How a Creative Strategy Can Elevate Your Brand and Boost Your Business?

Digital marketing is a vital aspect of any modern business, and having a solid creative strategy is essential to ensure success in this space. In this blog post, we explore the art of digital marketing and how a creative strategy can help you maximize your ROI, drive business growth, and create a memorable brand image.

Here are some reasons why a creative strategy is crucial for digital marketing success:

• It sets clear objectives and goals

A creative strategy sets clear objectives and goals for your digital marketing efforts. It helps you define what you want to achieve and how you plan to get there. Having a clear understanding of your goals helps you create content that is relevant and resonates with your target audience.

• It helps you stand out from the competition

In today's digital world, competition is fierce. To stand out, you need to have a unique and compelling creative strategy that differentiates you from your competitors. Your creative strategy should showcase your brand's unique selling proposition (USP) and highlight what sets you apart from the rest.

• It ensures consistency in your messaging

A creative strategy ensures that your messaging is consistent across all channels and touchpoints. Consistent messaging helps build trust with your audience and reinforces your brand's identity. It also helps to establish a strong brand image and increases brand recognition.

• It guides your creative executions

A creative strategy guides all creative executions, ensuring that every piece of content and campaign aligns with your brand's messaging and values. It also helps you create a cohesive brand experience for your audience, which can improve their engagement and loyalty.

Additionally, we delve into the importance of differentiating yourself from competitors and standing out in crowded digital spaces. This includes developing a unique brand identity, creating consistent messaging across channels, and using creative executions that capture your audience's attention and inspire them to take action.

Finally, we offer tips for creating a cohesive brand experience across all touchpoints, including your website, social media profiles, email campaigns, and other digital assets. By creating a memorable, engaging brand image, you can establish trust and build long-term relationships with your audience.

In summary, a strong creative strategy is key to success in digital marketing. By understanding your audience, differentiating yourself from competitors, and creating a consistent, engaging brand experience, you can elevate your brand and drive business growth in the digital age.

Learn more about how to have a holistic social media and digital marketing strategies by joining our globally recognised certificate course today - taught by the industry experts!

2023 Content Marketing Trends

Customers can be attracted and converted through content that never goes out of style. Using content marketing correctly can be an effective and cost-efficient (or even free) way to reach your target audience. 

2023 will see content marketing evolve in new and wonderful ways (based on content and SEO trends from 2022). It's not just about analyzing the formats to engage your audience (long and short-form), but about marketers accelerating the use of AI to boost productivity and combat writer's block - especially if you're a content marketer who writes a lot of copy.

We'll explore the key content marketing trends for 2023 to see what to watch for or experiment with to see if they boost performance. Here are some key trends you should know about:

• Immersive mobile-first video in short form

• An explosion of the creator economy

• Collaboration between AI and marketing

• Live and long-form video content

1. Immersive mobile-first video in short form

In recent years, video has been hailed as the key content type for brands to gain traction across channels. According to the 2023 Content Benchmarks Report, more than half of marketers believe video is the most valuable content type, with 25 percent saying live video is effective for reaching social media goals. 

Therefore, all social platforms prioritize video content, including traditional text-based platforms like LinkedIn.

These tips will help you create great mobile short-form content:

• Make it punchy. A successful video usually lasts between 15 and 30 seconds

• Your video should end with a surprise twist, like a reveal or transformation

• Keeping people watching is as simple as adding captions like 'wait for what happens next'

• Create your own sounds or remix tracks to increase your chances of going viral

• Discover what's trending using hashtags, topics, or music

Video has been hailed as the key content type for brands

2. An explosion in the creator economy

Brands will compete fiercely to attract and retain the best creators across platforms as a result of this explosion.

What is the cause? In order to fill content gaps, brands want to stay up-to-date with the latest trends. However, they do not always have the knowledge or capacity to act promptly or in a way that enhances engagement and conversions. 

As a result of social media networks, brands can find quality and relevant creators much more easily. Recently, Instagram launched a creator portfolio, allowing creators to show off their stories and position themselves for partnerships. 

According to MIT Technology Review, YouTube will split revenue on shorts 45 percent. By monetizing its vertical video offering, YouTube wants to attract creators to create unique short videos.

3. Collaboration between AI and marketing

There has been a long-standing relationship between artificial intelligence (AI) and copywriting. The demand from consumers for personalization will increase in 2023, and AI will play a greater role in creating content than ever before. 

AI solutions are becoming increasingly popular. As an example, UberSuggest uses AI to create blog content, while Copy.ai creates social media posts and blogs, and Chat GPT is trained to interact conversationally and integrates with Zapier to create drawings or videos. Marketers must develop prompts for creating content based on these new technologies. 

There will be some breakthroughs in 2023 as more investment is made in software and machine learning. In the future, we'll see improvements in natural language processing and other factors, and AI that produces great content that we only have to quality assure and edit. 

AI will play a greater role in creating content

4. Live and long-form video content

To attract and engage customers, many marketers employ short-term content. It would be a mistake to ignore longer-form content. 

Blogs, ebooks, and webinars aren't only great for SEO, but they're also great for building backlinks - 77 percent more backlinks are received by posts over 3,000 words, according to Backlinko.

How about long-form videos? An executive at Google estimates that 40 percent of young people now use TikTok or Instagram rather than Google Maps to search for places to eat. Video content that showcases places can increase engagement and drive traffic to your website. 

Podcasts are another form of audio content. With 38 percent of American monthly listeners, up from 14 percent a decade earlier in 2012, podcast revenue in the U.S. is expected to grow to nearly $1.5 billion in 2021, according to Podnews. 

Roundup of 2023 Content Marketing Trends

Small or large, content is valuable to every business. Content that is relevant and useful to your audience requires an understanding of your audience and the use of all tools available. 

You can use these key trends for 2023 to generate content ideas, strategize and optimize your content marketing to reach the right people. Make your content marketing more effective in 2023 by experimenting, being creative, and being brave.

Attract and influence your audience with content

Content comes in many forms, and it can be difficult to choose the right one for your business. Learn more about how to have a holistic social media and digital marketing strategies by joining our globally recognised certificate course today - taught by the industry experts!

Source: Digital Marketing Institute

Social media and Corporate Social Responsibility: What can we do?

Consumers are waking up to the value of buying products and services. Brands that take an active role in driving societal change or supporting causes that matter to customers are now actively sought out by consumers. 

More companies are investing in Corporate Social Responsibility (CSR). Creating a competitive advantage in the marketplace does more than drive people to connect with a brand. 

The use of social media is an effective way to promote and engage people in CSR. Statista projects there will be more than 6 billion users by 2027, according to Statista. 

This article will provide tips for boosting engagement, reaching a wider audience, and empowering your customers through social media.

1) Promote action and reaction

Social media channels are great for promoting your CSR programs. However, posting and leaving isn't enough. Your social media followers need to be engaged and encouraged to take action, or at least react. 

For instance, you might post about reducing the company's carbon footprint and prompt engagement. Inviting followers to a sustainability webinar would be a good way to expand the program. 

The ECOS company focuses on sustainability and the environment with its eco-cleaning products. Their Instagram carousel encourages people to try sustainable coffee swaps. Not only is it interactive, asking people to swipe, but it also provides simple and actionable environmental advice.

ECOS Instagram

2) Maintain consistency but don't overdo it

Keep your CSR commitments in focus, but don't dominate your social media feeds with just this kind of content. 

A prospect or customer may perceive it as overbearing, pushy, or salesy. In contrast, if you say too little, it could appear as though you do not value your commitments. 

Social media feeds should always have a mix of content. It is essential to keep your social media posts in line with your ethos and values. 

Nike is a good example. As there is so much content and ground to cover in terms of topics or issues, the company puts its values front and center, as can be seen in its Twitter profile update. 

Nike twitter profile

The two hashtags on their profile support black rights and advocate for the cessation of Asian hate, making it clear where their focus lies. Their Twitter feed offers entertaining and diverse content, featuring sports personalities, promoting new products, and recalling moments in sporting history, while never forgetting their CSR commitment. This is a tribute to Serena Williams after her final tennis match, with a prompt for followers to share their stories.

Nike Serena William's retirement tweet

3) Be an advocate for change

Having a CSR program that is focused is crucial. It doesn't mean you should link CSR issues to social media trends. On the other hand, there are times when it is essential to be vocal and to take action about issues that matter to your industry. 

A #StopHateforProfit campaign was launched in 2020 by social justice groups in response to Facebook's inaction on hate speech and misinformation. 

Smaller companies joined at first, but larger brands such as BestBuy, North Face, Diageo, Walgreens, and Adidas also joined.

4) Storytelling is an effective tool

Corporate social responsibility initiatives require storytelling. The narrative you weave on your social media channels should engage people and make them curious about more. 

If you post about your partnership with a local charity, people may not click. It's more likely to prompt action and reaction if you post a testimonial of somebody or a family that will benefit from your contribution. 

5) Make your brand more human

CSR programs should enhance the perception of your brand, but you can also put a human face on them by highlighting your top executives or employees. 

This relates to the storytelling we discussed earlier. Stories can come from unexpected places, but if they are told well, they can enhance public perception of your brand and benefit you. 

6) Curate content

CSR initiatives adopted by your company will also resonate with other companies. As a result, you're likely to find research or developments in areas where your social media audience is interested, such as climate change. 

Using third-party information and posts to highlight issues will cement your CSR initiatives. Rather than taking away from your brand, you will demonstrate your dedication to a cause because you care, not because you want to drive traffic. 

7) Collaborate with a non-profit

Despite endless postings about your CSR efforts on social media, customers want to see results. In order to bring about positive change, we need to invest in these initiatives. Partnering with or supporting a non-profit organization is an effective way to accomplish this. 

Consider the non-profit's mission instead of its profile when choosing one. Rather than how many followers they have or how well known the brand is, it's about aligning your values with theirs. Small and local organizations may be a better fit for a small to medium-sized company and may also have a greater impact locally. 

Over the past fifteen years, The North Face has partnered with breast cancer organizations Boarding for Breast Cancer and Breast Cancer Prevention Partners. Their goal is to support outdoor wellness and recovery. 

A brand that makes outdoor clothing raises awareness and funds at the same time. Throughout the campaign, pink items reflect the breast cancer logo and breast cancer survivors are featured, including climber Louise Mousseau.

The North Face on Instagram

8) Plan ahead for social media crises

Social issues are always controversial and there's always the possibility that not all reactions are positive. 

That's why you need a plan to deal with a social media crisis. Whenever there is a backlash or negativity from the public, the response must be coordinated, aligned across platforms, and well planned.  

It is important to choose a tone of voice, to have access to content that will help form a response, and to have a spokesperson who is familiar with media responses if necessary. Be quick to respond, but keep it measured; do not let things snowball by waiting too long. 

Learn more about how to have a holistic social media and digital marketing strategies by joining our globally recognised certificate course today - taught by the industry experts!

Source: Digital Marketing Institute

Social Commerce on the Rise

The trend of selling directly through social media is growing globally. A frictionless and focused customer experience, in which users can discover, research, and buy without leaving social media, is a powerful strategy for increasing sales. 

As key platforms improve their shopping and checkout features, the social media industry is preparing for an acceleration of social commerce growth. The data from Statista shows that 11% of social media users bought a product immediately after discovering it, while 44% made a purchase later.

Covid-19 has accelerated social commerce as well, with many users researching and making purchases with platforms like Instagram and TikTok. Social commerce buyers increased to 80 million in 2020, according to Emarketer's 'Social Commerce 2021' report. By 2022, the number will increase to 96 million.

Platforms such as Instagram are also making plans to increase in-app purchases by offering features such as saving payment details and simplifying check-out pages.

Take a look at how social commerce can help your business drive sales and revenue.

Social commerce: how does it work?

When it comes to selling physical goods, integrating social commerce into your strategy is essential. There is no barrier to purchase, such as slow website loading times and lengthy user journeys.

Many social media purchases are driven by impulse buying, especially if the price is right. The average value of online orders referred through social media was $81.05 in Q2 of 2021, according to Statista. 

When a user sees an item they want to purchase, such as a pair of sunglasses, they click 'shop now' or 'buy now' to complete the purchase. Prices, descriptions and delivery information will all be available within the social platform, so there is no need to go to the retailer's website.

The combination of user-generated content, generated by customers and influencers, and social commerce tools such as shoppable tags and links leads to an increase in impulse purchases. This increase is driven by lifestyle and emotions. Users seek social proof that the products are well-made, credible and recommended by people they respect or admire.

What platforms support social commerce?

Statista predicts that 8 of 10 US businesses will sell via social media in the next three years, highlighting the value of these outlets as a sales channel.

Social commerce is currently available on Facebook, Instagram, TikTok, and Pinterest. In 2022, YouTube is also testing capabilities of adding shoppable tags and links to video content.

Social media users can create shops if they use a professional account. You can change this setting from the settings menu of your personal account.

Facebook and Instagram have similar social commerce features; you can tag items from your shop in photos and videos. Instagram's Reels and Stories both have this feature.

Instagram example of hovering

When people see your products in your posts, they can select those tags to get details about the products, including their names and prices. By clicking on these tags, they will be taken through to your shop where they can find out more, and purchase. See below for an example of hovering providing product information on Instagram.

Users will currently be able to purchase the product on your website - but Meta is currently testing in-app purchases in the US. A product can be tagged when you create a new post or when you edit an existing post. There is no limit to how many products can be tagged in a post, but this would appear cluttered and complex, so no more than 10 tags are recommended.

Social commerce brands

'Not on the High Street' tags products within its Facebook posts using Facebook shopping.

As a result, brands can easily show seasonal items around key retail dates like Easter, Christmas, Mother's Day, and Ramadan, while also allowing customers to see pricing and find their exact landing pages.

Not on the High Street, Ramadan gifts

Scandiborn Instagram

Scandiborn shares customer UGC in posts and stories by using shopable tags on Instagram. They can show potential customers how their products look in a lifestyle setting.

Social commerce is suitable for whom?

Social commerce is limited to selling physical products, so events, digital products, and services aren't eligible. Meta is testing in-app purchases on Horizon Worlds, its social virtual reality app.

Businesses that wish to sell on social media sites must also follow their own merchant guidelines. Social media cannot be used to sell the following items:

• alcohol

• some healthcare products

• digital products

• event tickets

• subscriptions

Google will let you know what the merchant guidelines are for each social media network.

The largest category for social commerce is apparel/accessories, but consumer electronics, cosmetics, home decor, and consumer goods are also important.

According to eMarketer, brands with "new products and/or aspirational imagery are well suited to social commerce environments".

Sometimes, an item may be rejected by a social media platform because of changed rules or errors in algorithms picking up certain words in product descriptions. The platform will notify you if a product is rejected and will not be listed in your shop. They will also offer an opportunity to appeal the decision.

How can I optimize my social shop to attract more customers?

As soon as you've installed social commerce, you should consider how to optimize your shop to encourage more visitors, and how to convert followers into customers. Below are some tips for optimizing your social shop:

• Make your social shop look good - A good first impression is essential to building trust and credibility. Focus on keywords and descriptions. All of your products should have short, searchable descriptions. In addition to your product description, upload at least four high-resolution images, and lifestyle images work best.Think about creating collections or groups of items - Make sure your shop is easy to navigate and explore, particularly ahead of key seasonal events such as Christmas, Mother's Day, Black Friday, etc. By using categories within its shop called Collections, Nike has done this very well on Instagram. These are titled 'Gifts for Him' and 'Gifts for Her', making their products easy to find ahead of key holiday gifting seasons.

• Shoppable tags should be integrated into organic content, not just a separate tab.  Create social proof in your brand with UGC along with shoppable tags. Provide valuable and interesting content to make your shop more appealing to customers.

Nike collections on Instagram

Starting a social commerce business

As a first step, review which platforms you'd like to use for social commerce and determine if your products meet the platform's requirements.

Create your social shops if your products are eligible, taking care to create attractive, easily navigable social shops with plenty of product detail. Consider leveraging your organic content as well as influencers and advertising to gain new followers, and all-important conversions into sales.

Consumer behavior online suggests that since the global Covid-19 pandemic began, online shoppers are more willing to try new ways to shop. Several social media platforms are investing heavily in ways to integrate social commerce into their experiences. Consider your social commerce offering sooner rather than later if you are looking to increase product sales.

Learn more about how to have a holistic social media marketing strategies by joining our globally recognised certificate course today - taught by the industry experts!

Source: Digital Marketing Institute

What are the steps in building a successful social media strategy?

Here are seven steps to creating a successful social media strategy which includes:

1) Set goals for your business

It is important to spend time on this stage, as understanding and defining your social media goals will determine the rest of your strategy.

Consider what your business wants to accomplish through social media, and keep in mind that marketing goals are different from business goals. Do you want to increase brand awareness in the marketplace, learn more about your audience, expand your following or generate more leads? All of these goals may be important to you, but it's important to note they will involve different tactics on social media.

Set your Key Performance Indicators (KPIs) when setting your goals to understand what social media metrics to focus on.

Metrics should be set for each channel you use to be successful. On Facebook, for example, reach, engagement, and impressions are important, whereas on Instagram, interaction and discovery are essential.

Apart from the basic metrics, you can also track the growth rate of your audience, the amplification rate of your content, or the virality of it. There are many metrics you can use to track success, so choose the ones that are important to your business.

2) Know who your audience is

It is crucial to understand your audience and what they want before you create personalized messages and content. A good way to do that is to conduct market research via online surveys, customer interviews, or by setting up a focus group.

Social listening is another way to learn more about your customers and community.

The two methods will help you formulate buyer personas that combine your buyer profile and buyer insights to paint a picture of your ideal customer. Personas can be created to capture different insights, demographics, and pain points.

3) Research your competitors

A strategic approach to social marketing must include competitor research. Knowing what platforms your competitors use and what campaigns they run will help you understand what they are doing in the social space.

It is also possible to see their message, the content they produce, and the frequency of their posts. Understanding their approach to customer engagement and the success of their engagement can either help you emulate it or suggest a different direction to capture customers' attention.

Selecting the right social media platform is essential to the campaign's success.

4) Select your social media platforms

The question is not whether you should be active on social media, but how to choose the best channels for your business.

There are a lot of options, so it can be confusing at first. Nevertheless, don't be tempted to be present on them all for the sake of it. Some may not suit your business or content. Which social networks should you target and how do you optimize your content for each?

Facebook:

Facebook, one of the largest and oldest social media platforms, provides a targeted way to reach prospects and customers. This platform works for many types of content, and Facebook Live allows you to connect with customers through video.

Instagram:

Instagram has grown rapidly over the past few years and continues to be a hit among younger audiences. It's a great platform for showcasing products and connecting with influencers to gain new customers. In addition, Instagram will offer in-app shopping via shoppable posts soon, enabling customers to make purchases on the platform. 

LinkedIn:

LinkedIn is the place to be for B2B businesses and also provides opportunities for B2C businesses. Both organically and through paid advertising, it allows businesses to connect with each other. The best types of content for this platform are blogs, whitepapers, eBooks, and industry-related content. 

YouTube:

YouTube video is being viewed somewhere right now. It's that popular! The internet provides marketers with a way to connect with customers in a way that offers information, but can also be entertaining. This platform could be ideal for brands that produce a lot of videos, especially how-tos or tutorials.

5) Plan your content

After you've done your research and determined the right social media platforms, it's time to plan your content and approach.

Let’s go into planning your content in simple steps:

• Set a tone for your pages. The tone of your brand is how you want the world to perceive it. Are you formal or casual? Is your business more serious or humorous? Do you want to showcase your brand's personality differently on each platform and speak differently on each?

• Create themes for your content. Take a look at what your USP is and determine which content themes or buckets you can create. Imagine that you're a travel resort or hotel and you want to share your spa and healthy recipes. You can create a content bucket around wellness. A content bucket could be about your location, what makes that location unique and interesting? Is it the wildlife, the scenery, etc.? There are some great tools available if you need help with content creation.

• Set up a content calendar. A social media posting calendar can help keep your posting on track especially if you're posting on multiple channels. Posting regularly on social networks is crucial. There are optimum days and times for networks as well, so keep that in mind.

• Create a content plan. Maintaining a schedule is important for consistency if you post regularly on social media.

There is no magic formula for creating good content. It's all about putting out content, analyzing it, optimizing it, and trying new things.

6) Manage and engage your community

As a result of social media, you can build connections and create communities. Communities help to build brand awareness and build engagement.

It is incredible how an active community can create brand advocates and attract new customers. A community needs to be nurtured, so you need to take time to build and then grow it.

The key to managing and engaging a social media community is to be responsive. Customer queries or comments should be answered quickly and helpfully. As social media becomes more popular as a way for customers to communicate, there will inevitably be complaints. If you want to avoid a social media crisis, respond positively and ask how you can improve their experience. 

Conduct polls or surveys to engage your community. It makes them feel like part of the community, but may also help you learn more about your customer base.

7) Get more followers

It is pointless to have a social media channel if you do not gain new followers. Growing your audience is an important part of any social media strategy, and you need to employ tactics to do so.

Growing your audience can be achieved organically or through paid advertising. First, content is crucial since it will help to drive engagement and attract users. Consider offering a competition or a glimpse behind-the-scenes of working for your brand.

Don't forget to cross-promote from one platform to another. If you have an Instagram account, your Facebook fans may be interested. Share a post to see the impact across channels.

Paid advertising allows you to set a budget and target a group of users.

You can keep track of all your campaigns by using a paid media campaign tracker. If you have a product that you want to promote, you can work with influencers. Micro-influencers can be helpful, especially if you're a local bar or restaurant looking to get customers in the door. Press releases and articles in relevant publications are also effective methods of driving people to your social media channels.

Learn more about how to have a holistic social media marketing strategies by joining our globally recognised certificate course today - taught by the industry experts!

Source: Digital Marketing Institute

7 Ways to Become the Best Digital Marketer

In the modern world, our lives are much more intertwined with the digital world than they were even ten years ago. In fact, over half – 53% – of the world’s population can currently access the internet from various mobile devices, with 42% of people having access to the internet.

With so many people playing, working, and shopping online, it's no wonder that digital has moved to the forefront of the marketing department's priorities. From maintaining relevance in their customer's mind to building a profitable brand, companies, organisations, and businesses are starting to invest a lot in digital marketing. 

Whether you've set your sights for a future career as a digital marketer or want to level-up your skills, certain tactics and steps can be taken to find success in any position. Between working for yourself as a freelancer and landing a high-level digital marketing position in an organisation, there are a variety of jobs available to those with relevant and up-to-date skills. 

So what can you do to become the adaptable, in-demand digital marketer that companies are seeking? Here are 7 key tips that will help you specialise, strategise, and streamline your career as a digital marketer.

1. Attend Networking Events

Although knowledge and information on digital marketing are widely available from sources such as podcasts and online articles, investing in a trip to a professional conference offers you benefits that other informational sources just can't. 

At these conferences or networking events, you have the opportunity to listen to industry experts in Hong Kong, take advice from best-in-class digital marketing professionals and get a glimpse of the direction that the digital marketing industry is heading in. They are often full of interesting events, workshops, and lessons, all geared to help you enhance your skillset and expand your understanding of why you do what you do.

Not only can these local or international conferences revamp your professional skills, but they give you the opportunity to build better professional interpersonal relationships. 

2. Learn from Digital Marketing Brands and Entrepreneurs

If you're considering or just starting out in a career in digital marketing, making the investment in a professional digital marketing conference may sound like too big of a leap. Luckily, there is a variety of progressive and informative content online geared towards making your career in digital marketing a success.

These digital marketing 'thought leaders' have the experience, expertise, and knowledge needed to create digital content that is extremely accessible for beginners. And since most of these thought leaders are digital marketers themselves, they know exactly how to make their informative content easy to find on search engines and across social media platforms. 

Chances are you've already seen articles from digital marketing experts like Neil Patel and Service as a Software (SaaS) providers such as HubSpot. These professionals have created content directed towards industry newcomers and high-level marketers alike, helping you reach your goals as a digital marketer in a field that can sometimes feel like it is continually changing.

3. Connect with Like-Minded Individuals

As a digital marketer, a large part of what you do is developing communities online. Whether it's around your personal brand or for a global organisation, an active community can make or break your business. So why wouldn't you want to be actively involved in a like-minded community of digital marketers?

Active digital marketing communities either online or offline can help you recognise the importance of what you do and how it fits within the 'big picture' of your business and your life. 

When you're able to communicate your frustrations openly or simply ask a question about an area of digital marketing you're unfamiliar with, you can gain confidence in your abilities and push yourself to both learn and try new strategies and processes.

4. Find a Digital Marketing Internship

Like with any internship position, many individuals take them for the opportunity to be exposed to a professional environment that pushes their capabilities forward. An internship is often challenging, but when you're surrounded by the right team of professional marketers, you can learn from both the mistakes and successes they've experienced over the years.

Not only an internship can help you expand your digital marketing portfolio and experience, but it can help you determine what you appreciate in a work environment. 

As there are so many facets of digital marketing, you may find that you appreciate solitude when trying to write creative content, or instead that you thrive completing a collaborative content strategy to push a new product or service.

Although you can take the time to learn and experience facets of digital marketing for yourself, an internship will put you face to face with the real-world roadblocks that marketers must overcome and the processes that help them become the renowned marketing team that they are.

5. Become a Member of a Professional Body

Did you know that becoming a certified member of a professional body isn’t just for service-based careers like architects, solicitors, or doctors? 

Digital marketing is a necessary and growing industry around the world, meaning that being a member of a professional digital marketing representative body can help you stand out from the competition when trying to land your dream job.

Often, becoming a part of a professional body can only be achieved after completing a certificate program. For digital marketers, a Digital Marketing Professional Certification training course can qualify you to be a certified digital marketing professional. These courses often cover essential facets of digital marketing, including:

• SEO

• PPC marketing

• Email marketing

• Social media management

6. Stay Up to Date on the State of Digital Marketing

In the same way that programs, apps, and social media platforms are ever-evolving, so is the way in which digital marketers must interact with audiences. From keeping up with popular online acronyms to knowing how artificial intelligence (AI) is impacting the way people use technology, the world of digital marketing is ever-changing, and it takes adaptable digital marketers to keep up.

To become a best-in-class digital marketer, make sure that you are staying up to date with industry issues, valuable content, and various updates. 

The good news? Keeping up with the digital marketing industry isn't hard. Incredibly informative podcasts on the subject are widely available, and websites such as Buffer and the Content Marketing Institute write clear and well-researched pieces on basically anything you’d want to know about digital marketing.

Whether you subscribe to these publications to receive regular notifications of new content in your mailbox or prefer to tune into a podcast on your morning commute, this newfound understanding of your industry and its inner workings can help you become a digital marketing expert.

7. Practice Continuous Learning

Although education can be a valuable asset to any career in digital marketing, learning shouldn’t stop when school is done. Investing in training throughout your digital marketing career can help you become a stand-out digital marketer with a varied, in-demand skill set.

As we mentioned above, the digital marketing industry is continually evolving, meaning that your knowledge of the industry should be, too. A career in digital marketing allows you to follow your curiosities by taking advantage of available training sessions. 

As you know, you’re much more likely to follow through with a course or certification if it’s an area you are interested in. Curious to know how PPC advertisements work? Want to know what factors create a persuasive sales page that gets results? 

There are plenty of digital skills training courses available both online and offline, so don’t be afraid to invest in your career.

Becoming a Best-In-Class Digital Marketer

Are you eager to propel your digital marketing career to the next level? The tactics above are designed to help you learn, grow, and excel as a digital marketer, both online and offline. A career in digital marketing can be rewarding, allowing you to understand both your own goals and the world around you a bit better.

Whether you are aiming to start a successful self-run digital marketing business and brand or want to skyrocket to a management position on your digital marketing team, the industry is full of opportunities for those who are willing to put in the time to hone their craft and adapt to changing demands.

If you’re interested in reputable digital marketing training, a professional diploma or postgraduate diploma in digital marketing from the Digital Marketing Institute may propel you to bridge the gap between your current professional situation and your dreams.

Source: Digital Marketing Institute

How Are Jobs Evolving in the Digital Marketplace (& What Does it Mean for Education)?

We're living in a world where career considerations have to include a future-proofing plan. 

Many people live in fear that their jobs will be lost due to artificial intelligence and other forms of technology. However, learning to look at the changing digital marketplace as evolutionary can provide a clear picture of how continuing education can help improve chances for job security today and into the future.

As jobs evolve and skills gaps widen, employees and employers need to look for ways to upgrade skills to ensure their skills and knowledge are relevant. For the education sector, these changes can provide great opportunities provided colleges, universities and training providers know how to tap into the marketplace. 

Technology Skills

Between 2012 and 2016, the Association for Talent Development analysed over 30 million job descriptions asking for technology skills and experience. 

They reported that 60% of the jobs listed included technology skills and experience for non-IT jobs and discovered some other interesting facts about the role technology plays in the workplace.

Beyond the IT Department

Today, an understanding of technology is required across all departments and functions. Although the IT department still fulfils an important role in providing technology to business, almost 80% of business leaders have recruited employees with technical skills or experience instead of being reliant on IT alone.

As well, over 75% of workers require analytics tools and technologies to perform their jobs. This trend is tied to an increase in digital marketing, products delivered online, and the growing use of the cloud.

Security Skills

Security skills are not related to loss prevention or building management. Instead, the rise of breaches circling around personal and corporate information pose a new threat that has transformed the need for heightened cybersecurity.

Chief information security (CIS) officer positions have risen in profile with 20% finding themselves in front of corporate boards of directors who want to know what they are doing to protect corporate information. 

This means the role of the CIS has become a highly visible position. Security-related skills have also become a benefit for many marketing and finance job roles. 

More than Computer Literacy

Computer literacy is a given for just about any job today. However, there is a growing demand for technology skills once reserved for IT positions such as “solutions design” and “user interface.”

These additions to job descriptions span many different roles including HR and finance. Other job requirements once designated to IT departments include analytics skills, digital management skills, and experience managing technology vendors.

Closing the Skills Gap

The increasing demand for technology skills shows the strong shift towards the digitised workplace and the new skills more jobs will require.

Technology should not be seen as something that will replace humans, but instead is the reason humans have to be forward thinking on skills development. The desire to re-educate even the most educated professional is more real than ever before.

Leaders and workers alike will have to consider how they can contribute to the changing digital landscape to close the skills gap created by changing technology. This rapid innovation requires a new mindset and skill set that is adaptive in nature.

The world has changed the way products and services are delivered. These changes have altered the way technology is used from the manufacturing floor to the way marketers advertise their products. Efforts at adaptation must be made to improve technical knowledge and experience in order to further careers that can be sustained well into the future.

The education sector has the perfect opportunity to tap into the demand for digital skills across roles and industries by providing up-to-date and industry aligned qualifications that are recognized in the workplace. 

The Role of Education

The promise of increased productivity through automation raises questions for policymakers and business leaders who are struggling with the impact that automation will have across many facets of business. 

That includes jobs, in general, the skill level required in existing and new roles, as well as areas such as expected wages in a changing job market.

Many areas are still unknown and challenge conventional ideas of employment. One of the greatest challenges is keeping pace with the changing skill set required by the digital marketplace. Most companies do not have an educational program in place to help workers maintain the relevant skills required to perform their jobs effectively.

At the same time, educational systems are not changing to keep pace with workplace demands. In fact, according to a McKinsey survey, 60% percent of employers and young people in nine countries agreed that new graduates did not have the proper skills to enter the workplace. 

The Skills Gap

The same McKinsey survey found 40% of those surveyed cited lack of skills as the main reason for entry-level job vacancies. These gaps included technical skills as well as “soft skills” such as punctuality, teamwork, and communication. 

The survey also refers to research conducted by LinkedIn found that workers feel they are not able to realisze their full potential in their current roles. Of participants, 37% said they were not using their full skills and were in jobs that lacked challenge.

Digital Disruption

Digital disruption is the new industrial revolution in Hong Kong. It calls for organisations to embrace technology and incorporate effective training and educational programs into the workplace. More and more employees are looking for organisations that focus on skills training to encourage career growth.

Two years ago, Cushman Wakeman published a study exploring the opportunities presented by digital disruption in the workplace. They surveyed graduates entering the workplace who listed three attributes that were the most important when job hunting:

1. Professional training and development

2. Creative and dynamic working environment

3. Leaders who support my development

Perhaps even more telling was an increase in organisations introducing more digital tools such as:

• Customised mobile applications developed for internal use for both teamwork and customer interaction.

• Using AI such as Siri and Cortana to find corporate information, as well as robots being used for security and other interactive roles. Some organisations are even introducing their own AI assistants.

• Internal social media such as Yammer, Chatter, and WeWork, as well as customised apps, are providing new ways to reduce emails and offer instant conversations throughout an organisation.

• Re-purposing existing applications such as WhatsApp offers an affordable way to communicate in group chats for special projects as well as corporate and customer communication.

All of this information points to internal training as the key to attracting talent and to ensuring staff can use digital tools in the workplace. 

Digital Enablement

In a world where independent work is made easier thanks to technology, digital “enablement” makes independent work easier.

McKinsey’s independent work study reported 20 to 30% of those employed in the U.S. and Europe are engaged in independent work. Although 70% of this group chose independent work, the rest of the group were forced into independent work when they were unable to find a traditional job. 

Those in the group who were forced to choose independent work cite income variability and the lack of benefits as reasons they do not prefer this mode of employment.

Companies who are going the independent worker route using digital platforms to enable working from home will have to find better solutions to meet the needs of independent workers. On the flip side, digital platforms empower those who prefer self-employment or contract work. It is not something unique to the U.S and European countries.

Conclusion

Digitisation is opening opportunities globally and across all sectors. Education systems will have to evolve as will organisational training programs to help improve preparedness for a digitally driven workplace. 

Creativity, critical thinking, and analysis will become the less traditional skills required to meet the challenges of the changing workplace. Systems and organisations that embrace adaptive, lifelong learning will prove to be the biggest talent draw now and into the future. 

Source: Digital Marketing Institute

How to Become a Digital Marketer

Are you a recent graduate, traditional marketer, or a tech-savvy entrepreneur who’s ready for an exciting career change? Do you want to excel in a field that bolsters unlimited learning opportunities and potential for rapid personal growth?

If you are ready to become a highly in-demand digital marketing professional, you are in the right place.

With the increased use of the internet and more people than ever in Hong Kong focusing on digital marketing — there's never been a better time to start a new career as a digital marketer! 

What is Digital Marketing?

Digital marketing is the combination of all the marketing efforts a company uses via digital media to connect with potential customers, such as websites, email, search engines, and social media. Marketers connect with consumers on devices like phones, tablets, and laptops. It involves understanding where your potential customers will be online, what device they will use to connect, and meeting them there.

Digital marketing differs from its traditional counterpart in that traditional marketing campaigns focus on selling the customer a product. Digital marketing focuses on providing value to potential customers where and when they need it. The goal of digital marketing efforts is to put what a person wants or needs in front of them when and where they are looking for it.

Digital marketing is an umbrella term, and there are many specialised jobs involved in the industry, including SEO, social media management, content marketing, data and analytics, and PPC to name a few.

Skills Needed to Work in Digital Marketing by Specialty

Search Engine Optimisation (SEO)

People are looking for information on Google and other search engines. Optimising websites to come up organically in search engines is a fundamental aspect of digital marketing. An understanding of how to integrate keywords into content, change alt text, collect backlinks, and so on are essential parts of this strategy.

Social Media Management

Running Facebook, Twitter, Instagram, Pinterest, and LinkedIn is another aspect of digital marketing. You have to be able to attract followers and engage with them on a level that’s meaningful to them. An in-depth understanding of who is using what platform and when will help drive your social media campaigns. 

You want to use creative storytelling to post on relevant trends. To do so involves researching not just your audience, but also what they are interested in right now. It’s a fast-paced aspect of digital marketing that requires steady management and an ability to think on your feet.

Content Marketing

Content marketing is a big job. As a content marketer, you are both a creative thinker and data analyst. You use both of those skills to create content across multi-media platforms to spark the interest of your audience so that they come to you for more—which ultimately creates more leads and more conversations.

Data and Analytics

An understanding of Google Analytics is a must. One of the benefits of digital marketing over conventional methods of marketing is its measurability. You must be able to use your skills to interpret which of your marketing campaigns are the most successful. The metrics can be complicated but being able to use them to paint a picture of your target audience and what motivates them will give you the tools to scale your campaigns and increase overall profits.

Pay Per Click (PPC)

Where SEO focuses on organic traffic, PPC is the sponsored ad equivalent. The digital marketer bids on keywords that when searched will have your ad come up in the paid ad listings. A person in this role is responsible for driving traffic to a website, and the digital marketer determines what action the customer takes once there. It requires analysing data to reduce ad spend and increase ROI.

How to Become a Digital Marketer

Aside from the professional skills and the education you possess, digital marketers bring a certain attitude to the table. They are go-getters and thought leaders. If you want to be one, you will need to think like one. The best way to do that is to learn from them.

Take an Internship

If you are just starting out, an internship can help you gain experience and expand your portfolio. Being around other industry professionals will give you exposure to the different aspects of digital marketing and help you determine which is your preference.

Follow Thought Leaders

Digital marketers today understand that the field is growing at such a rate that sharing industry secrets isn’t creating competition or taking business away. Many digital marketers will not only tell you what they did, but they will share with you case studies showing you how they did it. Watch them, listen to them, sign up for their emails.

Network, Network, Network

You want to be a digital marketer, so go where digital marketers are and talk to them. Attend networking conferences or sign up for online groups. Often, it’s from these places that unexpected opportunities are born, and they can be great learning experiences.

Always Be Upgrading

Whatever you are good at, you should strive to be better. And if there is something you need to work on, there’s nothing stopping you from mastering it. As a digital marketer, you will always be upgrading your skills, and there is no shortage of courses, eBooks, and webinars both free and paid to help you keep your skills fresh.

Transition to a Role in Digital Marketing

If you have a degree or experience in any number of fields, as long as you have a keen interest, you can make the transition to a role in digital marketing. 

A few careers with skills that will translate well and propel you to a career in the field include but are not limited to:

• Journalist

• Teacher

• Writer

• Data Analyst

• Newspaper Editor

• Print Marketer

• Sales

• Retail Management

• Blogger

Final Thoughts

If you want to be a digital marketer, you’ll need to have drive, ambition, and a real passion for the business, in addition to the tech, education, and professional skills required. 

You have to understand that digital marketing efforts are all about what you can do for the customer, not what you are trying to sell to the customer. If this sounds like your dream job, start learning today. 

Source: Digital Marketing Institute

What’s the Market Demand for Digital Marketing Education?

Marketing is a traditional industry as the need to spread awareness, make people aware of products or services has been around for as long as capitalism itself.

In today's economy, marketing has become a very sophisticated, complex, and ever-evolving industry. It’s something that every business in Hong Kong relies on and there's no question in anyone's mind that if you want a successful business, you need a strong marketing presence.

For those in the education sector, this presents great opportunities. As marketing becomes more complex and specialised, it's a skill that needs to be continuously nurtured and cultivated making a comprehensive digital marketing education crucial for professionals across industries. 

In this article, we explore the evolution of marketing and the growing demand in the marketplace. 

Does Market Demand Exist?

The first question any organisation needs to ask is if there is any kind of sizable demand for digital marketing education in digital marketing? Is there a need in the workforce for people who are trained in this field? While sectors such as medicine, engineering, and law have decades of proven demand, digital marketing is a relatively new field.

Regardless of digital marketing’s age, the answer to that question is “yes.” Even taking the digital aspect out of the equation, the general field of marketing has a sizable spectrum of demand. Public relations, brand management, and of course, traditional advertising like television and radio commercials and print ads are still important parts of the industry in Hong Kong.

When you add the digital component to this equation, the actual demand for marketing jumps up by orders of magnitude. In fact, current estimates say that the demand for digital marketing specialists outstrips the currently available supply, with 56% of the companies in one survey saying they needed people with digital marketing expertise.

With that type of demand, it is simply impossible for the existing job pool to meet current needs. New blood is needed. But where do businesses get it? They can get it from a qualified group of graduates or even their own employees, as long as the person has undergone substantial digital marketing training and education.

Digital Marketing is a Global Phenomenon

One of the most interesting things about the market demand for digital marketing is that this demand is universal.

The list of potential countries with a high annual salary for people with digital marketing training and expertise are:

• Australia: $44,000 for entry-level positions, up to $87,000 for senior.

• Netherlands: $38,000 for entry-level, and $65,000 for senior.

• USA: $35,000 for entry-level, with $64,000 for senior.

But of course, while that’s the top three, there are plenty of other regions like Canada, the United Kingdom, ,Singapore, and of course, Hong Kong, that are placing increased importance on securing staff with education in digital marketing.

But why is this demand growing? What is it about digital marketing training that makes it such an “exportable” skill to so many different parts of the world?

Digital Marketing is Growing in Relevance

The relevance of digital marketing continues to grow, with over $111 billion spent on advertising. By 2019 that figure is estimated to account for 55% of total media ad spend. 

The biggest reason for this growth is the migration of the market. More and more people are spending their time using internet-connected devices like smartphones or desktop and laptop computers, rather than watching broadcast television or free-to-air radio. At the same time, traditional print ad venues such as magazines and newspapers are experiencing contractions in their audience. It’s not that people have stopped consuming media, they’ve simply decreased their consumption of traditional media and moved onto digital, online platforms.

So, the traditional career route for a marketer of joining a large established advertising agency is changing. More and more businesses are taking advantage of the smaller, more approachable and customisable nature of digital marketing. They might choose smaller or more nimble agencies that give them the attention they need. Or managers might bypass ad agencies entirely and hire their own in-house marketers.

More often than not, people now talk about something they saw on Twitter or Facebook, not on a commercial in last night’s latest episode of a popular television series. Digital marketing is rapidly passing traditional marketing in importance and audience reach, and more and more businesses need specialists in this industry so that they can be where the customers are. 

Digital Marketing is Diverse & Education Must Be Too

There’s more to digital marketing than just having an instinct for smart promotion or coming up with an enticing slogan or striking ad concept. Good digital marketing training doesn’t just focus on marketing; it embraces all things digital.

Advertising in the digital era provides massive, global reach, but it is not simple to achieve. The algorithms social media uses to find popular topics, the optimisation of content so that search engines can more easily find it, and the multi-media nature of the digital landscape means that there’s a surprising amount of technical proficiency employees need.

The most compelling sales content in the world does no one any good if it’s hard to find on the internet or created in such a way that search engines actually ignore it. Digital marketing is far from a straight transference of advertising skills to a digital platform. 

It demands an understanding of the parameters of search algorithms, paid ad techniques, what content inspires consumers, and more. As such, digital marketing education, whether from a school or business-developed program, needs to cover these topics and skills. 

Change Is a Constant, So Frequent Updates Are a Must

Perhaps one of the most important points to keep in mind about digital marketing training is that this is not a static discipline. New technologies are always developing, so there’s always a cutting edge to the technical side. One example is the algorithms that Google uses to rank content. These algorithms are being tweaked regularly, so what works well in 2019 may no longer be as important or as crucial in 2022. Marketers need to realise that education isn’t over once they get their degree. Digital marketing is in a constant “arms race” as better techniques and tools are invented.

But even more crucially, fashions change. If digital marketing had been as important 15 years ago, marketing experts would have been focused on MySpace. Today, marketing focuses on Twitter and Instagram, as the dominance of Facebook gradually erodes in favour of the platforms preferred by millennials and Generation Z.

In other words, new social media platforms and algorithms will come and go. That means there will always be something new to learn or a program to adjust to. As the demographics change, and new technologies emerge, so too will new digital marketing possibilities for people willing to experiment, innovate, and gain the first-mover advantage by pioneering these spaces. 

Digital Marketing Is a Growth Industry

Developed nations have moved past the point of being industrial-based, manufacturing economies. The forces that move modern nations are services and technology. The growth of the internet has made digital marketing not just a local concern but a global one as well. Digital marketing will continue to grow as the audience, the market, and businesses increasingly put their attention on the digital space.

Unlike some professions that are threatened by automation, digital marketing is something that machines simply cannot do. There’s a certain amount of “future-proofing” built into this career that ensures that students looking to graduate and enter the workforce will have viable career tracks open to them.

For professionals already established in their careers, digital marketing education is needed to keep up with competitors. Companies can add value to existing employees by expanding their skill set and providing them with the skills and knowledge they need to thrive in the company and to help the business maintain an important marketing presence in a changing digital landscape - a good start will be enrolling them in a practical digital marketing course.

Conclusion

“The skills are in demand and businesses are wanting to power their marketing efforts by strengthening their digital marketing offering” – Mark Ashbridge, General Manager of The Left Bank

Digital marketing is not going to go away. In fact, digital marketing is only going to grow in importance for all businesses. The demand for people with digital marketing training is already at the point where there’s a deficit of qualified personnel. 

Organisations and educational institutions that have the foresight to develop strong programs and train people in this area are a critical need.

Source: Digital Marketing Institute

How to Become a Successful Content Marketer

Content marketing is no longer a new strategy that only in-the-know marketers think about it. Instead, it is the one marketing strategy every business needs to incorporate if they want to remain competitive, and one that digital marketers should excel in if they want to have a better career. That is true across industries, businesses, and organisations of all sizes. 

However, very few companies in Hong Kong know how to do it, and even fewer know how to do it well. That provides a world of opportunity for the savvy Content Marketer. If you are interested in becoming a Content Marketer, there are a number of skills you can focus on to help get your resume up to snuff. 

An Exciting Role

Content marketing focuses on creating valuable online content that will remain relevant to consumers. It is intended to attract customers and retain an audience that will become dependent on the information. Content can refer to any form of information including blogs, articles, videos, social media posts, images, white papers, case studies, and more.

Content marketers develop a content strategy with the goal of arousing and maintaining interest in a brand, product, service, or even a cause. You can hold a position within an organisation to create content specific to their needs or work for a content marketing service and provide content for multiple clients. At the heart of the position, you will require excellent writing skills but also have a keen understanding of consumers, online habits, analytics, and a general understanding of the many platforms used in the industry.

Your career can blossom into many different areas depending on your own personal goals. However, the growth rate in the industry allows you to set lofty goals, with 51% of companies forecasting they would require an executive to oversee their content marketing in 2017. That is a 42% increase from 2016, and these numbers will continue to rise. It is a clear sign there is room for promotion in this industry, something backed up by the state of content marketing this year.

Productivity: Proving Your Worth

Content marketers are under the gun to remain productive, providing valuable content that people can use. According to John Rampton, founder of the production tool Calendar, just about anyone can produce content, but very few can do it effectively. "Companies and individuals who do content marketing haphazardly usually find it ineffective, and often give up," says Rampton. A career in content marketing can be lucrative if you can prove to be a productive content provider.

The skills required to remain productive include:

• Idea-Driven: Content marketers must have an arsenal of ideas. You must be able to provide a plan that continues to generate new ideas for topics and subject matter that will keep your audience engaged.

• Planning: Planning the what and when of content is just as important as creating the content itself. You have to understand how much material is enough, so you keep your audience interested. Your readers should never feel put upon to read your info. Your plan needs to include the topics you will cover and when you will post your content, and you must follow through with the program you've laid out.

• Focus: In order to write excellent content, you need focus. Your plan has to be followed up with scheduled time where you sit down and write. Be wise with your time management, and you will find you get your writing completed to plan.

• Delegation Skills: Understanding when it's time to delegate is vital to help keep your plan flowing. If you are too busy to write, then outsourcing or hiring a writer makes good sense. That is how many a content director or VP has been born. They saw the need for growth, addressed it, and made it happen.

• Distribute Wisely: Your content is of no use to anyone if it can’t be found. Your role must also include a plan to get your content noticed. That involves many avenues from working with other thought leaders in your industry to leveraging your social media accounts. Most of all you have to understand SEO.

The Skills of a Successful Content Marketer

Content marketing is continuously evolving. Although you have your basic skills as a writer, telling a story is just one aspect of the job. Successful content marketers share the following abilities:

• Techie Tendencies: If you can combine excellent writing skills with technical skills, you will have an edge over the competition. A good start is to become familiar with common platforms such as WordPress. You should also look for courses in SEO, HTML, Google Analytics, CSS, demand generation, and coding. Being able to answer questions and understand a discussion about all or a good variety of these areas will come in handy when you are interviewing for content marketing positions. There are plenty of online courses you can take to add tech skills to your resume. You can also create accounts such as Google Adwords so that you can get some practice.

• Creativity: A well-rounded person makes an excellent content marketer as they can approach the work from many different angles. Creativity is the driving force behind content even in the driest of industries. You must be able to engage people using a combination of creative approaches that are both visual and text-based.

• Branding: If you can come at content marketing with some brand development under your belt, you will be offering a more strategic aspect to your skills. That works in hand with creative skills and can help you show potential employers that you offer more than just writing skills. It will also assist in planning out the content strategy.

• Research: The only way to create content is to research, research, and research some more. But research serves another purpose. It teaches you how other people will be seeking the info you are providing. Every search you do for your own content is a lesson learned in SEO. Your research skills will prove that you know how to create content your customers need, as well as how to identify pain points that can be solved with the content you create. You also need research skills to investigate your competitors as well as how your own products and services are used and needed by consumers.

• Creating Your Own Brand: Creating an online presence of your own goes a long way to showing potential employers what you can do. Having active social media accounts will help profile your skills. Your LinkedIn page is particularly important. Posting industry related blogs and other posts will help set you up as an industry expert. Showing you have followers of your own speaks volumes of what you can do for your employer's social media pages.

Your Day as a Content Marketer

A content marketer’s job will vary greatly from company to company. However, there are a few common roles and duties most content marketers share including:

• Strategy: In most positions, you will develop a content strategy and set measurable goals to ensure your plan is working. You will determine the type of content you (or your team) will create, where and when it is published, and how it ties into the company goals.

• Identifying Targets: In order to generate excellent content, you must understand your audience. Empathy is important, so you can understand where your audience is coming from and answer their questions.

• Research: This will take up a lot of time as you have to investigate trends, identify opportunities, and look for holes in the content your competitors are providing. Because content must be unique to be successful, it is often a good idea to be working with your sales team or customer service department to get information that is specific to your own customers’ needs. And of course, you will also spend time researching keywords to ensure your SEO is effective.

• Planning: An effective content marketer uses a content calendar and plans to keep on top of their tasks. You will prepare the subjects you wish to cover, schedule them strategically on your calendar and ensure you are not overusing the same information too often. Rotating information, repurposing older blogs and looking for new ideas are all part of the plan. You can also switch things up with a mix of video, editorial, blogs, memes, and infographics.

• Brainstorming: A good content team spends plenty of time brainstorming to continue to generate the best quality content. It is a creative process that keeps the juices flowing and keeps people passionate about the subject they are addressing.

• Writing & Editing: Depending on your level, you can expect to put in quite a bit of time writing, or at least editing content. You will either do it yourself or oversee a team of writers both in-house and freelance whose work will require review. If you do have a group of writers, you will also assign work and manage workload.

• Analysis: You will assess metrics for everything you post to help ensure your plan is working. You will review data and adjust your content based on what you learn. That is to ensure you get the best ROI from your plan.

Final Thoughts

Content marketing is still a relatively new career providing ample opportunity for growth. Whether you are a writer, a recent graduate or are looking for a career change, content marketing is the perfect solution for the self-starter who is creative at heart. If it sounds like what you want to do, you should see how your mindset should be before sending out resumes to get your foot in the door.

Source: Digital Marketing Institute