Coding for Content Marketers?

Writing code and writing content aren't exactly synonymous. One is analytical, structured, and diagnostic in nature. The other is research-driven, creative, and methodical. But the two will soon have much more in common than we ever thought possible. It's time for content marketers to learn why code is a critical skill to understand.

A Marketer Takes on the Coding World

Not interested in my personal journey with code? Skip to the next section.

Technology and I have not always "gotten along." I was a late bloomer for anything techy, so it's no surprise that I was overwhelmed when I joined my first tech company. In 2016, I joined Accusoft for the first time.

The software development company based in Tampa, Florida, specializes in the development of software development kits (SDKs) and application programming interfaces (APIs). That's a mouthful in itself for a tech-challenged marketer!

When I joined, I was hired as a Content Strategist on the marketing team. I didn't know much (well... anything) about software engineering or code. I was a newbie, and I had a lot to learn. Luckily, everyone at Accusoft was welcoming and helpful. The organization is comprised of several sophisticated software engineers, and while I was intimidated, I knew it was essential to get up to speed quickly.

As part of my role, I created brand awareness and demand-generation content for our suite of over 20 SDK and API products. Talk about a learning curve. I befriended some of my new colleagues, learning through asking (albeit amateur) questions.

As the months passed, I could understand rudimentary code, read about different programming languages, and keep tabs on development trends. I quickly learned what the buzzwords artificial intelligence (AI) and machine learning (ML) actually meant. I was fascinated.

I signed up for Codecademy and made it my mission to get through the first few lessons of learning Javascript and HTML5 before the creative in me took over. I couldn't stop daydreaming. I find so many things more enjoyable than learning to code a pop-up that says: "Hi there!"

That said, my learning continued when I started working in the backend of WordPress. I heard that snicker, web developer friends. Those rudimentary coding skills still come in handy when a quirk affects my content layout.

Anything beyond that, and I need to rely on the pros. After all this time, I'm glad I learned the basics, but more understanding will be required soon. AI is here to stay; in the future, our projects will require more tech-savvy marketers.

Coding for Content Marketers?

Coding and content require different skill sets. That much is obvious. However, when we fully understand each other's skills, we can create much more compelling outputs. Our teams can collaborate to create effective content and beautiful works of art. It's no secret that content marketers will need to be more strategic and analytical over the coming years, given new technology making it easier to create compelling creative.

Does that mean that all content marketers need to be well-versed in the latest coding languages, learn how to program websites, and build industry-leading applications? No. However, learning the basics of code will help you in the long run, especially in the age of AI. Before you start catastrophizing and thinking AI is out for your job, let's take a step back.

Fear stems from what we don't understand. So, if we challenge ourselves to understand code, we will learn how machines "think." Content marketers who know how to talk about programming (hats off to those who already do) are more valuable in conversations shaping our industry. The more we contribute to these discussions, the more we can influence our organization's success and elevate our careers.

There is strength in creativity, and that's not going away. Machines learn from humans, and nothing can replicate how we conceptualize our ideas to create intricate strategies. AI will not replace us, but it will challenge us to elevate our roles. Content marketers will soon be called to produce more strategic, data-driven outputs and work alongside machines.

Who Teaches Machines?

The Oxford Dictionary defines machine learning as "the use and development of computer systems that can learn and adapt without following explicit instructions, by using algorithms and statistical models to analyze and draw inferences from patterns in data." So, what does that mean in plain English? Machines learn from humans. Humans input data to teach machines, and the output directly correlates to the quality of the data the machine was fed.

Typically, software engineers are at the helm, creating algorithms for machines to automate tasks. When it comes to creative, AI is learning from data inputs. The better a human is at crafting data inputs for creative direction, the better the machine's output will be. Innovative marketers are already using machines to prepare compelling content, create beautiful graphics, and optimize strategy for better engagement. This AI technology will become more mainstream shortly.

Currently, creative AI is in its infancy. It's still learning, but it's learning fast. There are thousands of software engineers dedicated to making creative AI a reality. Stability AI just received $101M in financing from Lightspeed. If you don't know why this is a big deal, just read up on how it's evolving.

So, how can creative professionals keep up? Data input is such an essential part of the way AI learns. By teaching AI what ideas you want to see, you can create images more efficiently, craft copy with a more compelling narrative, and optimize creative for target audiences. That said, understanding machines and code is essential in this new era of tech. Our roles will soon elevate to become more impactful with the help of machines.

By using AI and ethically collected consumer data, marketers can create authentic, human experiences that resonate with individual consumers, giving them the right message on the right channel at the right time.

That's the power of AI and creative professionals working together.

Read more articles like this one on the Next Gen Content Marketer Newsletter on LinkedIn.