What is a content creator?

A content creator is an important member of any organization’s marketing team. Content creators act as communicators for your organization, both internally between organization members and externally to current clients, prospective clients, and competitors in your field. Many content creators are formally educated in fields like marketing, journalism, and broadcasting. They use their research, strategy, and planning skills to strengthen the presence of an organization, help that organization stay relevant, and increase outreach in new client markets while maintaining the current client base.

What is content?

Content is typically material that is both informative and entertaining. Specifically, in the context of marketing, content can be digital materials like blogs, subscription-based newsletters, e-books, videos, podcasts, photos, social media posts, infographics, and more. These materials help convey messages in an approachable, easy to digest format and can be diversified for different kinds of audiences. Internally, content can include company-wide emails and newsletters, or a designated intranet that keeps members informed about their organization, celebrates the achievements of their team, and relays updates regarding internal policies and procedures.

What can a content creator do for your organization?

Content creators improve internal and external messaging to help establish an organization’s unique image. Internally, content creators encourage collaboration and facilitate interactions between different departments of your organization, which helps your organization’s members anticipate issues, get creative in problem solving, and keep their morale high. Content creators also help disseminate important updates to policies, procedures, and other information that may be pertinent to day-to-day operations. Having a designated content creator allows for updates to be distributed in both a timely and eye-catching way, ensuring that all members receive information and can begin using it effectively.

Externally, content creators help an organization stay relevant and on top of their market. Many companies are remembered by their mascots, jingles, logos, slogans, or spokespeople. Each platform has a different audience, and a content creator can help tailor an organization’s messages and media for those unique platforms; this ultimately means that your organization’s message is being heard by more people, increasing the overall exposure of your organization. This exposure can be critical for startups, emerging businesses, and established businesses alike.

A content creator also helps shape the public image of an organization and monitors how effective those strategies are in maintaining clients and securing new ones. Part of their skillset includes comparing how your organization stacks up to the competition by using digital engagement metrics and staying up to date on current marketing trends and tactics. Similarly, content creators can improve search engine optimization (SEO), meaning that they can help ensure that when a former, current, or prospective client uses Google or any another search engine, your organization is one of their top search results. Even outside of your internet presence, content creators help create eye-catching displays and written material to be distributed at conferences or career fairs.

Both online and in person, content creators are one of the first points of contact between your organization and the outside. They are essential tools for communicating your organization’s message, answering client questions, and creating a unique and impressive image for your organization.

Does your organization engage with content creators? If so, Halloran & Sage is available to represent your organization in content creator matters, especially with respect to endorsements, sponsorships, and other relationship-based agreements. Please note that this post is not legal advice and is meant for informational purposes only.

Endnotes

Content creator job description, Linkedin Talent Solutions, https://business.linkedin.com/talent-solutions/resources/how-to-hire-guides/content-creator/job-description.

Erika Lenkert, What is a Content Creator and How to Become One, Adobe Express (Dec. 10, 2020), https://www.adobe.com/express/learn/blog/content-creator#:~:text=As%20a%20far%2Dreaching%20field,websites%2C%20blogs%2C%20and%20more.

Indeed Editorial Team, How To Become a Content Creator in 2024, Indeed (Dec. 19, 2023), https://www.indeed.com/career-advice/finding-a-job/how-to-become-content-creator.

John Hall, Why Content Creation Is Essential For Your Business And How You Can Improve Your Approach, Forbes (May 8, 2023, 12:36 PM), https://www.forbes.com/sites/johnhall/2023/05/07/why-content-creation-is-essential-for-your-business-and-how-you-can-improve-your-approach/.

The Ultimate Guide for Easy and Effective Content Creation, Rockcontent (Jun. 20, 2021), https://rockcontent.com/blog/content-creation/.