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10 Digital Marketer Skills You Need to Know

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10 Digital Marketer Skills You Need to Know

Businesses and marketers in today’s business market must know about digital marketing. To succeed in digital marketing, you should have many skills, including those identified with many more traditional fields such as marketing, site design, SEO, social media marketing, and content creation.

Marketers in the digital realm require a wide variety of expertise in the field to develop strategies and content which might engage with target demographics, eventually increasing conversion rates and ROI.

A strong digital marketer will be capable of adapting fast and learning independently, though, if their previous talents become less in demand. Employees will be working with a variety of teams and customers, so they need to be able to communicate effectively and establish successful teams.

The following is a list of the top ten skills necessary to become an expert in digital marketing:

Search Engine Optimization & Search Engine Marketing

Everyone exploring digital marketing must have at least a deep understanding of Search Engine Optimization (SEO). At the same time, you should delegate more technical, back-end tasks to your team’s experts.

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Everyone must have a firm grasp of search engine optimization (SEO) principles, best practices, and content optimization if they manage a successful digital advertising campaign.

On a data and content level, SEO and Search Engine Marketing (SEM) guide your overall digital strategy. You should be able to communicate with other team members about this topic. You will only go very far with mastering the principles and learning how SEO and SEM may work in collaboration.

Content Marketing

Content is the most crucial part of digital marketing, and it will stay that way no matter what happens. Despite this, content marketing is a significant approach on its own. You should be able to write high-quality, SEO-friendly content for various media and know how to create a successful content strategy to attract and engage audiences.

Even more complicated is that content can come in many forms, such as video, social media, emails, online content, blogging, e-books, videos, research papers, and more. You must also be well-versed in social media marketing since the content is essential on social networks. Have some ideas from seven big businesses that know how to handle content marketing effectively.

Data Analytics

Data analytics is the process of using real-world methods and cutting-edge tools to collect and analyze large amounts of data gathered from the online activities of your target audience. These digital footprints may include things such as the type of content seen, purchases made, keywords used in searches, and other activities taken online that are directly related to your industry.

Marketers now have more online tools for measuring data across platforms, which makes it easier for them to analyze data and make decisions about marketing that make sense.

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Data cleaning is the process of getting rid of wrong, duplicate, or missing information from a For making intelligent decisions, and it’s important to keep a database that is both up-to-date and free of duplicate information. For making smart decisions, keeping a database that is both up-to-date and free of duplicate information is significant.

Communication Skills

A digital marketer’s ability to connect with their audience and convince them to take action depends on their communication abilities. The goal is to craft a compelling message and relay it to consumers in a style that is easy to understand and will attract their interest.

A digital marketer should be able to see things from many angles, communicate ideas so the audience can understand, and determine what the audience would find fun and valuable.

Social Media

Social media has become a platform for public debates. Digital marketers may use this to provide relevant messages to the right people. There’s more to social media competence than simply producing data regularly.

When making social media strategies, marketers must also consider the content’s quality, its relevance, and how the audience will interact with it. Every social media site has its algorithm, which enables businesses to target their content to a particular audience and get precise data.  

Businesses can easily set up a social media presence using newer tools, like paid ads, boost posts, hashtags, and business groups.

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Web Design

A solid web design understanding is a valuable skill for digital marketers. It only requires some digital marketers to be proficient in creating websites from scratch and developing their code.

Marketers need to understand the basics of web design, like how to incorporate the company’s logo and branding and adhere to style guidelines.

A marketer must be capable of designing and creating basic websites, such as landing pages, lead magnets, and online forms, with a bit of expertise and marketing magic. The business’s specialized web designer should always handle every significant web design work.

Be A Techy-Savy

Since technology is the driving force behind the business, you must have a good grasp of it and the ability to pick up new skills rapidly. If you are a millennial, you will most likely find that this is something that comes naturally to you as a digital native. But older people could benefit from taking some time to learn not only about specific technologies but also about widely used software and techniques like an audience listening or search engine optimization (SEM).

Understanding the technical abilities required for marketing, such as web development fundamentals and a good understanding of how to utilize content management systems, may also be helpful (CMS). For example, if you know the proper techniques, you can change a CMS like WordPress, which runs a third of all websites, to improve SEO and help you get the job you want.

Project Management

There’s always a significant amount of work to be completed! A project management tool is necessary to stay on top of your projects and meet your deadlines.

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Content marketing requires a wide range of responsibilities for content marketers, including managing freelancers, distributing blog topics, monitoring deadlines, and compensating freelancers.

If you’re an email marketer, you understand how difficult it is to perform your business without a dashboard to track your open rates, click-through rates, and other data related to your emails’ success.

Since marketers are usually in charge of design and messaging, they need help handling project management.

Of course, our emails contain millions of messages that need answers. An excellent digital marketer should be able to use tools and software to keep track of multiple projects and efforts simultaneously.

Be Persuasive

A strong digital marketing leader will have strong interpersonal abilities and be capable of combining analytical and creative problem-solving. It will help your team develop creative marketing campaign concepts that would take their businesses ahead.

A successful digital marketing leader has excellent interpersonal abilities and can combine analytical and creative approaches to issue resolution. Your employees will be better able to think of innovative ways to promote their businesses.

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CRM

The interests of a company’s target audience are constantly evolving, and evaluating the customer experience may help them keep up. Customer relationship management (CRM) is a vital skill for digital marketers since it includes techniques for keeping tabs on and improving the quality of the customer service that their customers obtain.

Developing a deeper, more personal connection with your audience increases the probability that they will remain loyal to your business. A marketer’s Customer Service Management might benefit from the instillation of capabilities such as compassion and collaboration.

Why it’s important to have digital marketing skills?

For digital marketing strategies to work well, businesses must find, hire, and train people with the right skills. It is an essential notice for accomplishing this.

As people move toward a digital way of life, businesses need to change their marketing strategies to keep up. As people move toward a digital way of life, businesses need to change their marketing strategies to keep up. One of the most vital sectors in the world right now is digital marketing, and many high-paying positions are available for qualified applicants in this industry.

The best candidate is a hybrid who excels in many fields, regardless of expertise. Every team member should understand the company’s task and be able to communicate, regardless of their talents in data, social media, content development, or demand generation. Digital marketers should grasp how the various sectors interact together. Hence, a marketing team’s most vital members are those having broad digital marketing expertise.

Prospective employers should examine soft and hard abilities to develop a successful team. Managers require marketing departments with creative, flexible team members who think outside the box.

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Transformation is rising. To stay caught up owing to a digital marketing skills gap, managers and people should regularly examine and evaluate their digital marketing skills.

Final Thoughts

The world of digital marketing moves quickly and is quite demanding. A solid grounding in the basics will put you in a better position to succeed in your chosen work.

With many available options, choosing the best project management tool takes work! People say you should understand all your skills and become an expert in a few of them. The features available in each program are distinct. It is important to remember that you can learn technical information and skills, but you need to get the traits and qualities you need to learn them the same way.

Therefore, it’s significant to use an online project management tool whose features are compatible with the needs of your business.

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How To Combine PR and Content Marketing Superpowers To Achieve Business Goals

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A figure pulls open a dress shirt to reveal the term PR on a Superman-like costume, reflecting the superpower resulting from combining content and PR.

A transformative shift is happening, and it’s not AI.

The aisle between public relations and content marketing is rapidly narrowing. If you’re smart about the convergence, you can forever enhance your brand’s storytelling.

The goals and roles of content marketing and PR overlap more and more. The job descriptions look awfully similar. Shrinking budgets and a shrewd eye for efficiency mean you and your PR pals could face the chopping block if you don’t streamline operations and deliver on the company’s goals (because marketing communications is always first to be axed, right?).

Yikes. Let’s take a big, deep breath. This is not a threat. It’s an opportunity.

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Reach across the aisle to PR and streamline content creation, improve distribution strategies, and get back to the heart of what you both are meant to do: Build strong relationships and tell impactful stories.

So, before you panic-post that open-to-work banner on LinkedIn, consider these tips from content marketing, PR, and journalism pros who’ve figured out how to thrive in an increasingly narrowing content ecosystem.

1. See journalists as your audience

Savvy pros know the ability to tell an impactful story — and support it with publish-ready collateral — grounds successful media relationships. And as a content marketer, your skills in storytelling and connecting with audiences, including journalists, naturally support your PR pals’ media outreach.

Strategic storytelling creates content focused on what the audience needs and wants. Sharing content on your blog or social media builds relationships with journalists who source those channels for story ideas, event updates, and subject matter experts.

“Embedding PR strategies in your content marketing pieces informs your audience and can easily be picked up by media,” says Alex Sanchez, chief experience officer at BeWell, New Mexico’s Health Insurance Marketplace. “We have seen reporters do this many times, pulling stories from our blogs and putting them in the nightly news — most of the time without even reaching out to us.”

Acacia James, weekend producer/morning associate producer at WTOP radio in Washington, D.C., says blogs and social media posts are helpful to her work. “If I see a story idea, and I see that they’re willing to share information, it’s easier to contact them — and we can also backlink their content. It’s huge for us to be able to use every avenue.” 

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Kirby Winn, manager of PR at ImpactLife, says reporters and assignment editors are key consumers of their content. “And I don’t mean a news release that just hit their inbox. They’re going to our blog and consuming our stories, just like any other audience member,” he says. “Our organization has put more focus into content marketing in the past few years — it supports a media pitch so well and highlights the stories we have to tell.”

Storytelling attracts earned media that might not pick up the generic news topic. “It’s one thing to pitch a general story about how we help consumers sign up for low-cost health insurance,” Alex says. “Now, imagine a single mom who just got a plan after years of thinking it was too expensive. She had a terrible car accident, and the $60,000 ER bill that would have ruined her financially was covered. Now that’s a story journalists will want to cover, and that will be relatable to their audience and ours.” 

2. Learn the media outlet’s audience

Seventy-three percent of reporters say one-fourth or less of the stories pitched are relevant to their audiences, according to Cision’s 2023 State of the Media Report (registration required).

PR pros are known for building relationships with journalists, while content marketers thrive in building communities around content. Merge these best practices to build desirable content that works for your target audience and the media’s audiences simultaneously.

WTOP’s Acacia James says sources who show they’re ready to share helpful, relevant content often win pitches for coverage. “In radio, we do a lot of research on who is listening to us, and we’re focused on a prototype called ‘Mike and Jen’ — normal, everyday people in Generation X … So when we get press releases and pitches, we ask, ‘How interested will Mike and Jen be in this story?’” 

3. Deliver the full content package (and make journalists’ jobs easier)

Cranking out content to their media outlet’s standards has never been tougher for journalists. Newsrooms are significantly understaffed, and anything you can do to make their lives easier will be appreciated and potentially rewarded with coverage. Content marketers are built to think about all the elements to tell the story through multiple mediums and channels.

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“Today’s content marketing pretty much provides a package to the media outlet,” says So Young Pak, director of media relations at MedStar Washington Hospital Center. “PR is doing a lot of storytelling work in advance of media publication. We (and content marketing) work together to provide the elements to go with each story — photos, subject matter experts, patients, videos, and data points, if needed.”   

At WTOP, the successful content package includes audio. “As a radio station, we are focused on high-quality sound,” Acacia James says. “Savvy sources know to record and send us voice memos, and then we pull cuts from the audio … You will naturally want to do someone a favor if they did you one — like providing helpful soundbites, audio, and newsworthy stories.”  

While production value matters to some media, you shouldn’t stress about it. “In the past decade, how we work with reporters has changed. Back in the day, if they couldn’t be there in person, they weren’t going to interview your expert,” says Jason Carlton, an accredited PR professional and manager of marketing and communications at Intermountain Health. “During COVID, we had to switch to virtual interviewing. Now, many journalists are OK with running a Teams or Zoom interview they’ve done with an expert on the news.”

BeWell’s Alex Sanchez agrees. “I’ve heard old school PR folks cringe at the idea of putting up a Zoom video instead of getting traditional video interviews. It doesn’t really matter to consumers. Focus on the story, on the timeliness, and the relevance. Consumers want authenticity, not super stylized, stiff content.”

4. Unite great minds to maximize efficiency

Everyone needs to set aside the debate about which team — PR or content marketing — gets credit for the resulting media coverage.

At MedStar Washington Hospital Center, So Young and colleagues adopt a collaborative mindset on multichannel stories. “We can get the interview and gather information for all the different pieces — blog, audio, video, press release, internal newsletter, or magazine. That way, we’re not trying to figure things out individually, and the subject matter experts only have to have that conversation once,” she says.

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Regular, cross-team meetings are essential to understand the best channels for reaching key audiences, including the media. A story that began life as a press release might reap SEO and earned media gold if it’s strategized as a blog, video, and media pitch.

“At Intermountain Health, we have individual teams for media relations, marketing, social media, and hospital communications. That setup works well because it allows us to bring in the people who are the given experts in those areas,” says Intermountain’s Jason Carlton. “Together, we decide if a story is best for the blog, a media pitch, or a mix of channels — that way, we avoid duplicating work and the risk of diluting the story’s impact.”

5. Measure what matters

Cutting through the noise to earn media mentions requires keen attention to metrics. Since content marketing and PR metrics overlap, synthesizing the data in your team meetings can save time while streamlining your storytelling efforts.

“For content marketers, using analytical tools such as GA4 can help measure the effectiveness of their content campaigns and landing pages to determine meaningful KPIs such as organic traffic, keyword rankings, lead generation, and conversion rates,” says John Martino, director of digital marketing for Visiting Angels. “PR teams can use media coverage and social interactions to assess user engagement and brand awareness. A unified and omnichannel approach can help both teams demonstrate their value in enhancing brand visibility, engagement, and overall business success.”

To track your shared goals, launch a shared dashboard that helps tell the combined “story of your stories” to internal and executive teams. Among the metrics to monitor:

  • Page views: Obviously, this queen of metrics continues to be important across PR and content marketing. Take your analysis to the next level by evaluating which niche audiences are contributing to these views to further hone your storytelling targets, including media outlets.
  • Earned media mentions: Through a media tracker service or good old Google Alerts, you can tally the echo of your content marketing and PR. Look at your site’s referral traffic report to identify media outlets that send traffic to your blog or other web pages.
  • Organic search queries: Dive into your analytics platform to surface organic search queries that lead to visitors. Build from those questions to develop stories that further resonate with your audience and your targeted media.
  • On-page actions: When visitors show up on your content, what are they doing? What do they click? Where do they go next? Building next-step pathways is your bread and butter in content marketing — and PR can use them as a natural pipeline for media to pick up more stories, angles, and quotes.

But perhaps the biggest metric to track is team satisfaction. Who on the collaborative team had the most fun writing blogs, producing videos, or calling the news stations? Lean into the natural skills and passions of your team members to distribute work properly, maximize the team output, and improve relationships with the media, your audience, and internal teams.

“It’s really trying to understand the problem to solve — the needle to move — and determining a plan that will help them achieve their goal,” Jason says. “If you don’t have those measurable objectives, you’re not going to know whether you made a difference.”

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Don’t fear the merger

Whether you deliberately work together or not, content marketing and public relations are tied together. ImpactLife’s Kirby Winn explains, “As soon as we begin to talk about (ourselves) to a reporter who doesn’t know us, they are certainly going to check out our stories.”

But consciously uniting PR and content marketing will ease the challenges you both face. Working together allows you to save time, eliminate duplicate work, and gain free time to tell more stories and drive them into impactful media placements.

Register to attend Content Marketing World in San Diego. Use the code BLOG100 to save $100. Can’t attend in person this year? Check out the Digital Pass for access to on-demand session recordings from the live event through the end of the year.

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Cover image by Joseph Kalinowski/Content Marketing Institute

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Trends in Content Localization – Moz

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Trends in Content Localization - Moz

Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.

Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.

Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.

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How AI Is Redefining Startup GTM Strategy

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How AI Is Redefining Startup GTM Strategy

AI and startups? It just makes sense.

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