Digital Marketing – The Ever Evolving Career.


If you don’t keep up, you’ll get left behind!

Are you the type of person that misses learning, a fast pace and dabbling in all things creative? Then maybe digital marketing is the career for you.

We could list what a digital marketing job spec would include, but this is always changing and you could contribute to how it changes…have an idea? want to test a new platform/ad then go for it…(within reason). We only grow and learn through trial and error, so as long as you have method to your madness then all ideas welcome.

I graduated in 2006 with a degree in Media and Marketing, just before the recession hit and in turn many companies reduced their marketing budgets in a panic. It was a tough time to find marketing careers, but my approach was take whatever you can get, learn as much across all forms of marketing and then refine your skills.

During my degree, digital marketing wasn’t even a course module, but just a few pages at the end of text book, this shows us how much has change in a decade.

Did you know the term Hashtag was only added to the Oxford Dictionary in 2014? #omg

Thankfully, Facebook started making it big and in time, people started taking digital marketing seriously and many started to think beyond just sending emails. Social media became part of PR for companies, where brands could become loved or hated based on how quickly and effectively they communicate. And now one of the biggest growth areas is influencer marketing, which has developed from beauty bloggers to sponsoring high profile bloggers to promote almost anything.

PPC has also expanded from mainly AdWords/Social Ads to native and programmatic campaigns, giving us a variety of platforms to use depending on our audience/objectives. PPC is becoming more automated and intelligent in it’s targeting, which in turn may impact the type of roles available in the future.

In additional to the growth of social, there are two main developments, Search engines got smarter and SEO became an art rather than an underworld. Google launched in 1998 and AdWords in 2000..both of which made digital a ‘thing’ rather than just a side line.

In terms of SEO, keyword stuffing was no longer it’s primary role, usability became important, and the more effort we put in, Google would reward us.

Is digital marketing the smart career?
With many recent new stories about the growth in digital and advertising markets, it seems like a no brainer for career choice. The one major risk is that eventually automation takes over 80% of the human ‘doing’ leaving just a few client facing roles and controllers in charge of the robots.

But here are some impressive stats!
The UK advertising industry’s £4.7bn contribution to the nation’s exports is set to grow by 54% over the next five years to £7.2bn, meaning policy makers must take note of its impact on the UK economy.
*The data was published 12 April, 2016 alongside a new report exploring the global impact of UK advertising by think tank Credos, commissioned by the Advertising Association.

What kind of people do we think could go far in Digital Marketing?


Whatever your business, be it a regional or global brand, the content you produce plays a vital role in your success. You know that… hence you’re reading this.

A well formulated and executed content strategy not only drives more traffic, at the core, it defines what your business is and helps build a strong connection between you and your audiences.

So let's quickly look at why developing a coherent content strategy is important and how setting clear goals and understanding your audience will elevate your online performance. 

What is a Content Strategy?

It's basic right? Content is at the core of how you define the way your business presents itself and an effective strategy should look to ensure that tone of voice, messaging and the core values are surfaced across all channels, from service or product pages on your website, to blog posts, through social media updates blah blah blah.

But let's keep it simple - your content strategy should be a clear roadmap that connects your marketing activities to your business goals. Align to your customer’s wants and needs and engage them at every interaction point and boom, you're in business. 

Who are my Audience?

You likely start all your projects with this chalked on the wall because your business knows “exactly” who its customers are right? Sounds obvious but we often find its not been done forensically enough (not based on data), is too old (more than 12 months ago - forget it) or its a spin off from some brand work that was legitimately aspirational but doesn’t face the reality of who you your business is actually engaging today.

So start (or circle back) with audience research, building out those personas to understand their ambitions, their lifestyle, their pain points or concerns, and crucially their wants and needs - in your context. 

Do I need to tailor content?

As part of your research find out where your audiences spend their time online and how they interact with content: Some may spend time thoroughly researching a product or service, whereas other audiences may want their content to be quick, snappy or easily digestible in the form of a video, infographic or short blog posts.


Ultimately, the key is to produce a strategy that creates the type of content your customers want to see:

  • What are the problems that your product or service will help them solve?

  • Who are they most influenced by?

  • What voices influence their behaviour?

  • What type of content do they consume?

  • Where do they consume content and engage with brands?

Different Content, Different Objectives

 All content is not born equal: When producing your strategy, it is important that the objectives for each individual piece are defined, that these fulfil your marketing objectives and tie to the overarching goals for your business.

There are various content frameworks that exist to aid content development in this way, but one that is popular and effective is Google’s hero, hub and hygiene method: It provides a framework on developing content to achieve different goals and gives guidance on the effort needed to create each type of content.

Hero Content

Hero content is essentially campaign content, it is big splash ideas designed to appeal to a large audience with the aim of telling your brand’s story at scale. 

Ways of measuring hero include the amount of PR mentions or links from authoritative domains plus social interactions and mentions of your brand across all channels. 

Considering the scale of hero campaigns, this content is not regularly produced and is reserved for peak promotional times where it’s important for a business to stand out from their competitors.

Hub Content

Hub content is the stuff that keeps your audience engaged, it expands on the themes of product or service level content, educates users and helps create a connection between themselves and your brand.

Hygiene Content

Hygiene content is the bread and butter of any website, it is the BAU content for products and services, it is SEO focused and targets important keywords at a product, service or guide level.

How do I manage all this?

Content development is only one part of the ongoing work needed when working with an effective content strategy. We call it “feeding the beast” because it really is the fuel in your brand vehicle and once you start you really can’t stop (if it’s delivering results) but that’s where performance measurement comes in.

Your greatest gift in managing the outputs from your hero/hub/hygiene style efforts is to understand If your content is working. To truly deliver results your business must first understand the objectives and goals of each piece of content to effectively measure its success. That as a guiding light from day 1 will let you slow down, speed up, stop or start new content briefs and projects.

Remember - content strategies are not set in stone. They are living breathing things and should adapt and pivot as insights become available and your brand naturally evolves.

If ever you want to chat content and explore new initiatives we’re always here to help.

want to speak to one of our experts?



15 May 2017 - 5 minute read
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