Within your content team, there is room for various profiles, but the digital marketer almost always has a seat at the table. What does his (or her) profile look like and what is their impact on content marketing?
A digital marketer is responsible for the online, digital, or internet marketing in your company. He or she oversees all marketing that occurs via the internet or is related to new media. In that respect, content marketing is certainly part of his portfolio, while the other domains he is concerned with are closely related: think of social media marketing, email marketing, SEO and SEA, or marketing automation.
The above list means that in many organizations, content marketing tasks fall under digital marketing, but a digital marketer is not quite the same as a content marketer. The difference lies in the notion of inbound marketing. Both digital and inbound marketing focus on online and content, but a digital marketer will use both inbound and outbound techniques.
The digital marketer has an empathetic profile, thinking about innovation, renewal, and change, but also has an understanding of how other departments (sometimes traditionally) operate.
Or, if you like your terms a bit more old-school: push and pull. Outbound seeks to push content in front of as many eyeballs as possible. Inbound speaks to buyer personas in a customer journey where they need help. A digital marketer will utilize both, but a content marketer thinks much more inbound marketing-centric. Again, that line is going to keep fading the more an organization centers on inbound marketing.
It would be too simple to say that a digital marketer is ‘involved’ with content, SEO, SEA, or optimization and automation. His or her responsibilities are much more specific. The exact role will obviously vary from company to company and depending on the scale of the marketing activities. But here are some certainties:
Let’s first rephrase the question: where in the company organization does the digital marketer fit? Within the organization, he or she often reports to the marketing manager or marketing director. Especially in large organizations, this allows the marketing director to bring in additional digital competencies. In SMEs, it is equally possible that the digital marketer, particularly if they are a senior profile, assumes the role of marketing manager, for example in collaboration with a CEO or business owner with marketing experience.
If his or her responsibilities are too broad, you often see a subsequent split, with the marketing department creating a content marketer role alongside or under the digital marketer. The content marketer will then take on the content strategy aspect within the digital marketing strategy.
The place in the organization makes it clear: the digital marketer is above all a bridge builder. He or she will guide the marketing team from outbound to inbound or maintain a broad view on data. Not just focusing on content and checking the average time a visitor spends on the page with the new blog article, but also linking it to other marketing data. Additionally, they connect business with online marketing or can also link sales and online marketing.
Therefore, the digital marketer has an empathetic profile, thinking about innovation, renewal, and change, but also understanding how other departments (sometimes traditionally) operate. Or to give another example: they are the person who can bridge the gap between campaign thinking and thinking in terms of continuous content sparks to engage your target audiences.
To put it simply, content marketers aiming to make the organization more content-driven will find an ally in the digital marketer.
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