{"id":160424,"date":"2023-06-01T00:03:51","date_gmt":"2023-06-01T05:03:51","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=160424"},"modified":"2023-11-15T06:48:04","modified_gmt":"2023-11-15T11:48:04","slug":"digital-marketing-skills","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/digital-marketing-skills\/","title":{"rendered":"8 Key Digital Marketing Skills (Based on 15 Years in the Industry)"},"content":{"rendered":"\n<div class=\"intro-txt\">For the past 15 years, I\u2019ve been in various digital marketing roles, from specialist to management, working both on software and hardware products. And I\u2019ve learned that this career favors people who can do eight things exceptionally well.<\/div>\n\n\n\n<p>If you\u2019re thinking about a career in digital marketing or want to take your career to the next level, this article may&nbsp;help.&nbsp;<\/p>\n\n\n\n<div class=\"intro-tok\" id=\"intro_tok\" style=\"display:none;\"><div class=\"intro-title\">Contents<\/div><a href=\"#\" class=\"expand-dots\"><span><\/span><span><\/span><span><\/span><\/a><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"1. Specialization(s)\" data-section=\"specializations\">\n\n\n\n<h2 class=\"wp-block-heading\">1. Specialization(s)&nbsp;<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Depending on the company, a digital marketer can be a role on its own. But in general, digital marketing is multidisciplinary, encompassing a variety of marketing channels, skills, and tactics.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1306\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/digital-marketing-skills-1.png\" alt=\"What is considered digital marketing\" class=\"wp-image-160444\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/digital-marketing-skills-1.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/digital-marketing-skills-1-521x425.png 521w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/digital-marketing-skills-1-768x627.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/digital-marketing-skills-1-1536x1254.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n\n\n\n<p>As a digital marketer, you will need to wear many&nbsp;hats.&nbsp;<\/p>\n\n\n\n<p>This is especially evident in startups. I remember being the first marketing hire and a team of one in a SaaS startup. I was in charge of all channels and responsible for all marketing\/sales metrics. Tough job. But later on as a manager, that helped me operate in strategy and hire good specialists.&nbsp;<\/p>\n\n\n\n<p>Here\u2019s the twist: Despite the breadth of digital marketing, you will need to specialize in something. Reasons:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Job market structure. Small businesses look for generalists; mature companies look for experts in a given&nbsp;field.<\/li>\n\n\n\n<li>Specialization is the best way to become great at something and be valued for&nbsp;it.&nbsp;<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">How to get better at&nbsp;it<\/h3>\n\n\n\n<p>Should you choose one specialization or a few? There are five popular models in the industry:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>I-shaped marketer<\/strong> \u2013 Expert in one area of marketing; no or very shallow knowledge of other&nbsp;areas.&nbsp;<\/li>\n\n\n\n<li><strong>V-shaped marketer<\/strong> \u2013 Deep expertise in one area supported by adjacent areas. For example, you want to manage content marketing teams, so you develop <a href=\"https:\/\/ahrefs.com\/seo\">SEO<\/a>, social media, data analysis, and management skills.&nbsp;<\/li>\n\n\n\n<li><strong>T-shaped marketer<\/strong> \u2013 Broad skillset, deep expertise in one particular area. For example, you know how to set up an email marketing campaign, run a social media profile decently, and be comfortable with ads\u2014but your true expertise is in&nbsp;SEO.&nbsp;<\/li>\n\n\n\n<li><strong>Pi-shaped marketer<\/strong> \u2013 Broad skillset, deep expertise in two areas that are usually not adjacent. For example, content marketing and growth marketing.&nbsp;<\/li>\n\n\n\n<li><strong>Comb-shaped marketer<\/strong> \u2013 Broad skillset, deep expertise in a few areas that are usually not adjacent but still relevant. For example, someone aiming for a CMO role may specialize in content marketing, growth, and management.&nbsp;<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1742\" height=\"1070\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/digital-marketing-skills-2.png\" alt=\"Marketing skillset models\" class=\"wp-image-160445\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/digital-marketing-skills-2.png 1742w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/digital-marketing-skills-2-680x418.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/digital-marketing-skills-2-768x472.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/digital-marketing-skills-2-1536x943.png 1536w\" sizes=\"auto, (max-width: 1742px) 100vw, 1742px\"><\/figure>\n\n\n\n<p>I think the way to look at these models is basically the following:&nbsp;<\/p>\n\n\n\n<p>If you\u2019re just interested in one type of marketing and you think there will always be a need for this specialization, go ahead and become an I- or a V-shaped marketer.&nbsp;<\/p>\n\n\n\n<p>If you\u2019re interested in digital marketing holistically or you have the ambition to manage an entire marketing department, then you\u2019ll likely want to start with the T-shape and then gradually grow into a pi- or comb-shaped marketer. It\u2019s a harder path but offers more options. And if you ever decide to \u201cgo back\u201d from manager to specialist, you\u2019ll have foundations.&nbsp;<\/p>\n\n\n\n<p>Whatever path you choose, these things will help you develop any specialization:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Getting hands-on experience with channels and tactics<\/li>\n\n\n\n<li>Trying new things<\/li>\n\n\n\n<li>Staying updated (trends, new ideas, other people\u2019s tactics)<\/li>\n\n\n\n<li>Networking&nbsp;<\/li>\n<\/ul>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"2. Resourcefulness\" data-section=\"resourcefulness\">\n\n\n\n<h2 class=\"wp-block-heading\">2. Resourcefulness<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Resourcefulness is the skill that allows you to make the most out of limited resources. In the case of digital marketing, that\u2019s time and&nbsp;money.&nbsp;<\/p>\n\n\n\n<p>In other words, resourcefulness is about a problem-solving mindset.&nbsp;<\/p>\n\n\n\n<p>Some jobs are about performing a task correctly. If you don\u2019t have the resources for it, your task is pretty much impossible\u2014end of&nbsp;story.&nbsp;<\/p>\n\n\n\n<p>But digital marketing is about performing the task better than somebody else (mostly your competition). Weird as it may sound, a lack of time and money doesn\u2019t necessarily mean something is impossible here. It often means you need to find a different way or plan your work better.&nbsp;<\/p>\n\n\n\n<p>Moreover, contrary to offline media, in digital marketing, you don\u2019t need a large budget to promote effectively.&nbsp;<\/p>\n\n\n\n<p>For example, you can go far with smart, resourceful <a href=\"https:\/\/ahrefs.com\/blog\/content-distribution\/\">content distribution<\/a>. For one of the companies I worked at, we would create one or two high-quality ebooks per month and distribute that content in many different ways to attract traffic from different channels and websites, plus get qualified leads&nbsp;too.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"2230\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/digital-marketing-skills-3.png\" alt=\"Resourceful marketing example\" class=\"wp-image-160447\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/digital-marketing-skills-3.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/digital-marketing-skills-3-305x425.png 305w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/digital-marketing-skills-3-768x1070.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/digital-marketing-skills-3-1102x1536.png 1102w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/digital-marketing-skills-3-1469x2048.png 1469w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/blog\/how-to-promote-product\/\">13 Effective (And Low-Cost) Ways to Promote a Product<\/a>&nbsp;<\/li>\n\n\n\n<li><a href=\"https:\/\/ahrefs.com\/blog\/marketing-ideas\/\">11 Creative Marketing Ideas (Suggested by 18 Marketers)<\/a>&nbsp;<\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">How to get better at&nbsp;it<\/h3>\n\n\n\n<p>There are two sides of the coin&nbsp;here.&nbsp;<\/p>\n\n\n\n<p>Resourcefulness is a mindset so, unlike a skill, it can be obtained \u201con-demand\u201d once you start to think along different lines. For example, you can brainstorm ideas or tackle a problem from a different perspective.&nbsp;<\/p>\n\n\n\n<p>But how well you do it also depends on a few factors:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Tried and tested solutions from other marketers you already know (no need to reinvent the wheel most of the&nbsp;time)<\/li>\n\n\n\n<li>How persistent you are in finding the solution&nbsp;<\/li>\n\n\n\n<li>How adaptable you can be to changes&nbsp;<\/li>\n<\/ul>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"3. Content writing and copywriting\" data-section=\"content-writing-and-copwriting\">\n\n\n\n<h2 class=\"wp-block-heading\">3. Content writing and copywriting&nbsp;<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>In marketing, you need to know how to be informative and entertaining but also how to generate immediate demand for purchase.<\/p>\n\n\n\n<p>The first is content writing, and the latter copywriting. Below is a more detailed comparison:&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1706\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/image3-14.png\" alt=\"Copywriting vs. content writing\" class=\"wp-image-160448\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/image3-14.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/image3-14-399x425.png 399w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/image3-14-768x819.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/image3-14-1441x1536.png 1441w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n\n\n\n<p>So for example, that little piece of text below is an example of copywriting. We actually debated on those 10 words and revisited that tagline a couple of times. All to best encapsulate the value of an all-in-one SEO&nbsp;tool.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"678\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/image4-14.png\" alt=\"Copywriting example\" class=\"wp-image-160449\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/image4-14.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/image4-14-680x288.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/image4-14-768x325.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/image4-14-1536x651.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><figcaption class=\"wp-element-caption\">How to convey what an all-in-one tool does in one short sentence?<\/figcaption><\/figure>\n\n\n\n<p>The next example is content writing. It\u2019s an excerpt from a 3,700-word article that explains how to do <a href=\"https:\/\/ahrefs.com\/blog\/keyword-optimization\/\">keyword optimization<\/a> and shows the benefits of our product. It\u2019s educational content written with search engine optimization in mind to generate qualified organic traffic.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1942\" height=\"1308\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/image9-15.jpg\" alt=\"Content writing example\" class=\"wp-image-160451\" style=\"width:840px;height:565px\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/image9-15.jpg 1942w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/image9-15-631x425.jpg 631w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/image9-15-768x517.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/image9-15-1536x1035.jpg 1536w\" sizes=\"auto, (max-width: 1942px) 100vw, 1942px\"><figcaption class=\"wp-element-caption\">I\u2019ve highlighted the \u201cmarketing\u201d in this content marketing piece. You can also see the results it generated.<\/figcaption><\/figure>\n\n\n\n<p>If you like writing, good for you. You\u2019ll get even better at it in this industry.&nbsp;<\/p>\n\n\n\n<p>If you don\u2019t like to write but are still serious about digital marketing, try some writing courses. Trust me, everyone can learn to write&nbsp;well.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">How to get better at&nbsp;it<\/h3>\n\n\n\n<p>Sure, some people may possess a \u201cnatural talent\u201d for writing, but this job isn\u2019t about creating the next best-selling novel. It\u2019s about writing clearly and convincingly.<\/p>\n\n\n\n<p>And let\u2019s not forget, the web is quite specific when it comes to writing:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>You can write with the help of writing assistants (AI). They will help you with grammar, rephrasing, getting those first words out on the screen, or emulating a specific writing style.&nbsp;<\/li>\n\n\n\n<li>Things don\u2019t need to be perfect; the web is used to imperfection. Plus, you will always have that \u201cedit\u201d button.&nbsp;<\/li>\n\n\n\n<li>Utility trumps creativity. Take <a href=\"https:\/\/ahrefs.com\/seo\/seo-content\" data-ahr=\"https:\/\/ahrefs.com\/blog\/seo-content\/\">SEO content<\/a>, for example. Google and other search engines reward helpful content that\u2019s written in simple language.&nbsp;<\/li>\n<\/ul>\n\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.julian.com\/guide\/write\/intro\">Writing Handbook by Julian Shapiro<\/a>&nbsp;<\/li>\n\n\n\n<li><a href=\"https:\/\/ahrefs.com\/blog\/content-marketing\/\">Content Marketing: A Comprehensive Guide<\/a>&nbsp;<\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"4. Ease with data\" data-section=\"ease-with-data\">\n\n\n\n<h2 class=\"wp-block-heading\">4. Ease with&nbsp;data<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Digital marketers are flooded with data on a constant basis. Insights come from data, decisions are based on data, results are in the form of data, and your reports will be filled with data&nbsp;too.<\/p>\n\n\n\n<p>I\u2019m talking about metrics, graphs, trends, and statistics, not to mention the more advanced stuff like predictive analytics. It\u2019s important to develop an appreciation of these things because marketers are required to do these four things really well:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Report on the past<\/strong> \u2013 Example: calculate the conversion rate from trial signups to paid subscriptions.<\/li>\n\n\n\n<li><strong>Analyze the present<\/strong> \u2013 Example: calculate the lifetime value of customers.<\/li>\n\n\n\n<li><strong>Predict the future<\/strong> \u2013 Example: learn the type of message that can increase your chances of converting the&nbsp;user.&nbsp;<\/li>\n\n\n\n<li><strong>Compare with competitors<\/strong> \u2013 Example: discover keywords your competitors target that you do&nbsp;not.<\/li>\n<\/ul>\n\n\n\n<p>And all of those four things are impossible to do without knowing where to look for data and how to work with&nbsp;it.<\/p>\n\n\n\n<p>But let\u2019s make it clear: You don\u2019t need to be a data scientist in this role. You have to be \u201cdata literate.\u201d You must learn how to collect, read, and communicate data.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">How to get better at&nbsp;it<\/h3>\n\n\n\n<p>Certifications and courses. Do them to boost your skills and confidence.<\/p>\n\n\n\n<p>Here are a couple of courses to get you started:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.linkedin.com\/learning\/data-fluency-exploring-and-describing-data\/gather-greater-insight-and-make-better-decisions-with-your-data?autoplay=true&amp;resume=false\">Data Fluency: Exploring and Describing Data<\/a> (free)<\/li>\n\n\n\n<li><a href=\"https:\/\/thedataliteracyproject.org\/learn\">The Data Literacy Project <\/a>(free basic course)<\/li>\n\n\n\n<li><a href=\"https:\/\/www.udemy.com\/course\/the-data-literacy-course-learn-how-to-work-with-data\/\">The Data Literacy Course: Learn How to Work With Data<\/a> (paid)<\/li>\n<\/ul>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"5. Critical thinking\" data-section=\"critical-thinking\">\n\n\n\n<h2 class=\"wp-block-heading\">5. Critical thinking<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>The world of digital marketing is flooded with advice. Some good, and some not so&nbsp;good.<\/p>\n\n\n\n<p>The thing is that you won\u2019t know the difference if you don\u2019t apply critical thinking to what you read, hear, or watch. Including this article.<\/p>\n\n\n\n<p>Sometimes, critical thinking can be the very thing that saves you and your brand from bad marketing ideas. Experimentation is one thing, but some ideas are bad right off the&nbsp;gate:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1066\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/image2-14.jpg\" alt=\"Lack of critical thinking in advertising\" class=\"wp-image-160453\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/image2-14.jpg 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/image2-14-638x425.jpg 638w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/image2-14-768x512.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/image2-14-1536x1023.jpg 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">How to get better at&nbsp;it<\/h3>\n\n\n\n<p>You can think of critical thinking as healthy skepticism.&nbsp;<\/p>\n\n\n\n<p>I\u2019m not saying, \u201cDon\u2019t trust anyone.\u201d I\u2019m talking about not accepting things at face value, especially when they lead to important decisions.<\/p>\n\n\n\n<p>This requires you to question ideas to uncover two things: a) the kind of argument or evidence that supports an idea and b) what a given idea leads to. Based on that, you can develop your own independent opinion.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"6. Teamwork (social skills)\" data-section=\"teamwork\">\n\n\n\n<h2 class=\"wp-block-heading\">6. Teamwork (social skills)&nbsp;<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Digital marketers are not self-sufficient. Today\u2019s AI tools don\u2019t change that. Even when you\u2019re a marketing \u201cteam of one,\u201d your results will partly depend on someone else: developers, designers, or contractors.<\/p>\n\n\n\n<p>Teamwork in digital marketing is about being effective when you\u2019re dependent on others <em>and <\/em>the ability to form healthy, long-term work relationships.&nbsp;<\/p>\n\n\n\n<p>In my opinion, you will need these two \u201csoft\u201d social skills:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Assertiveness<\/strong> \u2013 The art of saying \u201cno\u201d in the workplace. The art of firmly admitting to a mistake in the workplace. The art of confidently expressing appreciation for others in an environment that is competitive by design.<\/li>\n\n\n\n<li><strong>Social<\/strong> <strong>intelligence<\/strong> \u2013 You consider other people\u2019s emotions, what effect your actions could have on others, and how others could perceive you.&nbsp;<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">How to get better at&nbsp;it<\/h3>\n\n\n\n<p>This is a tough one. Some say you either have social skills or you don\u2019t. But I believe you can practice your teamwork skills. After all, you don\u2019t need to be irresistibly charismatic; you just need to be able to understand other people\u2019s perspectives.&nbsp;<\/p>\n\n\n\n<p>When it comes to those two fundamental skills mentioned above, here\u2019s how I think you can work on&nbsp;them:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Practice assertiveness in everyday situations. For example, let your partner know you won\u2019t be able to do a specific errand; don\u2019t be tempted to offer a full backstory. Learn more tips in this article from <a href=\"https:\/\/www.healthline.com\/health\/how-to-be-more-assertive\">Healthline<\/a>.&nbsp;<\/li>\n\n\n\n<li>Practice social intelligence by active listening and trying to imagine what other people can think or&nbsp;feel.&nbsp;<\/li>\n\n\n\n<li>Learn to make compromises and try out other people\u2019s ideas.<\/li>\n<\/ul>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"7. Strong work ethic\" data-section=\"strong-work-ethic\">\n\n\n\n<h2 class=\"wp-block-heading\">7. Strong work&nbsp;ethic&nbsp;<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>If you\u2019re not reliable, honest, and respectful of others, no one will want to work with you. Seriously.<\/p>\n\n\n\n<p>You may get away with some things every now and then, but this shouldn\u2019t be your norm because this \u201ctendency\u201d will only hinder your capability to work in smarter organizations.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">How to get better at&nbsp;it<\/h3>\n\n\n\n<p>I believe ethics is an area where a person should make conscious, individual choices. There\u2019s not much advice I can or actually should give you&nbsp;here.<\/p>\n\n\n\n<p>But if you ask me, one thing that really matters is understanding what consequences your actions will bring in the long term. Ethics is a marathon:<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">Plenty of news about Fast, the startup which allegedly generated $600K revenue in 2021, burning through most of their ~$100M funding.<br><br>I got a reach out to interview in 2020 but immediately passed. It\u2019s because I did my research on the founder CEO. Real shady actions in the&nbsp;past:<\/p>\u2014 Gergely Orosz (@GergelyOrosz) <a href=\"https:\/\/twitter.com\/GergelyOrosz\/status\/1509854025746898946?ref_src=twsrc%5Etfw\">April 1,&nbsp;2022<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<\/div><\/figure>\n\n\n\n<p>And don\u2019t forget about <em>critical thinking<\/em> when seeking advice on the matter of work&nbsp;ethic.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"678\" height=\"134\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/image6-12.png\" alt=\"Image showing a wrong idea of work ethic\" class=\"wp-image-160455\"><\/figure>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"8. Good grasp of martech\" data-section=\"good-grasp-of-martech\">\n\n\n\n<h2 class=\"wp-block-heading\">8. Good grasp of martech&nbsp;<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Marketing technology, or <a href=\"https:\/\/ahrefs.com\/blog\/martech-stack\/\">martech<\/a>, is what makes the job of digital marketing possible in the first&nbsp;place.<\/p>\n\n\n\n<p>Moreover, better tools can make you a more effective marketer. Some tools just allow you to work faster, share your work easier, and get better results.<\/p>\n\n\n\n<p>Try this: skim through some <a href=\"https:\/\/ahrefs.com\/blog\/best-job-boards-for-marketers\/\">job boards<\/a> in a specialization that\u2019s interesting to you. You will start to see the expectations employers have of digital marketers are connected with certain tools.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"910\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/image1-16.png\" alt=\"The demand for Ahrefs in job ads in the U.S.\" class=\"wp-image-160457\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/image1-16.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/image1-16-680x387.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/image1-16-768x437.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/image1-16-1536x874.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><figcaption class=\"wp-element-caption\">For example, last time I checked, Ahrefs is a required tool for some 900 jobs in the U.S. (jobs posted on LinkedIn).<\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">How to get better at&nbsp;it<\/h3>\n\n\n\n<p>A lot of the essential marketing tools have free trials or demo accounts with prefilled data. On top of that, they often have certification programs and other types of educational materials.<\/p>\n\n\n\n<p>For example, if you want to start doing SEO with zero budget, you can get <a href=\"https:\/\/ahrefs.com\/webmaster-tools\">Ahrefs Webmaster Tools<\/a> for free and hone your skills using educational materials (e.g., <a href=\"https:\/\/ahrefs.com\/academy\">Ahrefs Academy<\/a>) on our&nbsp;site.<\/p>\n\n\n\n<p>And if there are tools that you should be acquainted with, regardless of your specialization, I\u2019d say those would be some kind of spreadsheet tool (like Google Sheets) for building reports and working on data and some good AI tools for\u2026 almost anything these&nbsp;days.&nbsp;<\/p>\n\n\n\n<div class=\"sidenote\"><div class=\"sidenote-title\">Sidenote.<\/div> Be careful with publishing unedited AI text if you want to rank in Google. Although <a href=\"https:\/\/developers.google.com\/search\/blog\/2023\/02\/google-search-and-ai-content\">Google isn\u2019t against AI in general<\/a>, it demotes unoriginal, low-quality content that doesn\u2019t comply with <a href=\"https:\/\/ahrefs.com\/blog\/eeat-seo\/\">E-E-A-T<\/a>.<\/div>\n\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/blog\/digital-marketing-tools\/\">13 Top Digital Marketing Tools (Incl. Tips on Using Them)<\/a>&nbsp;<\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Final thoughts<\/h2>\n\n\n\n<p>As you may have noticed, I didn\u2019t list creativity in this article. I think that creativity has its role in digital marketing, but it\u2019s just not as much of a fundamental skill.&nbsp;<\/p>\n\n\n\n<p>And I\u2019m talking about outstanding creativity here, not the \u201ctypical\u201d connect-the-dots creativity that any human being is capable of.&nbsp;<\/p>\n\n\n\n<p>Throughout the years, I found that digital marketing is more of a craft than an art form. It\u2019s about being able to discover what works and repeating it until it works. Though, you may often repeat someone else\u2019s work\u2014not very creative but can be highly effective.<\/p>\n\n\n\n<p>So I\u2019d say that, however controversial this may sound, don\u2019t strive for creativity in digital marketing at all costs. Don\u2019t make it your #1 priority, as it can hinder your ability to perform effectively.<\/p>\n\n\n\n<p>Got questions or comments? Ping me <a href=\"https:\/\/twitter.com\/m_makosiewicz\">on Twitter<\/a> or <a href=\"https:\/\/seocommunity.social\/@mako\">Mastodon<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; If you\u2019re thinking about a career in digital marketing or want to take your career to the next level, this article may&nbsp;help.&nbsp; Depending on the company, a digital marketer can be a role on its own. But in general,<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":159,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[390],"tags":[],"coauthors":[412],"class_list":["post-160424","post","type-post","status-publish","format-standard","hentry","category-marketing","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>8 Key Digital Marketing Skills (Based on 15 Years in the Industry)<\/title>\n<meta name=\"description\" content=\"If you\u2019re thinking about a career in digital marketing or want to take things to the next level, master these eight skills.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ahrefs.com\/blog\/digital-marketing-skills\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"8 Key Digital Marketing Skills (Based on 15 Years in the Industry)\" \/>\n<meta property=\"og:description\" content=\"They&#039;re super important.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ahrefs.com\/blog\/digital-marketing-skills\/\" \/>\n<meta property=\"og:site_name\" content=\"SEO Blog by Ahrefs\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Ahrefs\/\" \/>\n<meta property=\"article:published_time\" content=\"2023-06-01T05:03:51+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-11-15T11:48:04+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/digital-marketing-skills-1.png\" 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