A digital marketing specialist creates digital content that is designed to share information, raise awareness and grow the audience of a company, business or organization. They create written, visual, video and interactive content in a variety of mediums that is targeted towards specific markets and audiences. They tend to work as part of a team that maps out a content calendar and schedule, designed materials that will promote a company and its products and services to as wide an audience as possible.

Typical duties of a digital marketing specialist include:

• Creating custom written, visual and interactive digital content
• Meeting with clients and employers to assess their content marketing needs
• Brainstorming possible content ideas as part of a team
• Researching existing marketing campaigns and recent trends
• Designing marketing campaigns to increase awareness of a company
• Tracking the progress of existing marketing campaigns through traffic and shares
• Analyzing ongoing campaigns to learn more about the audience reach
• Reviewing feedback from data and comments to make improvements

Digital marketing specialists should first complete a degree or diploma in communications, marketing, PR or a related field. Additional training and certification in specific forms of content creation, such as graphic design, will be an asset. It will also be beneficial to have demonstrable knowledge of the programs and applications used to analyze and promote internet traffic, such as Google Ads. When applying for jobs in the industry, aspiring digital marketing specialists should have a portfolio of their existing work that shows they can think creatively to create original content that meets the needs of their clients.

Digital marketing specialists are recruited by businesses in the marketing and B2C sales sectors.

The long-term employment outlook for digital marketing specialists is considered fair to good. The rapid growth of digital sales for small and medium businesses means that they need assistance to make a name for themselves in the digital marketplace, creating new opportunities. Over the next 10 years it is predicted that there will be 46,000 job openings for digital marketing specialists and 44,100 qualified people looking to join the profession.

Digital marketing specialists have traditionally worked in offices as part of the content and marketing team for large companies and organizations. They can also work for companies that specialize in digital marketing and be contracted by other businesses. It is also becoming increasingly common for digital marketing specialists to freelance assignments for individual clients, working remotely from their own home or office.

According to the CNP code (national classification of occupations), here are the additional titles for a digital marketing specialist:

• Digital marketing coordinator
• Digital communication specialists
• Digital advertising consultant
• Digital media coordinator
• Information officer
• PR specialist