Back to the Books: 5 marketing skills you should be learning right now
September means back to school – even if you’re not in school, use it as a nudge to pick up some new marketing skills. There are so many changes, new platforms, algorithm shifts, and consumer behaviour changes. To stay ahead of the curve and keep your marketing efforts fresh and effective you should always be adding to your knowledge. You don’t need to be an expert in everything, but it’s good to understand concepts and frameworks so you can build an impactful marketing strategy. So, dust off your learning hat, because it's time to hit the books (or, more likely, an online course platform)!
Here are 5 marketing skills you should be diving into right now:
1: Data analytics and interpretation
Love it or hate it, informed data can have a huge impact on your marketing. However, simply collecting data isn't enough. The real power lies in understanding what that data is telling you. Learning to analyze marketing data, identify trends, and draw actionable insights will allow you to optimize your campaigns, understand your audience better, and prove ROI. Whether it's Google Analytics, social media insights, or CRM data, mastering the art of interpretation will make your marketing better.
2: AI-powered content creation & optimization
Artificial Intelligence is no longer a futuristic concept; it's a powerful tool shaping content creation. From generating initial drafts and headlines to optimizing existing content for SEO and readability, AI can significantly boost efficiency and effectiveness. Understanding how to leverage AI tools responsibly and ethically, while still maintaining a human touch, is a skill that will define successful content marketers in the coming years.
3: Advanced SEO techniques (beyond keywords)
Gone are the days – thank goodness – where you read through a blog and see the same word over and over so many times it becomes annoying. No more keyword stuffing. While keywords are still important, modern SEO includes a much broader range of techniques, including technical SEO, GEO (Generative Engine Optimization), schema markup, voice search optimization, and understanding user intent. Staying updated on the latest changes will ensure your content ranks higher and reaches the right audience.
4: Video marketing & short-form content production
Video continues to dominate the content landscape, and the rise of platforms like TikTok and Instagram Reels has made short-form video a must for any marketing strategy. Learning the basics of video production – from scripting and filming to editing and optimizing for different platforms – is a skill that will open up immense creative and marketing opportunities. Think quick, engaging, and visually compelling narratives. Remember, you don’t have to do it like everyone else. And you don’t want it to feel overly scripted either.
5: Personalization and customer journey mapping
Consumers expect personalized experiences. Generic messaging no longer cuts it. Learning to map out detailed customer journeys and then personalize content, offers, and communications at each touchpoint is key to building stronger relationships. This involves understanding segmentation, automation, and how to use CRM systems effectively.
What skills are you currently focusing on? Share your thoughts in the comments below!