8 Fascinating Jobs in Content Marketing

Thinking of a career in content marketing? Here are 8 fascinating jobs to explore.?

When I co-founded my content marketing company, Masthead Media, 10 years ago, there were very few roles in content marketing—and certainly no departments devoted to the practice. In fact, a full-time content job at a brand or agency was very much a novelty, and the concept of leaving a well-established job as a magazine editor in order to take one was unorthodox (and even a little risky!).?

Fast forward to today, and everything has changed. As content marketing has become an essential part of the brand marketing mix, demand is strong for editorial specialists and project managers who understand how to build out content programming and make it successful.?

The content marketing industry is expected to keep growing—it’ll be $400 billion by 2025—so it’s safe to say a career in content marketing comes with plenty of growth opportunities.?

Broadly speaking, content marketing jobs encompass anything content-related—with titles ranging from freelance writer to instructional designer to Chief Content Officer—which means there are countless avenues and roles to pursue.?

Whether you’re an aspiring marketer or looking to make a career change, or simply want to take your content career to the next level, take inspiration and advice from these eight intriguing women in content.

Lee Ann Antuna, Creator Inclusion Manager, Twitter?

The creator economy is estimated to be worth over $100 billion dollars, and more than 50 million people globally consider themselves to be content creators.?

Social media brands like Facebook, TikTok, and Twitter want to nurture relationships with creators—and ensure that the content served to audiences represents a variety of voices and perspectives. Lee Ann Antuna most recently served as Twitter’s first and only Creator Inclusion Manager, a role that focuses on leading the platform’s strategy to drive economic opportunities for diverse creators—and to make Twitter’s content marketing approach for brands more inclusive and intentional.?

For anyone who aspires to create a new role that solves a unique need, Antuna recommends finding ways to incorporate that potential role into their current position. She suggests that “carving out time to experiment with projects that fall outside your job description can be an opportunity to learn what you’re passionate about.” Antuna continues: “Growth is a part of everyone’s job—consider these sorts of projects as a part of your role versus something you conduct on top of your responsibilities.”

Robin Bennefield, Editorial Director, Marriott Bonvoy?

Storytelling is the foundation of content marketing, which makes those with journalism backgrounds a natural fit for the field. This was certainly the case for Robin Bennefield.?

After beginning her career in traditional journalism roles, Bennefield eventually found herself working on the digital side of media, producing web content for shows on Discovery. Now, in her role as Editorial Director of Marriott Bonvoy Traveler, she oversees storytelling across the company—from travel articles to landing pages to podcasts.?

For anyone interested in a similar role, Bennefield suggests: “Hone your craft as a storyteller—whether you do that through journalism, film, podcasting, or social media—whatever medium speaks to you. It’s easy to navigate different roles in this space if you know how to tell a good story.”?

Iman Isla Bashir, Founder, Craftly.AI

Whether you’re a small startup or an established entity, content is the driving force behind most marketing—and an essential component for any business looking to stay competitive.?

As the founder and CEO of Crafty, an AI-powered copywriter, Iman Isla Bashir architects solutions that empower marketers to produce original, high-performing content in seconds.

To thrive in content marketing, Bashir recommends consistency: “You should be putting out a minimum of one piece of content per day. Tweet, post a Reel, or share your thoughts via a LinkedIn post. This engagement will not only harness a following but get people invested in the story of you and your product.”

Mia McPherson, Freelance Content Writer, Self-Employed?

Careers in content marketing are as diverse as the content itself. Mia McPherson, who has worked in content marketing for several enterprise software companies, left her full-time job as Content Director of Oracle last year to be a stay-at-home parent and to freelance as a writer and content strategist.

“It’s such a joy to continue my content career in a capacity that’s flexible and works for me and my family,” says McPherson, who has worked freelance content jobs off and on throughout her career.

McPherson says the key to successful freelancing is all about relationships. “I’m fortunate to know and have built relationships with brilliant, successful people who I can reach out to when I’m seeking new projects or who think of me when they’re looking for a freelancer. And I do my best to pay it forward.”

Alison Jarris, Global Demand Content Marketing Lead, Google Cloud

Content marketing is relevant for companies of all sizes and industries, from consumer brands to B2B companies—and yes, even tech giants!

After beginning her career in consulting, Alison Jarris learned the “ins and outs of process optimization, client management, and how to establish marketing and communications programs for diverse client needs and goals,” she explains. She now leans on the processes she learned throughout her career in her current role as Demand Content Marketing Lead for Google Cloud.

To succeed in content marketing, Jarris suggests prioritizing subject matter expertise. “Never be afraid to get down and dirty in the research to back up your content and truly understand the subject matter you are publishing.”?

Tess MacGibbon, Senior Director, Thought Leadership & Health Care, The Lacek Group

Many enterprise-sized brands want to position themselves as experts in their industries as a way of marketing to other brands—and generating business leads who may become future customers. They can do this by creating thought leadership content, articles, social posts, white papers, and other assets that express the views and values of the brand (and its executives).

Tess MacGibbon brings a unique perspective to content marketing, as she started working in the space long before it was developed into a specialized craft. As a developer of The Lacek Group’s go-to-market strategy, MacGibbon articulates how she advocated for a more content-focused department: “I kept pushing for content we could leverage for storytelling, as proof points to support our areas of expertise, and to grow our audience reach. Within a year, I was asked to develop and lead a new thought leadership practice, which we built from the ground up.”

MacGibbon believes that the keys to thought leadership success include owning expertise in your space, taking risks to solve challenges, and resisting the urge to create content that falls outside your organization’s bailiwick because a topic is trendy or momentarily relevant.?

Jennifer Martin, Senior Content & Social Media Marketing Manager, Sony Electronics?

For content marketing to be successful, you need to know your audience—who they are, their interests, behaviors, and where they consume content.?

“Once you understand your customer, you can create compelling content that will truly resonate with them.” says Jennifer Martin. Throughout her 15-year career at Sony Electronics, Martin has built the brand’s presence within the social media space and has led various company-wide creative and content marketing initiatives. She explains: “When you marry your content and message with customer behaviors, you build a connection. You start talking with them, instead of talking to them.”?

Within content marketing, Martin suggests: “Don’t be afraid to test and try. Be agile and willing to change content as trends change. This provides more data and insight into your customers and overall leads to better connections.”?

Megan Gilbert, Vice President/Executive Editorial Director, FORTUNE Brand Studio?

Megan Gilbert began her career in book publishing and blogging and cut her teeth in branded content at digital-first organizations, including Gawker and VICE.?

Gilbert now oversees teams of strategists, editors, program managers, producers, and designers to create award-winning content that resonates with the business-focused Fortune audience. Her role involves interviewing a CEO one day and stepping away from the desk to plant trees in the Andes mountains with her team the next.?

“A sense of wonder and adventure is a must for a career rooted in storytelling. Problem-solving, strong communication skills, and a sense of what your audience will respond to is also critical. If you’re doing it right, you’re always on your toes, and confident about what you are producing.”?