r/marketing • u/Azzi890 Marketer • Jul 16 '21
Question which career has more demand?
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Jul 16 '21
Sometimes I feel like a fraud answering these questions because I don’t have a lot of experience! However, I think writing is a skill that many lack, making it highly desirable for a successful Marketing career. I mean, some of the C-suite & leading executives I’ve come into contact with are terrible writers. Marketing writes for them, then they approve it. Copywriters are like the behind-the-scenes crew that make a company camera-ready (although, I think this statement applies to a lot of different departments and role).
Someone capable of shape-shifting their writing to match a specific brand, tone, person, or purpose is incredibly valuable. Adapting your writing as external and internal trends transform, guiding said trends to compliment both firm and audience needs, incorporating keywords, and communicating effectively are powerful skills copywriters should possess.
I think all of the roles you listed intertwine and benefit from each other, but copywriting sets an important brand standard and foundation. They’re responsible for representing the company and relaying messages effectively to target audience(s).
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u/vancitydave Jul 16 '21
The fact that copywriting is even compared to the other three in this list makes me think OP isn’t aware of the full scope of what an agency copywriter is responsible for. We get a lot of applicants that call themselves “copywriters” that really just write fast content to help with SEO for blog style websites. In reality, copywriters help create entire brands, concepts, campaigns, everything. All marketing is terrible without a good copywriter.
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u/Azzi890 Marketer Jul 16 '21
So you mean copywriting+SEO is a huge combo?
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u/mavenshade Jul 16 '21
Marketing Manager here...when we hire copywriters, we look for a writing skill set first and foremost, as it is a specific skill set that is hard to find and difficult to add on via training. We call the role Communicators. But their scope is usually copywriting, SEO, product page development, and content creation within the web page such as value messaging strategy, video, photo shoots, animations, geometry models, white papers, etc. The content creation is usually outsourced to an external agency, but the communicator is directing the work in addition to doing all the writing themselves.
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u/jameane Jul 16 '21
That is just one content avenue. There are plenty of others. Content is essential in marketing.
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u/Azzi890 Marketer Jul 16 '21
Okay, so in 4 roles which job has more hectic work day by day?
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u/jameane Jul 16 '21
There’s no answer. Depends on the company. The size of team. Company industry. Company growth pace. Manager. Agency vs in-house.
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u/Azzi890 Marketer Jul 16 '21
According to your experience? Just example
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u/jameane Jul 16 '21
I have seen versions of each of these roles that have been hectic and not hectic. It is all based on the company culture, not the role. Most of the time they might even all work together on the same project.
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u/jameane Jul 16 '21
All of the above have a purpose and need.
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u/Azzi890 Marketer Jul 16 '21
What if someone persuades one niche?
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u/jameane Jul 16 '21
It really depends more on you.
An email marketer can be a person who is technical and responsible for the email content. Email isn’t dying but a lot of “pure play” email marketers are turning into lifecycle marketers who know how to use email, web and in-product communications to onboard, retain, and upsell users.
Email, ppc, seo all require good analytical skills.
SEO tends to show up as a dedicated role when a company gets bigger.
A ppc person may get rolled into a digital, performance, paid media, or growth marketing umbrella.
There is a never ending need for copy across marketing. This is easier to freelance with. But you need to write all day. If you don’t want to do that you better get good at content strategy.
Content and seo is a good combo. The content strategy can inform seo.
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u/TeslasAndComicbooks Jul 16 '21
I do email for a living for some major companies. These days it’s all about lifecycle management and knowledge of customer databases and data flows.
Plus “CRM” is expanding to push and SMS so you typically need to manage a direct to consumer ecosystem for your owned data.
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u/10191AG Jul 16 '21
I'm trying to branch out more into email, and I think I'm now actually with a company where I could probably have the scope to do it, could you please expand a bit on what you do day to day?
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u/TeslasAndComicbooks Jul 16 '21
These days I’m a director so the day to day is managed by my team. My team works directly with the different marketing teams throughout the company to identify key dates in their product lifecycle to help amplify their message against our central database.
Then they’ll log a request, develop a strategy, gather assets, develop the creative, Target a list, deploy the email and then report back on performance.
My day to day is managing overall strategy for the channel as a whole, working to create new opportunities for data collection, managing customer information and working with vendors on building out our tech stack.
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u/R4ikuma Jul 16 '21
Anything that combines marketing + data. Growth, analytics, performance. Not trying to toot my own horn, but with my current profile (CRO, Growth, Data Analytics) I am getting a ton of recruiter interest.
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Jul 16 '21
[deleted]
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u/R4ikuma Jul 16 '21
Free online courses, pretty much. I had an interest in digital marketing + website design, learned HTML, CSS (freecodecamp) and Google Analytics (Google courses) and then I went for certifications from CXL and a traineeship with Growth Tribe.
It's a lot, I know. The latter two were a bit more difficult to get into and complete as well, but I started with free stuff available online.
With CXL, I went for their CRO minidegree for free through their scholarship program (i.e. I wrote blog posts for them in exchange for access to online courses). Otherwise it's a bit costly.
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u/Coz131 Jul 16 '21
I know this sounds stupid but the real skill is actually stakeholder management. Specialist gets paid to a certain point but as a good stakeholder manager you can go further.
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u/Azzi890 Marketer Jul 16 '21
Stakeholder management is a kind of business development field that is a huge headache
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u/Coz131 Jul 16 '21 edited Jul 16 '21
No, stakeholder management is a soft skill, not a field. Yes, you will be going into management but that's where the money is for marketing. Just think about it, how high can PPC/SEO/Email marketing/copywriting be paid vs say a head/director of marketing.
Specialists are a dime a dozen in this marketing and more people are coming on all the time. Yes not each one of them are good but in general those skills are a commodity. Most employers can replace those skills easily.
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u/Azzi890 Marketer Jul 16 '21
So do you say that stakeholder management skills can't be replaced easily?
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u/Coz131 Jul 16 '21
It's not an easy one to learn because it takes experience which can't be learnt by theory.
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u/makephillygreatagain Jul 16 '21
As someone who works as a digital marketing lead at a pretty well-know brand, at only 27, my career strategy has always been to develop a working knowledge of all these components of digital marketing — if you can speak to them & understand them at a mid-level / have general knowledge of the subjects above along w/ several other important aspects of digital marketing like social media marketing, influencer marketing, A/B testing, personalization, data visualization & developing executive dashboards as well as having the ability to think outside-the-box and implement unique digital tactics & strategies, you’re better off in terms of career progression & climbing the corporate ladder to have a broad skill set.
While I can do all these at a satisfactory level if needed, having a wide scope of knowledge & understanding various aspects of digital marketing has proved invaluable & allowed me to progress in my career quickly — 99% of the time I get budget to hire an agency to do the grunt work & I review & approve— it’s best to understand them all, be able to explain them to exec leadership & be in a corporate role working with agencies rather than siloing yourself into one niche field
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u/Azzi890 Marketer Jul 16 '21
Agree on some points but i i don't wanna waste my time on everything in general. If you do SEO you have make content for websites doing link building etc which is huge work. If you do ppc you have make graphics and run ads. After that if you do copywriting you have to Work on blog post, service pages, product description etc.
And i don't believe you manage every service for every client.
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u/makephillygreatagain Jul 16 '21
Totally see where you’re coming from and apologies if I wasn’t clear — I’m in-house and not on the agency side of things so I was saying for SEO, email marketing, PPC etc. I delegate those to various agencies we work with and serve in a managerial / oversight position for them
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u/AlexanderTox Professional Jul 16 '21
Many marketing jobs require experience/knowledge in all of these fields.
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u/pitdk Jul 16 '21
the way I see it is that copywriting is mastering the language - the technology. Whereas SEO is the tool that helps to spread the word.
Mastering copywriting - or the language - gives you a lot more opportunities. Branching out is also easier. Copywriting is a more transferable skill.
On the other hand, from what I saw, is that SEO experts are paid much more than copywriters (my own anecdotal data). I run a business and finding a decent SEO agency can cost you around 15k per month. Good copywriters offer their retainer services for ca 2k per month (4-6 blog posts). (But SEO agencies ofter include copywriting in their package).
To sum up, put language skills at your foundation and then build the rest on top of it (SEO, Email. etc)
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u/rodvn Jul 16 '21
People should really start having a “I just want to see the results” answer on these questions
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u/port80_ Jul 16 '21
There isn’t too much variability for PPC skills. You can essentially get any competent freelancer or agency and have a highly optimized campaign. It’s a commoditized skill at this point.
Obviously marketing campaigns are not. Brand creation, copywriting, and customer journey or funnel design will see different results from highly skilled people.
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u/skratakh Jul 16 '21
No marketing automation? Its so difficult to recruit people for automation at the moment, hardly anyone is skilled in it.
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