Article

Categories

Building Your Digital Skillset: the Key Roles of the Modern Marketing Department

Seven marketing roles that are essential to your digital marketing strategy

The success of any digital marketing strategy depends on effectively managing the shift from tactical campaigns to strategic content. It pays for any business to ask itself: does my marketing department have the right people with the right skills?

 

According to Tomorrow People’s recent survey, an estimated 55% of businesses don’t feel their content is achieving maximum ROI.

The same study shows that just 51% rate their own ability to provide content to customers and prospects appropriate for each stage of the buying process at 5 out of 10, or less with just 15% awarding themselves 8 out of 10 or more.

Marketers may understand the importance of inbound marketing and feel confident putting together the content that supports it, but it seems that a lack of sophistication in approach compromises the effectiveness of many strategies. For this reason - in any business - having the right people with the right skills set and expertise is a prerequisite for inbound marketing success.

 

Face up to the facts.

 

Old-style marketing departments with out-dated structures and roles predominantly filled by those with business and marketing degrees, just aren’t suited to creating the responsive, social real time content on which today’s digital marketing strategies depends.

Today’s marketing department needs a careful balance of both traditional marketing skills and new, as well other skills and expertise that - until recently - may not even have been associated with marketing at all.

Seven marketing roles you need in your digital marketing strategy

Irrespective of the precise titles different organisations choose, the modern marketing department now depends on having people in place to fulfil seven clear, distinct and increasingly important strategic marketing roles.

 

1. The visionary

The person with ultimate responsibility for the content marketing strategy. Typically, this is the departmental head reporting into the C-suite, closely aligned to the strategic values and goals of the business.

 

2. The project manager

Responsible for executing the content strategy once it has been agreed. Roles include developing a plan to execute the content strategy vision, identifying the different content required.

 

3. The storyteller

Creator of compelling stories that meet the content brief outlined in the content plan. Perhaps someone with a journalistic background.

 

4. The editor

Reviewer and editor of the storyteller’s compelling stories. Also responsible for ensuring all content has the desired tone of voice.

 

5. The creative

Responsible for ensuring the content is presented creatively. Typically, someone with a design background. Increasingly, someone with multimedia expertise.

 

6. The technical director

In charge of digital execution and distribution of content across different digital formats, platforms and channels.

 

7. The analyst

 

The person responsible for evaluating the impact and effectiveness of the content strategy. Ability to extract meaningful insight from a plethora of data to be used by the visionary to inform decision-making is key.

 

P.S. Beware failure to evolve.

Above all else, businesses should remember to remain flexible and open-minded at all times. Yesterday’s skills and expertise are no longer appropriate for today’s needs in digital marketing strategies, so there’s no guarantee that today’s approaches will meet the needs of tomorrow.

Understand the skill sets your marketing department needs to overcome the pitfalls that compromise inbound marketing success.

 

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
Customer Journey Mapping: A Real-Life Approach to Your Digital Marketing Strategy

Customer Journey Mapping: A Real-Life Approach to Your Digital Marketing Strategy

As financial services and insurance (FSI) companies strive to deliver the seamless multi-channel customer experience, the traditional marketing model has been radically reimagined. Innovative institutions are showing how cross-functional teams focusing on the customer journey can work to develop a single view of the customer – an approach that can bring tangible rewards. Yet research shows that large institutions still have some way to go in maximising the return on their investment in this area.

Aoife McIlraith
Aoife McIlraith 18 September 2017
Read more
Infographic - The Best Times and Days to Post to Social Media

Infographic - The Best Times and Days to Post to Social Media

With the social media landscape changing literally every single day, it's become a full-time job for social media managers to merely stay up-to-date on emerging and shifting trends and best practices. It's tedious, time-consuming, detail-oriented, and, quite frankly, a bit of a headache. But thanks to this new infographic, some guessing can be taken out of social media management.

Will Price
Will Price 21 September 2017
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
10 Marketing Lessons From Apple [Infographic]

10 Marketing Lessons From Apple [Infographic]

The 10-year-old kid, selling ice cold fresh lemonade on the street corner in your local neighbourhood had it right. He or she may not have realized it but the simple marketing strategy that they accidentally and innocently came up with works perfectly on the people strolling by on their daily walk.

Ellie Summers
Ellie Summers 19 September 2017
Read more