7 Necessary Content Marketing Skills to Generate More Leads

Copywriting, repackaging, and data analysis are all part of the deal

Steven J. Wilson
Mar 31 · 6 min read
bongkarn thanyakij on Pexels

How do you craft compelling content that engages and keeps audiences glued to your message?

Learning effective content marketing involves understanding the true purpose of your content and the mechanics that drive engagement. It’s an elaborate and exhaustive process.

It’s important to understand what it takes before you start your first or next campaign. Here are seven content marketing skills you must have.


1) Research What Your Audiences Want

To prevent the above from happening, your researching skills have to be on point. Researching provides valuable insight into your customers and allows you to create content that supports your key messages.

Use forums, social media, and SEO tools to uncover your customers’ pains and desires. Try and determine the following based on the topics that are being discussed:

Who are your audiences?

Where can you find your audiences?

What are their problems and primary concerns?


2) Create Content With a Purpose

Content that emotionally connects with its audience is only half of the job, it should also contain a relevant call to action.


3) Know How to Capture Attention

Write attention-grabbing headlines

Start the habit of going on Buzzfeed to see which headlines are working. Try to incorporate something that keeps your readers up at night or pose a solution to a problem they have. This will grow your readership.

Hook them with the opening lines

Call out. Call out the reader or target audience so they know the content is written for them.

Description of the problem. The article should describe the problem that the reader is having.

Solution. This hints at the answer the reader will get by reading the article.

Use the CDS formula to lure your audience into reading the rest of the content. People can be pretty self-absorbed— an introduction that seems to be written for them will make them hungry to read the rest of the article.

Use the right meta descriptions to increase CTR

One tip for writing a good meta description is to include relevant keywords. Also, include a call to action to entice your audience to read on.


4) Write Compelling Copy

This could be as simple as signing up for your newsletter, subscribing to your YouTube channel, or buying a product.

Learning the subtle art of psychology can result in a compelling, articulately written copy. Studying the basics of Maslow’s Hierarchy of Needs is an excellent way to start.


5) Know How to Repackage Successful Content

Building backlinks through guest posts

Create a series of eBooks

Google looks for this when evaluating the quality of a page — it’s expertise, authority, and trustworthiness (E-A-T).

Offer a compelling lead magnet

Package related content as a lead magnet in different categories on your site. This allows you to have a targeted opt-in form and to design your email sequences appropriately. If you have the skill, turn your articles into interesting videos. This tends to convert better on lead pages.

Use it as social media content

To be clear, I’m not suggesting that you just post a link or copy and paste your article on social platforms. I’m referring to actually pulling pieces of content and creating multiple images to promote your post or chopping up your video into bit-sized nuggets of information to share and promote.


6) Measure Data Accurately

A few metrics to look out for are:

  • Bounce rate and on-site time
  • SEO data and keywords that climbed higher in the search engines
  • How well it converts based on your call to action
  • How many social shares it gets and how audiences react to it

7) Strategically Use Links Within Content

Start with a Google search and link to sites that appear in the top ten. Google already views these websites as having a high authority, so it helps your page to link to it.

You can also use Alexa to find pages that are ranking 100,000 and below and linking to those websites. By doing this, you’re telling Google your page is the ultimate resource on the topic, which helps it rank better. Link from a previously published post to your new content to help Google find your content faster and so it gets indexed. This also helps with navigation for your website’s visitors.


Content marketing is a skill that will be in demand for a long time. The above (and necessary) talents will set you apart from the rest and help you be successful.

Better Marketing

Marketing advice & case studies to help you market…

Thanks to Niklas Göke

Steven J. Wilson

Written by

I’m a Founder, Digital Marketing Consultant and Content Creator on all things digital. See my latest thoughts, tips, and tactics at StevenJWilson.com

Better Marketing

Marketing advice & case studies to help you market ethically, authentically, and efficiently.

Steven J. Wilson

Written by

I’m a Founder, Digital Marketing Consultant and Content Creator on all things digital. See my latest thoughts, tips, and tactics at StevenJWilson.com

Better Marketing

Marketing advice & case studies to help you market ethically, authentically, and efficiently.

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