7 Skills Marketers Need to Remain Relevant in 2019

June 17, 2019

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Posted by: Nicola Malcolm



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Marketing continues to evolve in today’s social, economic, and technological landscape. Whether you currently work in marketing or you’re a job seeker looking to set yourself apart from the competition in this sector, you’ll stay relevant in the field with a resume that includes the seven skills listed below.

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1. Content Creation

The way people digest content is changing. While previous content marketing tactics focused on writing short, easily digestible pieces, today’s users are more interested in long-form content that has all the information they need in one place.

This means marketers need to have strong storytelling and writing skills. Content has to attract, engage, and convince the customer to buy.

2. Video Editing

Video is a fast-growing medium that helps companies generate leads, share information, and increase brand awareness, and it’s consumed by everyone—not just Gen Z.

Video editing is a valued skill for today’s marketer.

Marketers should be familiar with basic production requirements and techniques, such as knowing how and when to use various film styles.

3. SEO & SEM Knowledge

Like content marketing, SEO & SEM aren’t new concepts, but their strategies haven’t stayed the same. A great example would be the use of voice search in SEO algorithms.

Digital marketers, in particular, use SEO and SEM analytics to track the performance and ROI of their online efforts. Knowing the difference and how to use each one is a skill that will help you create successful online campaigns.

4. Design

Content should be shared in an eye-pleasing format. This means taking a body of text and fitting it with matching graphics and a consistent layout that’s easy to read and flows well.

Design trends change, and you want to keep your website and content assets from looking stale and outdated, making this a key skill for any marketer today.


A candidate who possesses design skills should also have a basic understanding of HTML. You don’t need to know how to build a website from scratch, but you should be able to fix minor issues.

Coding is a popular skill among younger grads. It’s a highly relevant tool in today’s marketing landscape, and job seekers who possess this skill will find themselves a step ahead of other candidates.

6. Empathy

This soft skill is essential for marketing professionals. The ability to put yourself in the customers’ shoes and see things from their perspective allows you to better understand their needs and create marketing strategies that resonate with them.

When you acknowledge your client’s struggles and think critically about the best solutions available, you’ll be able to create high-quality marketing content that leaves readers feeling like your product was made just for them.

7. Understanding AI

Customers are now in the driver’s seat, and marketers need to develop highly personalized content and campaigns that align with micro audiences.

AI-based technology is used to understand customers on a deeper level, as marketers work across platforms to create a satisfying user experience. For example, marketers can analyze client behaviour in a specific time period and across various social media channels.


Nicola Malcolm

Nicola Malcolm

Nicola has over 20 years of staffing industry experience with global, international, and Canadian firms. She has a broad knowledge base from having worked at a temporary recruitment desk, as an on-site manager in a global warehouse and manufacturing company, and in marketing, IT and operations. In addition, Nicola managed a portfolio of MSP/VMS accounts for a global MSP, and currently manages the staffing supply of 10+ Canadian MSP/VMS programs. In her spare time, Nicola uses her recruiting background to help her family, friends, and personal network find meaningful work opportunities. She also enjoys applying her operational skills to plan family trips abroad as often as possible.

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