According to Paul Roetzer, founder and CEO of PR 20/20, “the marketing industry is advancing at an unprecedented rate, creating seemingly insurmountable gaps in the marketing talent, technology and strategy.” How does this affect marketers? And what does this mean for the modern marketing team?
The role of “the marketer” is rapidly evolving. So, how does this modern marketing team differ from the traditional one? New tools and technologies are changing the way we use marketing to grow our business. The scary fact is that the traditional marketer is becoming obsolete. According to Adknowledge, the majority of CMOs feel unprepared to manage evolving (and key) areas, such as data, social media, proliferation of channels and devices, consumer shifts in behavior, globalization, collaboration and influence. In other words, marketers are not prepared for this paradigm shift and the traditional marketer is facing extinction. In its place comes the modern, digital marketer (or marketing team).
Building your dream team
So, what are the essential skills needed for any modern, digital marketing team? Getting straight to the point, these six skills have become the most important in modern day marketing and agencies who do not keep up with these trends will fall behind:
- Data analysis
- Graphic Design
- Social Media
Tip: For a more extensive list of skills, take a look at Paul Roetzer’s book The Marketing Performance Blueprint, where email marketing, event planning, mobile strategy, paid media, public relations, video production, and website management are also discussed.
The number one skill a modern marketer needs to master is copywriting. As Roetzer notes in his book, “the ability to write persuasive copy for all marketing channels is possibly the most important fundamental modern-marketing skill.” In other words, content marketing has become a key business strategy in 2016 and will continue to be so in 2017. Why is content marketing so important then?
Due to increasing “marketing clutter,” the impact of traditional marketing channels (e.g. magazines, radio, television, billboards) is continuously being diluted. Content marketing can resonate powerfully with your customers, being tailor-made to their needs and interests. It is a vehicle with which you can communicate your brand identity and subject-matter expertise, without being overtly (and sometimes irritatingly) promotional. As reported by one study, 70 percent of consumers prefer to learn about companies through articles instead of advertising.
Today’s consumers browse the web in search of valuable information and have built up a certain resistance to the “hard-sell.” More specifically, people want to read quality content that helps them make good decisions.
Content marketing is also imperative for your website’s SERPs (search engine results pages) and online ranking. Publishing new and original content, as well as updating existing content on your website, will boost your presence on search engines. In turn, more customers will land on your site in their online search for a solution.
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