There’s content everywhere you look! It feels like there’s an insatiable need for it. That’s a major reason why I decided to ditch my comfy sales job a decade ago and become a full-time content creator. But what does a content creator really do? (Hint: It’s not all about posting memes.)

There’s a bit of irony in that last statement… Let’s pull back the curtain and see what content creators do, how much they earn, and how you can become one. This article is a must-read for aspiring content creators, businesses looking to enhance their marketing with more content, and those seeking to hire skilled content creators. Ready? Let’s dive in!

Table of contents

• What is a content creator?
• Types of content creators (and what they do)
• What is a content creator salary in 2023?
• How to become a content creator

What is a content creator?

Content creators are the creative minds who brainstorm and produce diverse forms of content. Their goal? To generate revenue, either for themselves or for an organization. The content they craft can be shared across a wide array of channels and mediums, from social media platforms and websites to traditional print publications.

To be fair, anyone who shares a snapshot of their adorable pup on Instagram technically qualifies as a content creator. And content itself can encompass a vast spectrum, including full-length films and captivating novels. However, in this article, we’re specifically focusing on digital content strategically crafted to help businesses attract more leads and convert them into loyal customers. In essence, we’re talking about content that plays a pivotal role in a well-defined marketing strategy.

Where do content creators work?

Digital content creators typically find themselves working in one of three distinct settings:

• Freelance: These independent professionals enjoy the freedom of being self-employed and often collaborate with multiple organizations.
• In-house: As direct employees of a company (like myself!), in-house content creators enjoy the stability of consistent work and a steady paycheck, though within a more structured work environment.
• Agency: Working directly for a marketing agency, agency-based creators often get to sink their teeth into a diverse range of projects, but may have less influence over overall strategy and established workflows. Freelancers often enjoy more flexibility but face the trade-off of less job security as they are responsible for securing their own clients and projects. In contrast, in-house content creators benefit from consistent work and a regular paycheck, but operate within a more defined and potentially less flexible work environment. Agency creators, on the other hand, usually find themselves working on a wider variety of projects but may have less say in shaping the overall strategy and influencing existing workflows.

Types of content creators

The tasks on a content creator’s to-do list can vary significantly depending on their specific niche. And to add to the mix, the lines between these roles can often blur; for example, an influencer creating engaging TikToks also wears the hat of a videographer. To keep things clear, I’ve compiled a list of the most common types of content creators, highlighting how each one typically operates.

Influencers and brand ambassadors

Influencers and brand ambassadors build and cultivate their own dedicated followings on various social media platforms. Their earning potential lies in recommending or selling products or services to their engaged audience. In a common scenario, brands collaborate with influencers, paying them to showcase and promote their products to their followers.

Contrary to popular belief, you don’t need a massive following of millions to be considered an influencer. In fact, some brands prefer to partner with nano influencers who have a smaller, yet highly engaged, following of a few thousand dedicated individuals. Beyond brand collaborations, some influencers venture into entrepreneurship by creating and selling their own unique product lines. Khloe Kardashian, with her successful Good American brand, is a prime example of an influencer turned businesswoman.

If the world of influencers piques your interest, now is an opportune time to jump in. The influencer marketing industry is experiencing rapid growth and is projected to skyrocket to a staggering $21 billion in 2023. That’s a massive pie you have the potential to grab a slice of—though be prepared to stand out in a sea of thousands of others.

Social media content creators and managers

This type of content creator specializes in crafting and producing captivating social media content tailored specifically for a brand. In many cases, they also take the reins in managing the brand’s social media accounts. Social media managers are the ultimate multitaskers. Their responsibilities often involve capturing eye-catching images and videos, writing compelling captions, meticulously managing publishing calendars, and strategically planning impactful campaigns. They also delve into the realm of social listening, carefully monitoring and analyzing online conversations to understand the brand’s reputation and sentiment among its audience. And if that weren’t enough, social media managers track key metrics and generate insightful reports to measure the effectiveness of their efforts. For aspiring social media mavens, Zaria Parvez is an inspiring figure to follow. She skillfully manages the social accounts for the wildly popular language learning app Duolingo.

Parvez consistently keeps things fresh and engaging by posting a wide variety of content, from informative product demos to fun dance challenges, across multiple platforms, ensuring Duolingo remains top-of-mind for its target audience.

Vloggers and streamers

Vloggers and streamers share similarities with influencers in that they cultivate their own dedicated audiences and leverage them for brand partnerships or to promote and sell their own products or services online. The key distinction lies in the mediums they choose to connect with their audience. Vloggers, short for video bloggers, create and share engaging video content on platforms like YouTube. Their content can cover a diverse range of topics, from sharing snippets of their daily lives to providing step-by-step tutorials on how to build something incredible. One such vlogger, Justine Nelson, hosts “The Debt Free Millenial,” a vlog focused on achieving financial freedom.

What makes Nelson’s vlog particularly successful is that she’s identified a specific niche, financial well-being, that resonates deeply with a particular audience, millennials striving for financial independence. Streamers, on the other hand, opt for live video content, engaging with their audience in real-time on platforms like Twitch. Viewers tune in to watch streamers play video games, unbox exciting new products, or simply share their thoughts and experiences. With a massive following of over 9 million on Twitch alone, Pokimane is a shining example of a successful live streamer.

If you’re considering the exciting path of a streamer or vlogger, it’s crucial to find a topic or niche you’re truly passionate about. You’ll be creating a significant amount of content, and if your heart isn’t fully invested, it won’t be long before boredom sets in.

Photographers and videographers

This category encompasses skilled professionals who specialize in capturing stunning still images or captivating video content (or both!). These visual storytellers have a myriad of avenues to showcase and monetize their work. They can establish their own social media channels, sell their captivating content to stock image websites, or collaborate directly with brands and social media managers. One particularly lucrative branch of this profession (pun intended) is product photography. Ecommerce brands, in particular, heavily rely on high-quality imagery and engaging video content to showcase their ever-expanding product catalogs and fuel their social media advertising campaigns.

Writers

Of course, writers are hands-down the absolute best category of content creators! 😉 We have the incredible opportunity to work across a wide range of mediums, crafting compelling content that informs, engages, and inspires. For instance, professionally written copy can be found in countless places, including:

• Informative and engaging blog posts
• Compelling website content
• Targeted email marketing campaigns
• Engaging video scripts
• Informative brochures
• In-depth e-books and white papers
• Captivating social media posts Like other content creators, writers can choose to work in-house, as part of an agency team, or embrace the flexibility of freelancing. Many talented content writers even build a successful career by writing for their own channels. Ann Handley, a renowned figure in the world of business writing, is a perfect example. She maintains her own blog, website, and email newsletter, establishing herself as a thought leader in her field.

Handley is her own content marketing guru, strategically using her digital channels to promote and sell her books, demonstrating the power of content creation.

Podcasters

The world of podcasting has witnessed explosive growth in recent years. In fact, the average person now listens to an impressive seven hours of podcasts each week. Brands, recognizing the immense potential of this captivating medium, are eager to get in on the action, either by advertising on established podcasts or launching their own branded shows. Podcasts offer a diverse listening experience, ranging from bite-sized, two-minute motivational talks to multi-hour deep dives into historical events. Some podcasts adopt an episodic format, with talented actors bringing captivating stories to life, while others focus on providing valuable information and insights on virtually every topic imaginable. Professionals involved in the world of podcasting can take on various roles, from hosting and producing to writing compelling scripts—or even all of the above! “SEO 101” is an excellent example of an informative podcast that breaks down the fundamentals of search engine optimization, making it accessible to a wider audience.

Interestingly, the hosts of this popular podcast run their own respective agencies, showcasing how a well-crafted podcast can serve a dual purpose. It generates advertising revenue directly, while simultaneously increasing brand awareness for the hosts’ marketing businesses—a true win-win situation.

What is a typical content creator salary in 2023?

We’ve all heard the stories of influencers raking in substantial sums. Take MrBeast, for instance, who reportedly earns a staggering $10 million from his YouTube videos alone.

Source While it’s certainly encouraging to dream big and aspire to reach such heights, it’s also wise to be aware of the average earnings for content creators. Just in case you don’t quite hit those astronomical figures right off the bat. For freelance content creators, Glassdoor reports an average annual income exceeding $53,000. However, it’s worth noting that this pool includes individuals who freelance as a side hustle, meaning their part-time earnings could potentially skew the average downwards. Experienced freelance writers or videographers can typically command rates ranging from $35 to $100 per hour of dedicated creative time. And I personally know several full-time freelance content creators who have successfully built six-figure businesses. For those in in-house roles, Zip Recruiter indicates an average annual salary of $115,733. Meanwhile, data from Indeed suggests that content writers earn an average of $20/hour.

Based on my own experience, in-house content creator positions typically offer salaries between $40,000 to $130,000 per year. As expected, jobs demanding more experience and encompassing higher-level responsibilities, such as strategy development, tend to fall on the higher end of that spectrum. Influencers, on the other hand, have multiple potential income streams. They may receive payment from brands for promoting their products or services. Some platforms offer a share of ad revenue generated from their content. And many influencers benefit from “payments” in the form of free products or experiences, which, while valuable, are difficult to quantify in terms of a fixed salary. In most cases, an influencer’s income is directly proportional to their follower count—the larger and more engaged the audience, the higher their earning potential. According to Petal’s research, here’s a general breakdown of what influencers at different audience levels can expect to earn:

• Micro: Influencers with fewer than 10,000 followers typically earn around $88 per post.
• Mid-level: Influencers with a following of 10,000 to 100,000 followers can command around $200 per post.
• Macro: Influencers with a substantial audience of 100,000 to one million followers earn an average of $670 per post.

How to become a content creator in 7 steps

Being a content creator offers a unique blend of creativity, strategic thinking, and the satisfaction of seeing your work resonate with a wider audience. It’s a rewarding career path that allows you to flex both your creative and analytical muscles. If you’re ready to embark on the journey of becoming a paid content creator, whether full-time or as a side hustle, here are seven actionable steps I recommend taking.

1. Immerse yourself in the work of other creators

When I first expressed interest in pursuing a career as a professional writer, the most valuable advice I received was to “read a lot.” For visual creators, such as social media influencers, I’d expand that to “watch a lot.” Identify three creators whose work you genuinely admire and make a conscious effort to consume everything they put out there. Fortunately, content creation is a public-facing profession (unlike, say, the clandestine world of espionage). You can apply this same approach to specific topics or niches that interest you. If breaking into fitness content is your goal, start following relevant fitness hashtags on social media and observe common themes across the most successful posts.

Pay close attention to seemingly minor details, such as their posting frequency and timing. Observe what tools and techniques they utilize for thumbnails. Analyze the topics they choose to discuss. Challenge yourself to decipher their content strategy. Who do you think their target audience is? Can you identify how they repurpose their content across different platforms? The more you actively engage in this process of observation and analysis, the more you’ll start to notice subtle nuances and patterns, which, in turn, will accelerate your learning.

2. Connect with like-minded individuals in public creator groups

Platforms like Facebook and Slack are teeming with public creator groups, offering a goldmine of opportunities to connect with fellow creatives. While I could easily rattle off a dozen such groups, my go-to method for finding them is simple: a quick Google search using the phrase “groups for [creator type] on [channel].” For example, if I’m looking to connect with other passionate content marketers, I’d search for “groups for content marketers on Slack” and explore the results.

Once you’ve joined a group and familiarized yourself with their guidelines, don’t hesitate to jump into conversations and ask questions. And remember, sharing your own insights and experiences is just as valuable, even if you’re new to the game. You bring a fresh perspective to the table, so don’t be afraid to let your voice be heard.

3. Invest in developing essential skills

This step involves putting in the work—and let’s be honest, it can sometimes be frustrating. But here’s the silver lining: a wealth of free resources are available to help you along the way. Start by visiting the websites of tools and software relevant to your chosen creative field. For aspiring designers, Canva’s website is an excellent resource. Many companies are eager to empower you with the knowledge and skills needed to effectively use their products.

For those leaning towards content marketing and the broader realm of marketing, you’ll find a treasure trove of free resources and insightful articles on our blog, covering everything from writing compelling copy to crafting effective content strategies. Social media platforms and search engines are also stepping up their game in providing valuable educational resources. Google, Meta (the parent company of Facebook and Instagram), and TikTok all offer dedicated creator hubs with a wealth of information and guidance.

4. Embrace the power of consistent creation

Let’s be realistic: no one expects to land a coveted NBA contract without first putting in countless hours honing their basketball skills. The same principle applies to the world of content creation. Building a successful career requires practice, dedication, and showcasing your unique talents before you can expect to get paid for them. The hardest part is often overcoming the initial fear of putting yourself out there. So start small. Grab your phone and snap a picture of your adorable puppy or your latest artistic creation. Share it on social media and try to emulate the tone and style of your favorite influencer. Or, if writing is your forte, rewrite a content marketing piece you found particularly engaging, focusing on understanding the structure and techniques used. Don’t be discouraged if your first attempts aren’t masterpieces. In fact, embrace this phase of experimentation and learning. Remember, the key to improvement lies in consistent practice.

5. Discover your unique voice and style

In the early stages of your creative journey, it’s natural to draw inspiration from other established creators. And that’s perfectly fine. Even the most innovative minds in the world have been influenced by the work of others. So how do you go about finding your own distinct style and voice? Start by identifying one or two specific elements you admire in your favorite creators’ work. Perhaps it’s their witty humor, their ability to explain complex concepts in a simple and engaging way, or their keen eye for visually striking compositions. Whatever resonates with you, experiment with incorporating those elements into your own creations. Over time, as you continue to experiment and refine your craft, you’ll accumulate a collection of techniques and approaches that, when combined, will form your own unique creative signature.

6. Build a compelling portfolio that showcases your best work

From the moment you complete your first paid or practice piece of content, whether it’s a captivating written piece, a stunning video, or an eye-catching photograph, make it a habit to save and organize your work meticulously.

Image source In the beginning, simple tools like Google Docs or other free options work perfectly. If your work is scattered across multiple files, maintain a central spreadsheet with clickable links for easy access and reference. Don’t be afraid to include a diverse range of projects in your portfolio, even those from your early days. As you gain more experience and start sharing your portfolio more widely, you can always adjust privacy settings to restrict access to certain pieces if needed. Eventually, consider creating a dedicated website to host your portfolio and showcase your talents to the world. Here’s a helpful list of free places to guide you through the process of creating an impressive online portfolio.

7. Expand your network and build valuable connections

The age-old saying, “It’s not what you know, but who you know,” while not entirely accurate, holds a grain of truth. While possessing the necessary skills and knowledge to create exceptional content is crucial, having a strong network of professional connections can make a world of difference when it comes to landing those coveted paying gigs. LinkedIn is an invaluable tool for building your professional network. Start by following individuals in your field whose work you admire. Engage with their posts by sharing, liking, and leaving thoughtful comments. After you’ve established a bit of familiarity, don’t hesitate to send a connection request. Here’s a personal tip that has worked wonders for me: reach out to individuals after they’ve been a guest on a relevant podcast. Most people appreciate knowing that their episode resonated with listeners. I often send a brief LinkedIn message expressing how much I enjoyed their insights and perspectives. You can apply this same approach in industry groups you’ve joined and even in online communities like Reddit. As you consistently nurture these connections, you’ll be amazed at how often they lead to unexpected opportunities and recommendations for exciting new projects.

Start your content creator journey today

Remember, every journey begins with a single step. Perhaps today is the day you decide to approach your social media posts with more intentionality and thoughtfulness. Or maybe you’ll dedicate some time to reading a blog post about the art of writing engaging blog posts. No matter where you choose to start, keep these key takeaways in mind:

• Seek inspiration and knowledge from your favorite creators, observing their techniques and approaches.
• Embrace the power of consistent practice—the more you create, the better you’ll become.
• Create a dedicated space to store and showcase your work, building an impressive portfolio that highlights your skills and talents.
• Never underestimate the value of networking and building genuine connections with fellow creators and industry professionals.