Digital marketing teams are currently in the spotlight, due in part to the rise in remote working roles. Employers are on the lookout for dynamic, knowledgeable candidates that will flourish in the new digital landscape. At its core, marketing is about connecting brands with their audiences, getting inside of their heads and delivering content that resonates with them in a memorable way. Easier said than done! How can you ensure that you stand out to recruiters? Here’s a list of the top 10 digital marketing skills that we believe will be in demand in 2023 and beyond.
Content strategy is the practice of bringing together all of your marketing skills to ensure you’re making the most of your time and resources, resulting in a healthy return on investment. A successful content strategy centres around:
- Creating the right types of content
- Publishing content at the best time to connect with your audience
- Updating and reviewing your content at the right frequency
- Knowing your target audience
Combining these skills allows you to create solid, effective content strategies that garner real results.
Competitor analysis is vital to understand your audience. By gathering information on what your competitors are doing well, and where they’re falling short, you can compare and evaluate your own marketing efforts. Demonstrating your understanding of the market as a whole makes you a valuable asset to your marketing team. The details of comprehensive competitor analysis will vary by industry but typically include:
Identifying gaps in your organisation’s content that your competitors are doing really well
Examining your company’s strengths and weaknesses against your competitors
Looking at trends and changes in the market as a whole
Communicating with your audience is paramount to marketing success, and copywriting remains at the forefront of this process. Copywriting requires a particular skill and economy with words, producing copy that draws readers in and encourages them to take action with a restricted word count. Without strong copywriting skills, brands will find it difficult to stand out in the sea of online competitors.
Search engine optimisation (SEO) is the process of improving the quality and quantity of website traffic to your website from search engines using your website content. It’s a crucial part of your marketing strategy and understanding your customers.
The technical aspects of SEO are often left to website specialists, but it’s important to understand the dynamics of SEO and how your content affects your web traffic. Without that, it’s nigh on impossible to narrow your customer base and push your content to the intended audience.
Video is one of the fastest growing online markets, and employers are frequently looking for marketers with some video marketing skills in their arsenal. You don’t have to be Steven Spielberg, but it’s handy to familiarise yourself with producing content for Tiktok, Instagram and YouTube.
Social media marketing
Social media marketing leverages the power of social networks to engage with your audience and drive sales. Lots of businesses find themselves on social media because they think that they should be, with no particular goals or plans in mind. Social media marketing is a much more focused approach:
- Managing and optimising profiles
- Ensuring that the copy, images and videos that are posted are on-brand
- Responding to comments, shares, and likes from followers
- Following and engaging with followers, customers, and influencers to build a community around your brand
- Monitoring and utilising paid social media advertising
Another skill that marketers are expected to be familiar with rather than fluent in, website development involves the building and maintenance of your brand online. Basic HTML is an advantage, and the ability to update websites, post blogs and add content is essential. It’s one of those skills that you might forget to shout about!
Today’s working landscape requires flexibility, from employers and employees. If you can adapt fluidly to change, you’re already streets ahead of the competition. Flexibility can involve where and how you work, the platforms you use and the tasks you perform.
The push towards remote working means that lots of us have become very used to our own company. But teamwork makes the dream work, and the ability to work within a group is still a crucial soft skill. Collaboration doesn’t rely on physical proximity anymore, so you could find yourself working with people on the other side of the country or even the world.
Marketing skills aside, nothing can replace curiosity about what we do. A genuine desire to get in the head of your customers, to understand what makes them tick and how they want you to reach out is priceless.
Spotlight Recruitment specialises in sourcing outstanding talent across all marketing, digital and communication roles. Read our reviews (link to Google reviews) from candidates and clients to find out more. If you would like to discuss hiring plans or find out more about us, you can reach Spotlight at 020 3008 4254 or firstname.lastname@example.org.