What type of Digital Marketer would you be?


When you’re considering a career in digital marketing, you may not be aware of all the career paths that are available to you and how much variation there is between the different roles.

Each specialist area within digital marketing appeals to different people with different skill sets and interests. Some marketers are required to possess a wide range of skills, especially if you work in a small marketing team whereby everyone covers all areas of digital marketing. This makes for a fantastic varied role and gives you the opportunity to choose which area you want to specialise in. In other businesses, you could have a very specific job role where you focus on one aspect of marketing.

To help you decide on the right path, below are some of the most common roles in digital marketing and the skills and interests required for each;

Social Media Manager

  • Creative
  • Resourceful
  • Versatile – likes working with different content forms
  • Enjoys being in the action and away from a desk

Out of all the job titles listed, social media might be the one you’re most familiar with. A career in it could be for you if you love being immersed in the world of social media and you’re interested in how the platforms work and how to improve your own engagement.

If you like the idea of a structured day in an office environment, this career probably isn’t for you. However, if you love getting out and being in the action then you will love this aspect of being a social media professional. You’ll be the storyteller for your business – you’ll be required to attend all kinds of events and capture behind-the-scenes action to tell the story of your business and let your audience know what you’re all about.

This career is definitely for the creatives! Getting creative is the only way you’ll engage your audience online and you’ll be experimenting with different ideas and content strategies all the time. There’s also an analytical component to it too as you’ll have to measure the success of your social media campaigns in order to improve them.

If you use social media, you’ll notice that there isn’t just one form of content – you don’t scroll through endless walls of text. This means you’ll enjoy creating a variety of content forms including video, photos and graphics.

SEO Executive

  • Versatile
  • Creative and analytical
  • Organised
  • Strategic
  • Technically minded

Search Engine Optimisation (SEO) is an extremely varied role. It involves optimising your online presence so that your business appears more visible to your audience in search engines like Google. As a result, SEO improvements get you more traffic to your website.

The reason it’s a varied role is because optimising web content involves many different practices. It could mean copywriting, website auditing, outreach, page building, coding, analysing data, content creation and much more. It’s a job that requires a combination of technical and creative skills and many people who specialise in SEO tend to lean more towards the technical side or the content creation side.

You have to be very systematic and organised to work in SEO; there are so many different elements to it that it’s easy to flit about without achieving your objectives. The key is to focus on one project at a time and stick to a plan.

This also means you have to be extremely strategic. You’ll often have to create strategies to ensure your efforts are focused and align with your goals. SEO is very much a team effort – you’ll need to involve internal and external people in your strategy to achieve results. Being a good communicator will be extremely advantageous to you.


  • Loves writing
  • Creative
  • Great communicator – communicate a message to your audience and posses PR skills for outreach
  • Passionate about the industry they work in
  • Conveys personality through writing

The number one skill you must have to be a successful blogger is a natural flair for writing unless, of course, you become a video blogger which is much rarer within industries at the moment. There are a lot of elements that make up a good piece of writing but you have to have the basic skill to be able to build on it. For example, it’s important you’re able to convey a personality through your writing to build a ‘brand voice’ but this is something you can work on.

Part of being a great writer is the ability to communicate. You must be able to communicate a message to your audience to engage them and ultimately achieve whatever goal your blog sets out to do, whether encouraging an email subscription or a product purchase.

Along with the ability to communicate to your audience, you will also need to communicate effectively with stakeholders. You aren’t going to be an expert in everything you write about which means it’s going to be crucial that you are able to draw out information from the relevant people who are ‘in-the-know.’ It’s also very likely you’ll be heavily involved in ‘outreach’ which means talking to external media outlets to get your content out there.

As well as being a good writer, you must have some interest in the industry you’re writing for as it’s much easier to write engaging content that gets the audience as excited as you are. Not only does it make you better at your job but it will also you mean you get more enjoyment and satisfaction from it.

Pay-Per-Click (PPC)

  • Creative and analytical
  • Must be good with figures (you will be analysing a lot of data and managing budgets)
  • Organised – campaigns need to be organised thoroughly and monitored closely
  • Enjoys the office environment

Pay-Per-Click (PPC) is a method of digital marketing that involves placing ads online – mostly on search engine results pages like Google, on websites and on social media.

Just like SEO this role requires a combination of creative and analytical skills. In order to get your ads noticed you’ll have to be super creative (especially on social media platforms) but you’ll also be monitoring and analysing campaign data closely.

Because you’ll be managing multiple live campaigns at once, you will need to be organised. Your campaigns should be set up clearly so that they’re easy to manage.


  • Likes analysing data
  • Methodical
  • Curious
  • Handy with spreadsheets
  • Enjoys routine and being in an office environment
  • Passionate about business development – informing wider business decisions

As a data analyst, you will be relied upon to inform all areas of a digital marketing strategy as well as the overall business strategy. You’ll be looking at data collected from multiple from platforms such as your company’s website, social media, CRM and more.

Your role is to look for patterns in this data to find a meaning behind customer’s online behaviours (mostly in relation to their buying behaviour). You will be able to offer more insight into your customers’ lifestyles, demographics and behaviours than anyone else in the business and that’s why Analysts are often called upon to help make key business decisions. Your natural curiosity should be all the motivation you need to find answers in numbers.

You’ll be processing the data and applying multiple filters to extract the figures that you need. This requires a methodical approach and a certain level of technical skill. You’ll be using tools that require formulas that are sometimes complex to drill down data.

Would You Suit a Digital Marketing Career?

A career in digital marketing offers an incredible variety of roles which each require a specific skill set but as a general rule if you’re creative, logical and analytical then this is a career perfectly suited to you. What’s more, you can take your marketing career into any industry which is great news for those with a real passion for something – for example – fashion, sport, food etc.

If you’d like to know more about digital marketing or simply want some careers advice, contact CT Skills.