đội, và you might be uncertain which direction you want mập go. To help you decide what type of role you’re best suited for, I’ve outlined nine common positions within marketing, what folks in those positions vì, và what you can bởi vì if you want lớn start xuống dốc that path. I’ve worked in a few different kinds of marketing myself, including in mạng xã hội truyền thông & nội dung marketing, và turned bự other marketers, including some of my former colleagues at Contently, bự learn more about their roles .Keep an open mind as you decide which area of expertise you’d lượt thích phệ pursue, as many overlap with several others và draw on similar skills và qualities .
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1. Social Media Marketing
When a brand makes an off-color joke on a mạng xã hội truyền thông platform, it’s common for people watching phệ attribute this misstep mập “ the intern running the Twitter account. ” But no responsible company would hand kết thúc the keys phệ a brand’s Facebook, Twitter, or Instagram feeds béo an inexperienced intern. In fact, the larger the brand, the larger its mạng xã hội truyền thông đội likely is, with more senior-level marketers overseeing its mạng xã hội strategy .I’ve worked in mạng xã hội truyền thông strategy for brands including Walmart, Amazon Prime Video, & Lionsgate Films, and I’ve learned from each experience that mạng xã hội truyền thông marketers are often expected lớn think of themselves as editorial professionals first, brand strategists second. Even if a tweet is on brand, it’s useless bự everyone if it’s written in a boring ( or worse, offensive ! ) way .A mạng xã hội truyền thông marketer posts nội dung informed by a brand’s phong cách guide, but it’s important mập note that they aren’t simply viết bài copy all day. They’re engaging with a brand’s audience in real giây phút, preparing analysis of engagement dữ liệu, planning future campaigns & approaches based on that analysis, và collaborating with other marketers mập determine how a mạng xã hội strategy can tư vấn a brand’s other work. And they’ll often have ambitious KPIs ( key performance indicators ) phệ reach for .If you’re interested in working as a mạng xã hội truyền thông marketer, the first thing you can bởi is develop a robust professional trực tuyến presence for yourself. You can also try bự work on a project basis for brands or small businesses và build a portfolio of mạng xã hội copy & multimedia elements. If that’s not an option, you can always develop a sample mạng xã hội truyền thông strategy for a brand you admire, sort of lượt thích a prospective ti vi writer putting together a spec script .
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2. Email Marketing
Because of mạng xã hội truyền thông algorithms, only a small portion of an account’s audience will see their mạng xã hội truyền thông nội dung. So companies look for additional ways phệ reach the majority of their target audience. Email is still a precious commodity in the marketing industry because a newsletter’s subscriber base opts in Khủng a brand’s messaging. It’s a naturally more captive và curious audience, & gmail marketers who know how mập leverage the opportunity Khủng kết nối with users in their inboxes can bởi very well for themselves .To work in tin nhắn marketing is bự toe the line between dữ liệu analysis và editorial strategy. You’re often curating blog posts & link béo include in newsletters or promotions for subscribers ; using an gmail service provider phệ build và launch campaigns ; keeping an eye on open rates, nhấp chuột through rates, và subscriber numbers ; & running A / B tests & other experiments bự try bự boost performance .If you’re interested in tin nhắn marketing, independent tin nhắn publications lượt thích TheS kimm are great examples lớn study, but you can also subscribe mập newsletters from publications, lượt thích this one from The New York Times Cooking, và brands, lượt thích this one from General Electric .You can also get some experience by starting your own personal newsletter. Platforms lượt thích Substack và Mailchimp have taken off with writers, almost as if the gmail newsletter is on its way béo becoming the mới ra blog. You can start a regular correspondence with subscribers for không lấy phí, learning the ropes on each platform as you go. This way, when you apply Khủng an gmail marketing job, you’ll already have a portfolio of work .
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3. Brand Management
A brand manager oversees every aspect of communication, both internal và external, và brings a company or sản phẩm line’s brand persona Khủng life. A brand persona is a collection of messaging và customer experiences, và it carries a company’s narrative ( the sort of thing you saw on the “ About ” page 10 years ago ) across all platforms. “ You can think of brand management as the complete manifestation of the company in the marketplace, ” says Henry Bruce, former VP of Marketing at Contently. “ It has one voice, tone, look, & feel. ” A brand manager is responsible for maintaining all those aspects of a brand persona at once .In larger companies, a brand manager will probably work on an individual brand or hàng hóa line within the organization — lượt thích this brand manager at Staples who works specifically on the company’s TRU RED line — but the same ideas apply .Working in brand management is partly a creative job, but it’s also part project management. Adrienne Todd, communication manager at Celonis, a process mining company, says brand management requires organizational skills và expertise in motivating và incentivizing your coworkers in different departments. “ It’s a fact of marketing that no one marketer can ( or should ) bởi something entirely on their own, ” she explains. “ You have Khủng coordinate with designers, copywriters, digital marketing, marketing operations, & more, & that coordination doesn’t happen on its own, nor does it come naturally lớn people. ”Breaking into brand management is near impossible without any marketing experience, but if you’re already a marketer looking bự move up, volunteer for corporate strategy projects at your office. When you’re interviewing for a brand manager position, you’ll want bự be able mập point Khủng multiple scenarios in which you put out a fire for a company, reworked a brand’s messaging mập appease a specific audience, or developed a project with multiple đội members .
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4. Content Marketing and Copywriting
Brands are beginning béo create nội dung the way publishers or truyền thông companies would, và the writers và designers they hire béo create all this nội dung are called nội dung marketers. Simple enough, right ?Jordan Teicher, a nội dung marketer và the editor-in-chief at Contently, says the ability bự tell a story is paramount béo the job. “ Most [ consumers ] hate the hard sell, ” he explains. “ Narrative entertains và challenges consumers in a creative way. ” In recent years, marketers who write blog posts, internal documents, e-books, Powerpoint decks, op-eds, speeches, và more have begun bự centralize their efforts around the concept of storytelling .If you’re a marketer & skilled writer, you may still need an education in branded storytelling before your nội dung marketing career takes off. And that’s perfectly normal. “ Marketers can sharpen their skills by reading books about the mechanics of storytelling. Telling a story may seem intuitive, but when your job is ultimately mập sell something, it’s easy mập forget ” that the story must come first, Teicher says. “ So spend giây phút studying the elements of a powerful narrative. Then, when you’re watching ti vi or listening phệ your go-to podcast, step back & analyze what the story is trying bự accomplish. After some practice, you’ll start béo vì the same with your own work. ”To get into nội dung marketing, all you really have Khủng vì is write. A lot. You need lớn prove lớn hiring managers that you are passionate about the written địa cầu, which means you’ll need mập flex your muscles biên tập mạng xã hội truyền thông copy, đoạn Clip scripts, blog entries, investigative articles, zines, brochures, flyers, or other materials. A marketing degree can look appropriate if you’re applying béo a nội dung marketing job, but believe it or not, you’ll be even more attractive as a candidate with a literature or creative biên tập degree. After all, you need phệ know a good story .
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5. Product Marketing
Product marketers often act as an important liaison between the marketing đội và colleagues in sản phẩm management, engineering, sales, tài khoản management, customer service, & more. They spend a lot of thời gian learning about their target audience, understanding what they want và need, & “ translating ” information about customer experience lớn those tasked with creating và promoting a company’s offerings .This mix of responsibilities means sản phẩm marketers ought lớn have a high comfort cấp độ for multitasking & collaborating with different kinds of people. They’re the professionals on our danh sách who most desperately need Khủng develop a rapport with other teams .As Bruce puts it, “ hàng hóa marketing increases the effectiveness of a company’s sales đội bự chuyển đổi interested audience members into customers. Responsibilities include creating và maintaining sales playbooks và tools, sales collateral, & presentations ; [ running ] sales trainings ; executing all hàng hóa launches ; [ & ] conducting competitive / market intelligence & thắng / loss analysis. ”If you’re interested in hàng hóa marketing, study the corporate success stories of brands that have rallied behind a single eye-catching hàng hóa : the Apples, Nikes, và Glossiers of the world. Read about how products are created & promoted. Talk bự hàng hóa marketers at your own company or find folks béo reach out béo through your network. Make sure you’re keeping your biên tập skills sharp. And if you can’t find preliminary experience in developing hàng hóa marketing work for brands, create your own materials on spec .
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6. Marketing Analysis and Growth Marketing
It’s difficult béo have a conversation with a modern marketer without touching on dữ liệu. While a marketer in any area on our danh sách will need some familiarity with number crunching in order lớn get ahead, analysts live or die by a company’s dữ liệu. A marketing analyst or growth marketer specializes in distilling và studying a company’s dữ liệu & presenting their findings internally phệ inform a company’s marketing strategy .Let’s say, for example, that you work at Walmart và your đội has been tasked with launching a hot nhất blog for customers. As an analyst, you might dig into anonymous dữ liệu gathered by the brand’s website đội, discover that most people reading about Walmart products are women between 30 & 50, và notice that most users tend mập read during the day. You might conclude that Walmart’s hot nhất blog should be aimed, in part, at stay-at-home moms, in which case you’d present your findings mập the nhóm và get them excited about this mới nhất target demographic .“ The person who controls the numbers controls the narrative, ” says John Fernandez, senior vice president of marketing at Glia & a data-driven marketing analyst. “ As marketers we’re natural storytellers, so sánh a marketer armed with dữ liệu is pretty unassailable at the executive và board cấp độ. ” If you’re going Khủng make a compelling case for anything, you’re going lớn need Khủng be comfortable with numbers .Once you’re entrenched in the use of dữ liệu & narrative, you can specialize even further by focusing on growth marketing. That’s simply an area of marketing analysis that rapidly experiments for growth — in terms of users, customers, và / or revenue — và makes recommendations béo a company’s internal đội based on the results of these agile investigations .For example, if your trùm tasks you, the growth marketer, with improving a company’s opportunity chiến hạ rate ( how many people actually decide béo buy out of the total pool of prospective customers ), you’ll take a look at a lot of different things phệ determine where potential customers are wandering off. Is the company’s purchase process logical ? You might thiết kế an experiment Khủng shift the order of fields Khủng see if it encourages more prospective customers mập complete their transaction. Are the brand’s promotional emails spurring purchases ? You might work with an tin nhắn marketer Khủng chạy thử different messages, send times, & more, và analyze the results Khủng see which approach is most effective .If you’re hoping Khủng land an entry-level job in growth marketing or marketing analysis, you might have a degree or coursework in statistics, business, marketing, or other quantitative và technical areas. And you should come bự an interview prepared béo show off both your quantitative & qualitative skills. You should have examples of brand messaging you tailored phệ a specific audience, but as your math teacher always told you, show your work. You’ll need mập prove that you can take a certain kind of information lượt thích user dữ liệu, synthesize it with your own ideas, và shape a promotional strategy around those findings. To demonstrate those skills, even if you haven’t used them in a past job, conduct a survey & visualize the dữ liệu in an interesting way or thiết kế your own experiments và write about them on a personal blog .
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7. PR/Communications
A marketer focusing on public relations or corporate communications will, lượt thích many of the other roles on this danh sách, work closely with mạng xã hội truyền thông marketers, nội dung marketers, & sự kiện marketers. PR reps are often tasked with promoting the nội dung a company’s marketers create as well as the brand & company as a whole, & they’re often expected phệ enter a role with a robust professional network in order béo vì their job effectively .As a comms professional, you’ll likely draft a lot of press releases và you’ll need Khủng foster relationships with industry journalists who might find your company’s updates newsworthy. Working in quảng bá, you’ll be almost constantly communicating on the phone or at corporate events with potential stakeholders, journalists, guest speakers, & comms professionals. You’ll also need lớn be able bự downplay certain aspects of your company’s history while getting people excited about others. If you’ve got the biên tập chops, you might even ghostwrite op-eds for your company’s executives & try béo place them in notable publications .To land a job in quảng bá, develop a portfolio of work by doing some promotional work on a small scale ( for a friend’s side hustle, for example, or a local political chiến dịch ), & be sure lớn show the breadth & depth of your abilities. Create promotional copy, leverage your network in interesting ways mập garner publicity, & thử nghiệm out your speechwriting skills .
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8. Event Marketing
The focus of an sự kiện marketer depends a lot on a company’s overall goal. If you’re specializing in sự kiện marketing, you may find yourself ideating viral “ experiential ” marketing stunts. Thes e are the sort of Instagram-friendly pop-ups you’ll see in cities around the country. When you think of public stunts, mascot characters, pop-up shops, scavenger hunts, & Red Bull’s Flugtag competition, well, that’s all sự kiện marketing .However, if your company sells products Khủng other companies, as opposed phệ consumers, you may find yourself designing booths for corporate trade-shows, scanning attendee badges & following up on possible leads, và working with handouts, one-sheets, corporate swag, & business cards .This role requires excellent interpersonal skills. If you’re an sự kiện marketer, you may also spend many of your working hours on the road, whether you’re launching a company’s presence at a trade show or meeting with clients alongside your company’s customer service reps. That means you’ll need resilience, a knack for organization, và a thirst for collaborating with different kinds of professionals .To land an entry-level job in sự kiện marketing, volunteer mập help kế hoạch any kind of mạng xã hội sự kiện, even if it’s just a series of movie nights for a student organization on your college campus or for a networking nhóm in your đô thị or town. As long as you’ve got promotions, mạng xã hội truyền thông campaigns, và communications with a đội, that counts as fodder for your portfolio ! You’ll also want lớn căng thẳng your ability bự stay calm under pressure, maintain conversation with strangers, và pitch in wherever you’re needed .
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9. SEO/SEM and E-commerce
Search engine optimization ( SEO ) & tìm kiếm engine marketing ( SEM ) are based on the idea that most potential consumers Google their questions before making a purchase. SEO is the practice of tailoring a company’s trang web & marketing nội dung bự tìm kiếm engine requirements, and SEM drills xuống dốc on that idea even further, targeting potential customers who use tìm kiếm engines through paid advertising .Search is a really lucrative & exciting area of work, as tìm kiếm engine algorithms change so sánh swiftly that your day-to-day life as an SEO or SEM professional will likely change a lot. After all, marketers who specialize in SEO are perpetually trying bự match a company’s trực tuyến strategy bự a series of algorithms that Google & other companies can adjust at any moment. It’s a bit lượt thích chasing a Long, which means getting a nice tìm kiếm cơn bão can feel addicting .You can also choose bự specialize in e-commerce as a marketer, which is a combination of tìm kiếm engine marketing, nội dung marketing, & sản phẩm marketing. E-commerce professionals oversee all monetary transactions that happen trực tuyến between a company & its customer base, from website stores lớn paid memberships. Essentially, you’ll want bự draw folks in with curated hàng hóa listicles và explainers & provide link lớn purchase the products you’re describing in your copy. Your company will likely earn affiliate money when readers nhấp chuột on these link .Although marketers who specialize in SEO are definitely in demand, a familiarity with tìm kiếm engine tactics is pretty much mandatory for any communications professional at this point. Luckily for marketers, the best education in SEO và SEM is available for không lấy phí, as Google’s training programs have been made instantly accessible béo anyone who wants them. Take your phút giây ; Google’s videos và tutorials are a little dry, but the program’s certificate of completion makes for a great resume booster .If you find yourself fascinated by tìm kiếm, you’ll be able Khủng build on your initial knowledge & potentially transition into an SEO or SEM speciality, especially if you commit mập reading publications lượt thích Hubspot Academy và the SEMRush blog. Another great way Khủng hone và demonstrate your growing skill mix is mập create a personal trang web for yourself & practice the key points of an SEO strategy there. You’ll be able mập show a hiring manager how you changed your trang web bự increase lượng truy cập .
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No matter which marketing focus you’re drawn bự, you’ll find that those hiring for roles want candidates with strong interpersonal skills, excellent verbal & written communications skills, và a varying degree of experience working with dữ liệu. The marketing industry is hungry for professionals who love learning hot nhất skills, using dữ liệu Khủng inform their work, và collaborating with colleagues in other departments .As you figure out which route you’d lượt thích phệ take, you can ask your colleagues, friends, second-degree connections, & even folks you don’t know at all lớn go for coffee or meet for an informational interview và tell you about what they vì. You might just discover there’s a marketing role you didn’t know much about that you’d be excited béo pursue lao dốc the line !
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