The most sought-after digital marketing skills right now

Digital marketing is a growing industry, and there are a wide range of positions and responsibilities involved in creating successful digital marketing campaigns. Whether it is paid social, SEO, digital PR or something in between, there are plenty of digital marketing skills you can master and develop to improve your work.

While you will likely have your specific area of expertise, with digital marketing, there is often a lot of overlap, meaning it is beneficial to have a good understanding of most other marketing channels to get the best results. For example, if you don’t know how SEO works, then it can make it difficult to understand how paid social can impact search visibility.

So what are the most sought-after skills in digital marketing? In this blog, we’ll explore the skills needed for each type of position and provide key industry stats that highlight the growing demand for these skills, as well as some interpersonal skills all members of a digital marketing agency need to excel. Plus, I outline some quick ways for you to improve your skills in different areas!

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Stats showing the digital marketing industry growth

• By 2026, it is expected that the global digital advertising and marketing market will reach $786.2 billion
• From 2020 to 2026, the compound annual growth rate of digital marketing is projected at 9%.
• There was a 10% growth rate in digital marketing budget spending across businesses in one year (between 2023 and 2024.)
• 72% of overall marketing budgets get put towards digital marketing channels.
• By 2026, the marketing job demand is set to increase by 10% by 2026
• Digital marketing jobs are set to increase by 6%, which is higher than the average job growth rate,  by 2032.
• Customer marketing managers and search marketing managers are both on CNBC’s list of the 10 fastest-growing jobs in the US.
• Mobile has over half of the Global Marketshare
• There are around 860,000 job openings for digital marketing specialists. ‘

6 of the most sought-after digital marketing skills

1. Search Engine Optimisation (SEO)

SEO industry stats

• The demand for SEO experts is predicted to increase by 22% between 2020 and 2030.
• 65% generate improved SEO results using AI tools. Plus. 67% of businesses state they see improvements in the quality of the content when working with AI.
• A study from HubSpot shows that half of SEO professionals believe that social media search engines will improve search in the not-so-distant future.
• in 2025, the SEO market is expected to reach $72.31 billion 

SEO is the process of identifying and implementing strategies across content to boost search engine rankings. Working in SEO requires a multifaceted skill set. If you want to work within the world of SEO you will need to focus on both on-page and off-page optimisation whilst also understanding why/how search engines rank content.

Knowing how to conduct keyword research and identifying relevant search terms for your target audience is a vital part of SEO work, so you can be sure that the content being created is likely to help your site rank. As well as this, it is crucial to understand how and when to optimise meta tags, headings, images, and video as these also contribute to online visibility.

As an SEO executive, you’ll need to understand international and local SEO and monitor search engine data. Implementing local-based SEO strategies, optimising Google My Business profiles and gathering local reviews are all techniques you would need to have to succeed with local SEO. You’ll also need to analyse trends and identify new ways of gaining higher rankings on the SERPs (search engine results page).

When it comes to international SEO, it is important to learn the differences and nuances between counties so you can target audiences with relevant content.

Optimisation doesn’t just stop at websites, you should also optimise social platforms as they also contribute to online visibility and search rankings.

At a higher level, you’ll need to understand everything about technical SEO from how to effectively link build, to site mapping and conducting technical audits.

By understanding all of the above, you can be sure that you have the necessary skills to take on an SEO role and increase organic visibility for your business/clients.

How to develop and gain skills in SEO

• Learn from online SEO courses: There are plenty of SEO related online courses that you can go through at your own pace and learn from. A favourite of mine is the Hubspot SEO online course. 
• Read SEO related blogs: For example, our CIO, James Welch, wrote a brilliant blog called ‘A list of things that helped me to become better at SEO. By learning from experts who have been there and done it, you can gain valuable, actionable insights that will improve your skills.
• Experimentation: When it comes to SEO, it is best to put the books down (once you’ve read them, of course) and test various SEO techniques. By experimenting, you provide yourself with the best chance at perfecting your SEO techniques.
• Keep up to date with the latest industry trends: Knowing relevant updates as and when they happen is crucial so you can stay up to date with changes and reflect these in your work. Lucky for you, our SEO industry updates page has all the latest industry news in one place.

2. Content writing and marketing

Content writing and marketing stats:

• Marketers predict that the content marketing sector will generate more than $107 billion
• Email campaigns (87%) and instructive content (77%) are the most popular content marketing strategies used by B2B marketing teams to nurture their audiences.
• People spend an average of seven hours every day reading digital content.
• Content marketing costs 62% less than traditional marketing methods, and leads are 6 times more likely to convert.

Content writing involves creating high-quality, compelling written content for online pages that not only resonates with readers but with search engines too. This requires excellent attention to detail, understanding your target audience and excellent grammar/spelling skills. In a content marketing role, you’ll likely be expected to write a diverse range of content, including blogs, emails, web copy and much more. Each piece of content will require a different approach, so being able to adapt and tailor your content is an essential skill to have.

Content also needs to be results results-driven and Google E-E-A-T optimised in order to gain visibility and authority on search engine results pages.  E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. Therefore, content should not only be well written but also demonstrate expertise and credibility. 

By doing all of the above, you can improve your rankings in the SERPs and boost online visibility. 

How to develop and gain skills in content writing

• Read and then read some more: This might sound obvious, but it’s really important to read and learn from others. See how the best-performing blogs/emails are written and work on mirroring elements of that content in your own. You can also read blogs from experts that provide top tips on improving content writing.
• Have a go at online content writing courses: There are several free content writing courses that you can complete and learn from. Content marketing courses provide a lot of information that will help you develop your writing skills quickly.
• Learn SEO basics: Without understanding the basic principles of SEO, your content writing is unlikely to hit the mark. Remember, one of the key purposes of content writing is to help boost online visibility on your site.

3.  Paid social/Social media marketing

Paid social/organic social media marketing stats:

• About 88% of marketers expect to hire at least one more team member in a social media role in the next two years. About 62% expect to hire 2-6 new members
• Social media advertising spend is projected to reach $276.7 billion in 2025.
• Consumers Making Purchases on Social Media: Consumers are using Facebook (39%), TikTok (36%) and Instagram (29%) to make purchases.
• A significant percentage of marketers (86% in one study) report that social media marketing increases their business’s exposure.
• 68% of businesses believe Instagram ads deliver a positive ROI.
• 24% of B2C and B2B marketers believe TikTok offers the best ROI of any paid social channel.
• Multi-level Instagram campaigns that use different types of ads are 90% more likely to drive positive returns on investment.

Working in paid social or organic social media marketing requires excellent strategy, creativity, and social media skills. As a key purpose of social media marketing is to boost visibility and increase clicks on social media, it is important to keep up to date with online trends. Without knowing what has changed or is going on in the social media world, it can be easy to fall behind and lose interest from followers. Social media platforms evolve rapidly, and what works today might not have the same impact tomorrow. This includes producing videos, blog posts, and advertisements that align with the latest trends, helping brands stay ahead of the curve.

Paid social media marketing, in particular, requires a deep understanding of how each platform operates. You must be adept at leveraging tools and features unique to each network, such as Instagram’s Stories, TikTok’s viral challenges, or Pinterest’s shoppable pins. Understanding the evolving interests of users on platforms like Facebook, TikTok, and Instagram is crucial for crafting compelling content that generates real results and maximises return on investment.

How to develop and gain skills in social media marketing

• Take the time to develop skills using online courses: When it comes to developing creativity skills, using platforms like Canva can be very useful. Canva has a design school that offers various courses that can aim to support design skills that you can use on social media. There are plenty of other social media courses that you can take to learn how to use platforms and leverage the features they offer.
• Keep up to date with the latest social media trends: Knowing relevant platform updates as and when they happen is crucial so you can stay up to date with changes and reflect these in your work. Luckily for you, our industry updates page has all the latest industry news in one place.

Here is what our paid social manager, Jenny Byrne, says about developing paid social skills:

Jenny Byrne

Paid Social Manager

"Paid social is an ever changing digital landscape, each day the platforms are changing and evolving to suit both advertiser and consumer needs. As the advertiser, it's key you understand how the platforms and their regular updates works for both sides so you can see the full picture and really get to grips with any changes. Some great ways of doing this are by subscribing to key newsletters in the industry, or following thought leaders, like Bram Van der Hallan to regularly stay up to date. For those just starting out, the key areas to look are within the individual platform training academys or blueprints. Online courses like this can provide an essential level of expertise to each platform and be beneficial in the early days of learning about paid social."

4. PPC and Google ads

Stats about PPC and Google ads:

• Google has 83.49% of the search engine market share worldwide.
• As recently as 2024, Google earned almost $265 billion in ad revenue.
• 79% of marketers state that PPC ads are vital to their company’s success.
• 63% of people have clicked on a Google Ad at some point.
• PPC visitors are 50% more likely to buy than organic visitors.

Pay-per-click (PPC) advertising is a powerful digital marketing strategy that helps businesses drive targeted traffic to their websites. Businesses can place paid ads on various online platforms, such as Google, Bing, or social media networks. Businesses will only pay when the advertisement is clicked on. This model creates an opportunity for businesses to gain high-quality leads while only paying for actual engagement with their ads.

For those working in PPC, having strong audit and analysis skills is essential. The ability to quickly identify advertising opportunities and weaknesses can make or break a campaign. This involves deep data analysis to understand performance, track conversions, and optimise campaigns. A key aspect of this process is competitor research—understanding what rivals are doing can help refine your approach, ensuring your ads outperform those in the same market space.

A solid grasp of Google Ads is indispensable for any PPC professional. As the world’s most popular search engine, Google provides extensive metrics and tools to fine-tune ad performance. From analysing click-through rates (CTR) to adjusting keyword targeting, understanding how to interpret these metrics and create tailored campaigns is crucial for PPC success. Effective campaign management can lead to improved ROI and more efficient ad spending for businesses.

How to develop and improve PPC skills:

• Learn the fundamentals of PPC: Research and learn about how PPC works, the key platforms used and what metrics are important in PPC. A great way to learn is to ask. Ask PPC experts and follow PPC experts on LinkedIn. The best way to learn is from those who know the industry best.
• Improve skills using online PPC courses: Given there are multiple aspects to PPC that you need to know, taking a variety of different courses so you cover all aspects is a good idea. For example, you could take a course on keyword research, then another on campaign optimisation and another on PPC tools like Google ads. By having all these skills, you can increase the chances of being successful in the PPC world.
• Keep up to date with the latest Google changes: Knowing relevant platform updates as and when they happen is crucial so you can stay up to date with changes and reflect these in your work. Luckily for you, our industry updates page has all the latest industry news in one place.

5.  Data analytics

Stats about Data analytics:

• As marketers capture first-party data from more touchpoints than ever, consumers expect great experiences in return. In fact, 80% of customers are more likely to purchase a product or service from a brand that provides personalised experiences.
• About four out of 10 executives say digital analytics has resulted in better and more personalized customer experiences [Google]
• 43% of marketers are planning to increase the use of marketing analytics tools over the next year. [Salesforce]
• #2. 63% of marketers indicated that improving their use of data and analytics was in their top five priorities [Google]

In any digital marketing role, whether it’s SEO, social media management, content creation, or affiliate marketing, data analytics is undeniably a crucial element. Understanding how to interpret and leverage data can significantly impact the success of marketing strategies. The ability to analyse search engine data, track customer behavior, and assess competitor strategies is essential to formulating effective campaigns that yield results.

For instance, Google Analytics provides insights into website traffic, user behavior, and conversion rates, helping marketers fine-tune their strategies for optimal results. Tools like Answer The Public allow marketers to identify trending topics and search queries, aiding in content creation that aligns with audience interests. Ahrefs, on the other hand, helps track keyword performance and backlinks, ensuring that SEO efforts are on point.

By mastering these analytics platforms, digital marketers can enhance client visibility, improve performance metrics, and ultimately drive higher sales and conversions, making data analysis a core skill in modern marketing.

How to develop and improve your analytical skills:

• Gain practical experience: the best way to improve your analytical skills is to practice! Gaining more and more experience is one of the best ways to learn and grow. If you are right at the start of your data analytics journey, you can find real-world data sets to practice your skills on.
• Stay updated and read blogs: Reading blogs from analytical experts is a great way to understand the ways in which you can use data to inform your strategy.

6.  Digital PR

Stats about the digital PR industry:

• 51% of PR agency leaders are confident about the PR sector’s growth in the next 12 months (PRmoment)
• 47% of PRs spend around a quarter of their time measuring and reporting on success (Muck Rack)
• 80% of SEOs think brand mentions influence organic search rankings (Aira)
• 69% of PRs use generative AI in their workflows in 2025 (Muck Rack)
• Three fifths of in-house PR professionals are “quite confident” in their PR agency’s ability to navigate industry changes (PRmoment)

In digital PR, success is largely driven by building strong relationships, effective networking, and staying on top of industry trends. The role involves cultivating positive interactions with companies, journalists, influencers, and other media figures to establish a brand’s reputation and visibility. By maintaining these connections, digital PR professionals can secure valuable media coverage and partnerships that elevate a brand’s profile.

One of the key elements of digital PR is generating ethical backlinks. These are links from reputable websites that direct traffic to your content, boosting search engine rankings and enhancing online visibility. However, it’s not just about acquiring any backlinks—it’s about securing high-quality, relevant links from trusted sources within your industry.

Additionally, publishing engaging, well-crafted content is crucial. Content should resonate with the target audience, be informative, and encourage sharing. This combination of relationship-building, ethical backlink strategies, and compelling content is central to achieving a successful digital PR strategy, as it helps brands reach new audiences, increase their online presence, and strengthen their overall reputation in the digital space.

What personal skills do you need in digital marketing?

Alongside a knowledge of digital market practices and experience of technical and analytical tools, in order to succeed in the digital marketing world you’ll also need to possess a range of personal skills.

Time management

Working in the marketing industry, it’s essential to manage time effectively. You’ll be responsible for monitoring multiple clients and will need to balance a range of different tasks within a single day. Prioritising your workflow and effectively managing time is crucial to ensuring all work is complete, KPIs are met and content is signed off on time.

Communication and persuasion

A key part of digital marketing is communicating with clients. As a marketer, your job is to convince clients that your marketing strategies will benefit them. CMS teams are responsible for retaining and bringing on new clients and their success relies on using persuasive evidence including statistics to showcase your performance.

Clients require regular feedback and guidance, whilst agencies may also need further clarification and advice on branding and tone of voice. This requires both excellent written and verbal communication skills across all platforms.

Adaptability

In such a fast-paced, high-risk stake industry digital marketers will regularly encounter barriers or urgent matters they have to attend to. This could be anything from short notice requests from clients to technical issues with software and data. As a marketer, it’s your job to find quick solutions to overcome these problems to ensure work is delivered on time and at the highest quality.

You need to understand and implement AI

Let’s face it: AI is changing the marketing landscape (and every other landscape for that matter). If you don’t know how to implement Ai into your marketing strategies, you will likely get left behind, and the marketing world will move on without you. Want to know more so you thrive in the new world of AI? Read our whitepaper.

The best way to improve your digital marketing skills? Work with the experts

One of the easiest ways to develop your skills is to work with industry experts, and there’s no better way than working with our digital marketing agency. Whether you want to utilise our organic, creative or paid services or you’re looking to join an agency, you’ll be able to learn the crucial skills to succeed from our award-winning team.

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