marketing team. The Videographer works closely will the content marketing team to produce compelling, shareable video content for our target market and audiences. The videographer works closely with the Senior Content Marketing Manager and Graphic Designers to execute concepts thorugh to completion. This person must have exceptional video experience in pre-production, production, and a technical command of post-production tasks. Whether his/ her expertise is in Adobe Premiere or Final Cut Pro, doesn’t matter, but what does matter is their ownership of the program and ability to craft tothe-point videos that drive home messaging. The ideal candidate has a master mind for visual storytelling. He or she is a self-starter and can easily generate video ideas to support the overall content marketing goals without oversight. Desired Skills & Expertise • 3-5 years in video production

• Bachelor’s degree in Film, Film Studies, Art, English, or related field

• Experience as an in-house videographer is a plus, but not necessary

• Proven command of post-production video editing software

• Deep knowledge of digital production platforms, including social outlets, as well as key video influencers and grassroots trends

• An ability to conceptualize modern video needs in order to capture and communicate brand messaging

• Willingness to travel

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Thank you, and good luck in hiring!

Sources • The 2014 Kapost Content Hiring Survey • Content Team Job Description Templates • Content Marketing Institute’s 2014 Benchmarks, Budgets, and Trends - North America • Average salary data from www.indeed.com A special thanks to:

• Ann Handley (follow her @MarketingProfs) • Jason Miller (follow him @JasonMillerCA) • Joe Chernov (follow him @JChernov)