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9 Important Skills For Marketing Jobs in 2023

Updated: Jun 12

There are few fields that evolve and change as much as marketing. Anything from a viral video to a political scandal can alter the way companies approach marketing.

In 2023, marketing professionals face an even more dynamic landscape, with the rapid growth of digital channels, the rise of AI, and a more connected global audience.

In this fast-paced environment, it's crucial to stay ahead of the curve and be well-versed in the latest industry trends and skills.

Now, more than ever, marketing professionals need to be versatile, adaptable, and eager to learn.

This is a comprehensive guide and will take some time to read (it stands at about 4800 words).

9 Skills For Marketing Professionals

So, if you don’t have the time, here are the 10 must-have skills that every marketing professional should master to stay competitive in 2023:

  1. Data Analytics

  2. Search Engine Optimization (SEO)

  3. Content Marketing

  4. Social Media Marketing

  5. Email Marketing

  6. Digital Advertising

  7. Video Marketing

  8. Marketing Automation

  9. Soft Skills

Now, let’s dive in.

Must have skills for marketing jobs in 2023:

Data Analytics

One of the most important skills for marketing jobs is to understand data and learn how to work with data. It’s not an overstatement to say that data is the lifeblood of marketing.

To make informed decisions, you'll need to collect data from various sources, and the first step is understanding the different methods at your disposal.

Let's explore some of the most common ones:

  • Surveys and questionnaires: Whether it's through online platforms, email, or even good old-fashioned pen and paper, surveys can provide valuable insights into customer preferences, satisfaction, and behavior.

  • Web analytics: Platforms like Google Analytics can help you monitor website traffic, user behavior, and campaign performance, giving you a goldmine of information to optimize your digital marketing efforts.

  • Social media analytics: Social networks are treasure troves of data. Use built-in analytics tools to track engagement, audience demographics, and content performance, helping you refine your social media strategy.

  • Customer relationship management (CRM) systems: A good CRM system can help you gather and manage data on customer interactions, preferences, and purchase history, enabling you to personalize your marketing efforts.

  • A/B testing: Running controlled experiments allows you to compare different marketing elements and identify which performs better, helping you optimize campaigns for maximum impact.

Interpreting and visualizing data

Now that you've gathered all this fantastic data, it's time to put on your data detective hat and uncover the hidden insights.

But where do you start?

Here are some key steps to help you make sense of it all:

  • Clean and prepare the data: Before diving into analysis, make sure your data is free from errors and inconsistencies. This might involve removing duplicates, filling in missing values, or correcting mistakes.

  • Identify relevant metrics: Determine which data points and key performance indicators (KPIs) are most relevant to your marketing objectives. For example, if you're focused on increasing website conversions, you might look at metrics like conversion rate, bounce rate, and average session duration.

  • Analyze trends and patterns: Examine the data over time to spot trends and patterns that can inform your marketing strategy. Are there any seasonal fluctuations? Is there a particular day of the week when engagement peaks? These insights can help you make data-driven decisions.

  • Use visualization tools: Data visualization tools like Tableau, Power BI, or even Excel can help you create charts, graphs, and dashboards that make it easier to understand and communicate your findings. A picture is worth a thousand words, after all.

Leveraging data-driven insights for decision-making

You've collected the data, cleaned it up, and found some juicy insights.

Now, it's time to turn those insights into action.

Here's how to leverage your data-driven findings for better decision-making:

  • Benchmark your performance: Compare your performance against industry standards or your own historical data. This can help you identify areas of strength and weakness and set realistic targets for improvement.

  • Optimize campaigns: Use data to fine-tune your marketing campaigns. For example, if you find that a particular email subject line drives higher open rates, use that insight to optimize future email campaigns.

  • Personalize your marketing: Harness the power of data to deliver personalized content and offers to your target audience. The more relevant and tailored your marketing efforts are, the more likely they are to resonate with your audience.

  • Test and iterate: Don't be afraid to experiment with new ideas and approaches. Use data to measure the effectiveness of these experiments and make adjustments based on the results. Remember, marketing is an art and a science, and continuous learning is the key to success.

  • Communicate your findings: Share your data-driven insights with your team and stakeholders. Presenting your findings in a clear, concise, and visually appealing manner can help foster a data-driven culture within your organization and ensure everyone is on the same page.

  • Allocate resources effectively: By understanding which channels, campaigns, or tactics are delivering the best results, you can make smarter decisions about where to invest your marketing budget and resources. This will help you maximize your ROI and achieve your marketing goals more efficiently.

  • Stay agile and adapt: The marketing landscape is constantly changing, and data can help you stay nimble and adapt to these changes. Regularly review your data and be prepared to adjust your strategy as needed to stay ahead of the curve.

Search Engine Optimization (SEO)

Keyword research and optimization

Let's talk about the holy grail of digital marketing: Search Engine Optimization, or SEO.

At its core, SEO is all about making your website more visible and attractive to search engines, which ultimately drives more organic traffic to your site.

And it all starts with the right keywords.

  • Identify your target audience: Before diving into keyword research, it's crucial to have a clear understanding of your target audience. Who are they? What are their pain points? What type of content are they searching for?

  • Use keyword research tools: Make use of tools like Google Keyword Planner, SEMrush, or Ahrefs to discover relevant keywords and phrases that your target audience is searching for. These tools can also provide valuable data on search volume, competition, and related terms.

  • Focus on long-tail keywords: Long-tail keywords are more specific and usually less competitive than short, broad terms. By targeting long-tail keywords, you'll have a better chance of ranking higher and attracting more targeted traffic.

  • Optimize your content: Once you've identified the right keywords, weave them strategically into your website content, including titles, headings, meta descriptions, and body text. But remember, don't overdo it – search engines can penalize keyword stuffing!

On-page and off-page SEO techniques

Now that you've got your keywords sorted, it's time to dive into on-page and off-page SEO techniques that'll help your website rank even higher:

On-page SEO:

  • High-quality, engaging content: Focus on creating valuable content that addresses your audience's needs and keeps them coming back for more.

  • Mobile-friendly design: With more users searching on mobile devices, it's essential to have a responsive, mobile-friendly website.

  • Optimize page speed: Fast-loading pages improve user experience and can positively impact your search rankings. Compress images, minimize HTTP requests, and leverage browser caching to speed up your site.

  • Internal linking: Use internal links to guide users through your site, improve navigation, and distribute link equity across your pages.

Off-page SEO:

  • Build high-quality backlinks: Earning backlinks from authoritative, relevant websites can boost your site's credibility and improve its search rankings. Reach out to industry influencers, guest blogs, or create shareable content to attract backlinks.

  • Social media presence: A strong social media presence can indirectly impact your SEO by increasing your online visibility and driving more traffic to your site.

  • Local SEO: If you're targeting a local audience, optimize your website for local search by claiming your Google My Business listing, building local citations, and collecting positive reviews.

Keeping up with search engine algorithm updates

Search engines like Google and Bing are constantly tweaking their algorithms to improve search results and user experience.

While it might seem daunting to keep up with these ever-changing updates, staying informed can help you adapt your SEO strategy and maintain or improve your rankings.

Here's how:

  • Follow industry blogs: Stay in the loop by following reputable SEO and digital marketing blogs, like Moz, Search Engine Land, and Search Engine Journal. These sources often cover the latest algorithm updates and offer expert insights on how to adjust your SEO tactics.

  • Monitor your site's performance: Regularly track your site's organic search traffic, keyword rankings, and other relevant metrics to spot any sudden changes that may be the result of an algorithm update.

  • Be proactive: Focus on creating high-quality, user-centric content and avoid using black-hat SEO techniques that may get your site penalized. By doing so, you'll be better positioned to weather any algorithm changes

Simply being amazing at SEO can help you land marketing roles. It’s one of the most important marketing skills today. If you’re looking for a marketing job, we’ve got a comprehensive guide that you can read here.

Content Marketing

Creating engaging and relevant content

They say content is king, and they're not wrong. As a marketing whiz, you know that creating engaging and relevant content is a surefire way to capture your audience's attention and drive results.

But how do you go about it?

Here are some tips to get your creative juices flowing:

  • Know your audience: Before crafting any content, it's essential to have a deep understanding of your target audience. Create buyer personas that outline their demographics, interests, and pain points, and use this information to tailor your content accordingly.

  • Be authentic: Authenticity resonates with audiences. Share your unique perspective and experiences to build trust and credibility with your readers.

  • Focus on storytelling: People love stories – they're relatable, memorable, and evoke emotions. Use storytelling techniques to craft content that connects with your audience on a deeper level.

  • Use various formats: Mix things up by creating content in different formats, such as blog posts, videos, infographics, podcasts, and more. This will keep your audience engaged and cater to different content consumption preferences.

  • Prioritize quality over quantity: Instead of churning out tons of mediocre content, focus on producing high-quality pieces that truly add value to your audience. Quality content is more likely to be shared, generate leads, and improve your search rankings.

If you think writing is your cup of tea, check out some of the best remote writing jobs.

Developing a content strategy for multiple platforms

Now that you're a content-creating machine, it's time to develop a killer content strategy that covers multiple platforms.

Here's a step-by-step guide to help you:

  1. Set your goals: Begin by defining your content marketing objectives. Are you looking to increase brand awareness, generate leads, or improve customer retention? Your goals will help guide your strategy and measure its success.

  2. Choose your platforms: Identify the platforms where your target audience is most active, such as social media, blogs, YouTube, or email. Focus your efforts on these channels to maximize your reach and engagement.

  3. Develop a content calendar: Create a content calendar that outlines your publishing schedule and helps you plan your content in advance. This will ensure you have a consistent stream of fresh content and can take advantage of timely opportunities and trends.

  4. Repurpose content: Maximize the value of your content by repurposing it across different platforms and formats. For example, a blog post can be turned into an infographic or a podcast episode, helping you reach a wider audience and boost your SEO efforts.

  5. Encourage user-generated content: Invite your audience to contribute content, such as reviews, testimonials, or guest blog posts. User-generated content not only saves you time but also adds credibility and social proof to your brand.

Measuring content marketing success

Last but not least, it's essential to measure the success of your content marketing efforts to understand what's working, what's not, and how you can improve.

Here are some key metrics to track:

  1. Traffic: Analyze the number of visitors to your website and individual content pieces. High traffic indicates that your content is resonating with your audience and attracting potential customers.

  2. Engagement: Monitor likes, comments, shares, and time spent on your content. High engagement rates suggest that your content is connecting with your audience and driving them to take action.

  3. Conversion rate: Track how many visitors are completing a desired action, such as signing up for a newsletter, downloading a whitepaper, or making a purchase. This will help you gauge the effectiveness of your content in driving conversions.

  4. Social media reach: Keep an eye on your social media reach and impressions, as this can provide insights into how well your content is performing on social platforms

Social Media Marketing

Identifying the right platforms for your target audience

Social media has become an integral part of marketing, allowing brands to connect with their audience, showcase their personality, and drive results.

But with so many platforms out there, how do you decide which ones are right for your brand?

Here are some pointers to help you make that decision:

  • Define your target audience: Start by getting a clear understanding of your target audience, including their demographics, interests, and online behavior.

  • Research platform demographics: Each social media platform has its unique user base and demographics. Investigate which platforms align best with your target audience's characteristics.

  • Consider your content format: Different platforms cater to different content types, such as images, videos, or text. Choose platforms that suit your content format and style, allowing you to showcase your brand most effectively.

  • Assess your resources: Finally, consider your team's resources and capabilities. It's better to excel on a few platforms than to spread yourself too thin across multiple channels.

Creating and scheduling engaging social media content

Now that you've chosen your platforms, it's time to create and schedule compelling social media content that captivates your audience:

  • Align with your brand voice: Ensure your social media content reflects your brand's personality, tone, and values, helping to create a consistent and memorable brand experience.

  • Focus on value and engagement: Create content that adds value to your audience, sparks conversations, and encourages interaction. This can include educational, entertaining, or inspiring content, depending on your audience's preferences.

  • Leverage visual content: Visual content, such as images, videos, and GIFs, tends to perform better on social media, capturing attention and boosting engagement. Don't shy away from using visuals to enhance your posts.

  • Plan a content mix: Mix up your content types to keep your audience engaged, including promotional, educational, user-generated, and behind-the-scenes content.

  • Schedule your posts: Use social media scheduling tools like Buffer, Hootsuite, or Sprout Social to plan and schedule your content in advance, ensuring consistency and freeing up time for real-time engagement.

Utilizing social media analytics to improve campaigns

To make the most of your social media marketing efforts, it's essential to track your performance and use data-driven insights to optimize your campaigns.

Here's how:

  • Monitor key metrics: Track relevant metrics, such as reach, impressions, engagement, and conversions, to assess the effectiveness of your social media content and campaigns.

  • Analyze audience insights: Dive into your platform's built-in analytics to better understand your audience's demographics, interests, and online behavior. Use this information to tailor your content and targeting strategies.

  • Test and learn: Experiment with different content formats, posting times, and targeting options to see what resonates best with your audience. Use data to inform your decisions and optimize your campaigns for maximum impact.

  • Benchmark against competitors: Keep an eye on your competitors' social media performance to identify areas where you can improve or differentiate your brand. This can also provide inspiration for your own content and campaigns.

  • Set realistic goals: Use your analytics insights to set achievable goals for your social media marketing efforts, and continually measure your progress to stay on track.

Email Marketing

Email marketing remains a powerful tool for building relationships and driving results.

To make your email campaigns stand out in a crowded inbox, you need to craft compelling copy that grabs your reader's attention and compels them to take action.

Here's how:

  • Write engaging subject lines: Your subject line is the first thing recipients see, so make it count. Keep it short, relevant, and intriguing to pique curiosity and encourage opens.

  • Personalize your message: Personalization can go a long way in making your emails feel more tailored and relevant to the recipient. Use their name, reference past interactions, or offer content tailored to their interests.

  • Keep it clear and concise: Get to the point quickly and break up your content with headings, bullets, and short paragraphs to make it easy to read and understand.

  • Use a strong call-to-action: Clearly communicate the action you want your reader to take, and make it easy for them to do so with a prominent, visually appealing call-to-action button.

Segmentation and targeting strategies

To increase the effectiveness of your email marketing campaigns, it's essential to segment your audience and deliver targeted, relevant content.

Here are some strategies to help you achieve this:

  1. Segment your audience: Break your email list into smaller groups based on factors like demographics, purchase history, or engagement levels. This will allow you to send more targeted and personalized content.

  2. Use dynamic content: Leverage dynamic content, which automatically changes based on the recipient's data, to tailor your emails to each individual on your list without creating multiple versions of the same email.

  3. Set up automated campaigns: Utilize email automation tools to set up triggered campaigns based on user actions, such as welcome emails, abandoned cart reminders, or post-purchase follow-ups. These timely, relevant emails can drive higher engagement and conversions.

  4. Test and refine: Continuously test different targeting and segmentation strategies to discover what works best for your audience. Use the insights gained from these tests to optimize your future campaigns.

Analyzing email marketing performance

To ensure the success of your email marketing efforts, it's crucial to analyze your performance and use the insights gained to improve your campaigns.

Here are some key metrics to track and tips for optimizing your performance:

  • Open and click-through rates: Monitor your open and click-through rates to assess the effectiveness of your subject lines and email content. Low rates may indicate a need for more compelling copy or better targeting.

  • Conversion rate: Track the percentage of recipients who complete a desired action, such as making a purchase or signing up for an event. This will help you gauge the overall success of your email campaigns.

  • Bounce and unsubscribe rates: Keep an eye on your bounce and unsubscribe rates to identify any issues with your list quality or content relevancy. High rates may signal a need to clean your list or adjust your content strategy.

  • A/B testing: Experiment with different subject lines, copy, design elements, and send times to see what resonates best with your audience. Use the results of these tests to inform and optimize your future campaigns.

Digital Advertising

Familiarity with various ad platforms (Google Ads, Facebook Ads, etc.)

To excel in digital advertising, it's essential to be familiar with various ad platforms and their unique features, targeting capabilities, and formats.

Some of the most popular platforms include:

  1. Google Ads: Google's advertising platform allows you to create search, display, video, and shopping ads that appear on Google's search engine results pages, YouTube, and across the Google Display Network.

  2. Facebook Ads: With over 2.8 billion monthly active users, Facebook offers a vast reach for advertisers. Its platform enables you to create ads that appear in users' news feeds, stories, and in the right-hand column, as well as on Instagram and the Facebook Audience Network.

  3. LinkedIn Ads: LinkedIn's advertising platform is ideal for B2B marketers looking to target professionals based on factors like job title, industry, and company size. Ad formats include sponsored content, InMail, and display ads.

  4. Twitter Ads: Twitter's ad platform allows you to promote tweets, accounts, and trends to reach a wider audience and drive engagement, website traffic, or app installs.

Creating effective ad copy and visuals

Your ad copy and visuals play a critical role in capturing attention, communicating your message, and driving conversions.

Here are some tips for creating ads that resonate with your target audience:

  • Speak to your audience: Use language that appeals to your target audience and addresses their needs, desires, or pain points.

  • Be concise and clear: Keep your ad copy short and to the point, focusing on the most critical information and benefits. Use simple language to ensure clarity and easy comprehension.

  • Include a strong call-to-action: Clearly communicate the action you want your audience to take and make it easy for them to do so with a prominent, enticing call-to-action.

  • Choose eye-catching visuals: Use high-quality, relevant images or videos that support your message and capture attention. Ensure your visuals are consistent with your brand's style and identity.

  • Test and iterate: Experiment with different ad copy, visuals, and formats to see what resonates best with your audience. Use the results of these tests to inform and optimize your future campaigns.

Budgeting and campaign optimization

Effective budgeting and campaign optimization is crucial to maximize your return on investment in digital advertising.

Here are some strategies to help you get the most bang for your buck:

  1. Set clear objectives: Define your advertising goals, such as increasing brand awareness, driving website traffic, or generating leads. Your objectives will help guide your budget allocation and optimization efforts.

  2. Allocate budget strategically: Distribute your budget across different platforms, targeting options, and ad formats based on their potential to deliver results. Regularly reassess and adjust your allocation as needed.

  3. Monitor performance: Keep a close eye on your campaigns' performance, including metrics like impressions, click-through rates, conversions, and cost per action. Use this data to identify areas for improvement and optimization.

  4. Optimize targeting and bidding: Continuously refine your audience targeting, keywords, and bidding strategies to improve your ad relevance, reach, and cost efficiency.

  5. Test and learn: Regularly run A/B tests on your ad copy, visuals, and targeting to identify top-performing variations and apply those learnings to future campaigns.

Video Marketing

Video marketing has become an increasingly essential tool for brands to engage with their audience and tell their stories.

To create compelling video content that resonates with viewers, keep these storytelling tips in mind:

  • Define your story: Before you start creating your video, outline a clear narrative that aligns with your brand's message and appeals to your target audience.

  • Evoke emotions: Connect with your viewers on an emotional level by incorporating relatable characters, situations, and feelings into your video.

  • Keep it focused: Avoid trying to cover too many topics or ideas in a single video. Instead, focus on a central theme or message that can be effectively conveyed in the allotted time.

  • Show, don't tell: Use visuals, sound, and action to communicate your message, rather than relying solely on dialogue or text.

  • End with a strong call-to-action: Encourage viewers to take the desired action after watching your video, whether that's visiting your website, signing up for your newsletter, or making a purchase.

Understanding video production basics

While you don't need to be a professional filmmaker to create effective video content, understanding the basics of video production can help ensure your videos look polished and professional.

Here are some essential tips:

  • Plan your shots: Before filming, create a shot list or storyboard to outline the visuals and actions you want to capture, ensuring a smoother production process.

  • Frame your shots: Use the rule of thirds, leading lines, and depth to compose visually appealing shots that draw your viewers' attention to the most critical elements.

  • Ensure good lighting: Proper lighting can make a world of difference in your video's quality. Experiment with natural light, reflectors, or artificial light sources to achieve a well-lit, professional look.

  • Edit carefully: Editing can make or break your video. Trim excess footage, use smooth transitions, and add music or sound effects to enhance your storytelling and maintain viewer interest.

Leveraging video analytics for improvement

To maximize the impact of your video marketing efforts, it's essential to track your performance and use video analytics to inform your future content creation. Here are some key metrics and insights to consider:

  1. View count: Monitor the number of views your videos receive to gauge their overall reach and popularity.

  2. Watch time and retention: Analyze your audience's watch time and retention rates to identify where viewers lose interest and optimize your video content accordingly.

  3. Engagement: Track likes, comments, and shares to measure how well your video content resonates with your audience and encourages interaction.

  4. Click-through and conversion rates: Monitor how effectively your videos drive viewers to take the desired action, such as visiting your website or making a purchase.

  5. Audience demographics and interests: Dive into your video platform's analytics to better understand your audience's demographics, interests, and viewing habits. Use this information to create more targeted and relevant video content that caters to their preferences.

Marketing Automation

Marketing automation is the use of software or tools to automate repetitive marketing tasks, streamline workflows, and efficiently manage marketing campaigns across multiple channels.

It helps businesses save time, improve efficiency, and better target their audience with personalized content.

Choosing the right marketing automation tools can significantly improve your marketing efficiency, productivity, and results.

When selecting a tool, consider the following factors:

  • Integration capabilities: Ensure the tool can seamlessly integrate with your existing marketing, CRM, and analytics platforms to streamline data sharing and workflows.

  • Features and functionality: Look for tools that offer the features you need, such as email automation, social media scheduling, lead scoring, and analytics. Make a list of your must-have and nice-to-have features to guide your decision-making.

  • Scalability: Choose a tool that can grow with your business, offering advanced features and capabilities as your marketing needs evolve.

  • Ease of use: Opt for a user-friendly tool with an intuitive interface and robust customer support to help you quickly get up to speed and troubleshoot any issues.

  • Budget: Compare pricing plans and consider the long-term ROI of your chosen tool, factoring in not only the subscription cost but also any additional expenses for training, setup, or integrations.

Setting up and managing automated campaigns

Setting up and managing automated campaigns can help you deliver timely, personalized, and relevant marketing messages. Here are some steps to follow when creating an automated campaign:

  • Define your goals: Determine the objectives of your automated campaign, such as nurturing leads, re-engaging inactive customers, or upselling existing clients.

  • Map your customer journey: Outline the key touchpoints and interactions your audience will have with your brand throughout the campaign, from initial awareness to conversion.

  • Create targeted segments: Group your audience into segments based on factors like demographics, behavior, or engagement to deliver more personalized and relevant content. Develop content and triggers: Craft compelling email, social media, or SMS messages, and set up triggers that automatically send them based on specific user actions or conditions.

  • Monitor and optimize: Regularly track the performance of your automated campaigns, using metrics like open rates, click-through rates, and conversions to identify areas for improvement and optimize your strategy.

Analyzing automation performance and ROI

To ensure the success of your marketing automation efforts, it's crucial to analyze your performance and measure the return on investment (ROI).

Here are some key metrics and tips for optimization:

  • Engagement metrics: Monitor open, click-through, and conversion rates to assess the effectiveness of your automated messages and identify areas for improvement.

  • Lead generation and nurturing: Track the number of leads generated, as well as their progression through your sales funnel, to gauge the success of your lead nurturing efforts.

  • Customer lifetime value: Analyze the average revenue generated by customers who have interacted with your automated campaigns to understand the long-term value of your marketing automation efforts.

  • Time and cost savings: Assess the time and resources saved through automation, comparing the costs of manual efforts with the costs of using your automation tool.

  • Continual optimization: Use the insights gained from your performance analysis to refine your campaigns, targeting, and content, ensuring that you're continuously improving your marketing automation strategy and maximizing your ROI.


Now, if you’ve made it this far, you might be wondering if one marketing professional is supposed to know, understand, and do everything we’ve spoken about so far.

The answer is no. Of course, one marketing professional isn’t expected to do everything.

However, if you want to be a marketing professional in 2023, you’ll be expected to have a broad understanding of everything that we’ve spoken about. Each of these skills we’ve talked about is a whole job on its own. But, it’s important to understand the basics of all branches of marketing and that’s what we’ve done.

I hope this guide has been helpful to you. If you’re looking for a remote marketing job, make sure you check out Simple Job Listings.

All the jobs that we list are remote and most of these jobs pay really well. Each job post is verified and most of the jobs that we post simply aren't listed anywhere else!

Check out Simple Job Listings and find your dream remote marketing job. Good luck!

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