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What A Fractional Content Marketing Manager Can Do For Your Business: A Comprehensive Guide

There is a lot of confusion when it comes to figuring out the role of a content marketing manager, and a fractional one at that.

When I decided to transition my agency from a traditional agency model into a fractional marketing agency (fractional of one), I also had a lot of questions about what a content marketing manager does and doesn’t do.

I wrote this blog to answer some of the most common questions about content marketing managers and their role in a growing business.

Let’s start with the basic FAQs regarding the industry and get more specific about what a fractional content marketing manager can do for your business.

1. What are the different types of content marketing?

Content marketing is a type of digital marketing that focuses on creating, publishing, and distributing content to a target audience in order to drive customer engagement, increase brand awareness, and, ultimately, generate more sales.

Content marketing can take many forms, including blog posts, videos, eBooks, infographics, and podcasts, just to name a few. When choosing a fractional content marketing manager it’s essential to make sure they have a range of experience in the various forms of content your business uses.

Over the years, I’ve created a variety of content types ranging from course curricula, videos, blogs, clinical care paths, brochures, ebooks, and more. My unique background sets me up as a diverse content marketer with a range of experience that works across industries.

Take a look at my portfolio to see the wide variety of content I’ve helped create for businesses over the years. 

2. What types of content marketing are best for my business?

The types of content marketing that are best for your business depend on a variety of factors, including the industry you’re in, your target audience, and the types of content that will most effectively engage your audience.

With that said, some of the most common and effective types of content marketing include blog posts, eBooks, white papers, infographics, webinars, videos, email campaigns, and social media campaigns.

Ultimately, experimentation can be a great way to discover what types of content are most effective for your business. Just because you tried something that didn’t work in the past doesn’t mean it won’t work for you with a few tweaks here and there.

Experimentation and A/B testing is a critical component of content marketing. A fractional content marketer with a range of experience can give you a new view of the best strategies for your business.

3. What is thought leadership in content marketing?

Thought leadership in content marketing is a strategy of creating and sharing content that is valuable and relevant to your audience and demonstrates that you have expertise in the topic area. It’s an opportunity to be seen as an authority in your industry and to get your message out in a helpful and interesting way.

The goal is to go beyond promoting your products and services and provide valuable insights to your audience. Thought leadership can be in the form of blogs, videos, and inspiring posts on LinkedIn.

Regardless of the format, thought leadership content should be well-researched, well-crafted, and provide actionable advice. By creating and sharing thought leadership content, you can elevate your brand’s reputation and establish yourself as an expert in your field. This can help to attract new customers, build relationships with existing customers, and even make it easier to partner with other companies.

4. What is user-generated content marketing?

User-generated content marketing (UGC marketing) is a marketing strategy that relies on content created by your customers, followers, and other people in your target audience. This content can come in many forms, such as videos, photos, reviews, testimonials, and other forms of digital media.

UGC marketing is about leveraging the power of user-generated content to engage and connect with your existing customers, build relationships with new prospects, and create more brand awareness. At its core, UGC marketing is about giving your customers and followers an opportunity to become part of your brand story.

Creating genuine relationships with your customers through UGC can lead to more sales, referrals, and opportunities for your business. UGC is becoming increasingly popular as a marketing tool because it provides a unique opportunity to connect with your audience more naturally, authentically, and meaningfully.

I’ve created UGC for brands and highly recommend that the e-commerce brands I work with embrace this marketing method for brand visibility.

UGC marketing is more common in the e-commerce space but is gaining traction in other business industries since it’s so effective.

5. How do content marketing managers use influencer marketing?

Content marketing managers use influencer marketing to leverage their industry and consumer contacts network to spread the word about their business.

Through influencers, content marketing managers can reach a larger target audience, increase their brand’s visibility, and build trust with potential customers. Influencer marketing sounds similar to UGC, but there’s a distinct difference. Influencers have a professional relationship with a brand, while UGC is from actual customers.

One of the best examples of influencer marketing is the Amazon Influencer Program. Amazon pays influencers to market products for Amazon (and to a lesser extent) the actual brand itself.

Brands who sell on Amazon can take advantage of this program and source brand influencers to promote their products on Amazon. Even if your product isn’t sold on Amazon, you can take advantage of influencer marketing to share on your business’s social channels.

When working with influencers, content marketing managers can use influencers to create content consistent with their brand’s message and mission. This content can be shared across social media platforms, blogs, and websites. It can also be used to drive more traffic to their website and to attract more followers.

To get the most out of your influencer content, consider having the influencer shoot a few hooks, CTAs, and body videos so you can have a variety of content to mix and match. Overall, influencer marketing can help engage followers and reach new audiences.

6. How can a fractional content marketing manager help my e-commerce business?

A fractional content marketing manager can help e-commerce businesses in various ways. They can work with you to develop a content marketing strategy tailored specifically to the needs of your business. This strategy will become the foundation for all the content you create and share, helping you to reach your target audience and drive sales.

A crucial part of an e-commerce brand’s strategy includes a content calendar that details key events during the year. For example, a key event for many e-commerce businesses is Black Friday and the time leading up to it.

A fractional content marketing manager can help craft email campaigns and flows to help convert new and existing customers into revenue for the company.

They can also help you develop copy for your website so visitors understand your products and services and are persuaded to purchase.

Lastly, a fractional content marketing manager can help you create social media content that drives engagement and attention to your brand.

In short, a fractional content marketing manager can help you create content that helps your e-commerce business reach its goals. They can help you create content that resonates with your target audience, increases your visibility on search engines, and drives traffic to your website.

7. Can a content marketing manager create cold email campaigns for my business?

Yes, a content marketing manager can create cold email campaigns. Cold email campaigns are an effective way to reach potential customers or other stakeholders, and content marketing managers are well-equipped to create effective campaigns.

Content marketing managers have a deep understanding of how to deliver persuasive messages and are also familiar with the various techniques used to craft compelling subject lines and calls to action that encourage recipients to click through and interact with the content.

Cold email was how I marketed myself when I first started offering fractional content marketing services, which I still use today. It’s an effective marketing medium and has been so for a very long time.

Additionally, content marketing managers have the ability to track responses and measure the success of their campaigns. Tracking email responses and learning how to read “buyer intent” was pivotal when running email campaigns. 

8. Do content marketers write general business email campaigns?

Yes, content marketing managers do write email campaigns.

If they can pull off cold email campaigns, they can surely write general business emails. In fact, content marketing managers are responsible for creating and managing all types of content-based marketing campaigns, including email campaigns.

They determine the target audience and research topics related to their product or service as part of their work. Then, they create the content and plan out the timing and content of emails for the campaign.

Depending on their role in a company, they can also design the emails, write compelling copy, and track the campaign’s success. 

9. Is fractional content marketing a good fit for my business?

Hiring a fractional content marketer can be a great way for businesses to get the most out of their content marketing efforts. It can help you save time, money, and resources while allowing you to focus on the most important tasks in your business.

Fractional content marketing works by having an outside individual create and manage content for a fraction of the time and cost it would take for you to manage it yourself or hire a W2 employee. This can be especially helpful for businesses that don’t have the resources or expertise to manage content creation and optimization themselves.

Fractional content marketing also helps businesses stay on top of the latest trends and technologies. This can be highly beneficial as it allows businesses to take advantage of the latest tools and strategies in order to create more successful content.

Having an outside professional manage the content allows your business to focus on other areas and reach its goals faster. In summary, fractional content marketing can help businesses maximize their content marketing efforts and stay on top of the latest trends.

10. Can fractional content marketing managers serve as the sole marketing role in a company?

Yes, fractional content marketing managers can serve as the sole marketing role in a company. This is because a content marketing manager is responsible for developing content strategies that create and maintain relationships with customers, build brand awareness, and increase sales.

This role involves developing content that resonates with the target audience, managing content creation and distribution, and measuring the effectiveness of content campaigns. Having a fractional content marketing manager as a company’s sole marketing role can be beneficial because they will have a deep understanding of the company’s brand and customers.

They will also be able to identify and create content that will engage and grow the customer base. Furthermore, they will be able to measure the impact of the content campaigns, which will enable the company to make informed decisions about its marketing strategy.

A fractional content marketing manager can also benefit a company in that they are typically hired on a contract basis and can be adjusted to fit the company’s needs, allowing the company to only pay for the services they need. This can be very cost-effective for a company and much more efficient than hiring a full-time content marketing manager.

In conclusion, having a fractional content marketing manager serve as the sole marketing role in a company can be beneficial as they will have deep insights and understanding of the company’s brand and customers, they will be able to identify and create content to engage and grow the customer base, and they can be hired on a contract basis to fit the needs of the company.

If you’re looking for a fractional content marketing manager to help you grow your business, book a call here for a 30-minute call to see if we’re a good fit. 

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