Digital Marketing | What Is A Content Creator

We explore the role of the content creator in today’s digital world... from what it is, through to how to be successful. 



From web development to digital marketing, the online world has created many different career opportunities for today’s professionals looking to take advantage of exciting new platforms. 

For students of our new Digital Music Marketing degrees, content creation is a potential future career avenue and one that is also accessible to many while studying. Excitingly, we've also just launched our brand-new BA (Hons) Digital Marketing and Content Creation degree too. Starting in 2023, the programme offers a unique blend of theoretical modules and practical experience, allowing students to build a professional-standard portfolio of work to set them up for a potentially lucrative career as a content creator.

But what do content creators do and what platforms do they use?

Here, we’ll explore the kind of content these professionals work on, the types of content that cut through the digital noise and the best ways to source opportunities in this ever-evolving world... 

What is a content creator

Content creators provide information and material across any platform or channel. They usually target a specific end-user/audience in particular industries or sectors. They then contribute this in any format: blogs, news, image, video, audio, email and social media updates. 

In the publishing, communication, and art industries, content can be defined as information, such as writing, speech or visual graphics, expressed through a medium to communicate value to an end user.

For organisations and businesses, content is what their audience gains value from, whether it be information, guidance or more. 

Where is content published


You are currently reading a piece of content and our blog is full of articles, guides and interviews

You can also find it shared on other platforms including Facebook, Twitter, Instagram, and YouTube

It often takes the form of:

  • Articles
  • Infographics
  • Video interviews
  • Podcasts
  • White papers
  • Social media content 

You can focus on one specific area of content rather than attempting to master all of these channels. Not every writer can edit video too and not every video editor can write copy. This means there are different opportunities for you to focus on to find your own area of expertise.

What is the value of great content

Increasingly, businesses are understanding the value of working with content creators. Engaging, high-quality content can help businesses: 

  • Establish themselves as thought leaders in their industry
  • Foster a community surrounding a brand or organisation
  • Engage and interact with a potential audience or customer
  • Show what your organisation cares about and your values 
  • Demonstrate expertise, knowledge and sector-specific skills

How to be a Successful Content Creator 


The world of content creation is one that moves fast, constantly impacted by the arrival of new platforms, technology and trends. The actual creation of content is only one element of what these digital story tellers need to do to succeed. Here's some guidance and advice on how to succeed in this world...

Stay on Top of the Latest News and Trends

If you're looking to progress your career, then you need to stay plugged into what is happening in the wider industry. For example, if the music industry is where you're looking to make your mark as a content creator, then followed sector-specific media outlets. 

The likes of Music Week, CMU and Record of the Day are all great starting points for orientating yourself in what's happening in the sector. Other organisations such as the BPI and PRS for Music are also worth following and engaging with. Look out for influencers on social media too. 


To a certain extent, your networks are just as important as your creative abilities. If you want to be a journalist or content creator, then you need to get yourself out there and at launches, trade shows or any other industry events. 

Not only will this allow you to engage with the latest discussions and debates related to your industry, but it will give you the opportunity to speak with and hear from leading professionals. 

While you can do this in person, online networking can help too, mainly via social media. You can follow, like and comment with industry-specific influencers, offer your services and generally foster relationships to help your network grow and source opportunities. 

Get to Know Your Audience 

Researching your potential audience can be a great way of fine-tuning the kind of content you create. The more you understand them and their motivations, then the more likely you are to come up with relevant and clickable content for them. This could be in the form of guides you've created yourself or relevant social media shares from the wider industry. 

Get Yourself Out There

In the world of content, job-seekers need to be proactive and do what they can to source opportunities themselves. This could come from scouring Twitter or LinkedIn or finding industy-specific job sites. For example, Music Business Worldwide and Music Week often share job details. 

At the same time, you can get in contact with companies directly to see if they need help with their newsletters or social media channels. Make sure your CV is ready to go, you have a covering letter or email and relevant work examples all to hand. 

Create all The Time 

If you're a copywriter, then you should try and write as much as you can to hone your skills. Writing is often referred to as a muscle which needs to be flexed if you are to improve your expertise. If you're writing for the web, then it can be wise to get an understanding of SEO best practice. 

Your content can be world-class but if no one reads it, then there's almost no point in creating it in the first place. A basic understanding of SEO will help you make sure your content rises to the top of any Google searches. 

Keep Track of What Works and What Doesn't

When you have produced some form of content, then you need to review how it is received. This can allow you to refine the kind of content you create and hopefully grow your audience. If this is online for your own website, then you can take advantage of Google Analytics for stats on how different pages on your website perform. 

On social media, platforms such as Twitter and Facebook will have some basic analytics within them. For deeper, more sophisticated insight, you can use platforms like Hootsuite for extra detail. 

Use the Latest Tools and Shortcuts 

Creating content goes beyond just writing words. Although this can be at the core of roles such as copywriting, you'll also need a good grasp of certain tools to make your life easier.

If you're looking to share content and get feedback from different stakeholders, then Google Docs can be an effective work around. If you need to come up with great social graphics, then a platform like Canva can be a game changer. You'll also find some great royalty free images on sites like Unsplash and Pexels.

Deep dive into the evolving world of music marketing

Our CIM accredited Music Marketing degree, that sits within our School of Music Business,  will help you gain a richly detailed understanding of digital marketing fundamentals and specialisms. You'll become a master of online content — someone who knows how to reach and influence people through multiple digital platforms.

To completely immerse yourself in your creative career, chat with our friendly Admissions Team via email or give them a call on 020 7328 0222.

Music Marketing
by ICMP staff writer
November 25, 2021
Back to Blog Home