An Introduction to Digital Marketing – Spotlight Recruitment

So you want to work in digital marketing? Well, it’s not as simple as you think. Within the industry, there are a wide range of different roles available. So before you start applying, read our quick guide to the different roles available, so you can work out which route you want to go down.

Search Engine Optimisation (SEO)

Search engine optimisation, known as SEO, is the process of trying to improve a website’s ranking in the search results on search engines such as Google. This can be done in two ways: on-page and off-page. On-page SEO involves editing a website to make it more search engine friendly. This can involve keyword research, or editing the site’s page titles, descriptions, and content on the pages. Off-page SEO involves gaining links back to the website to improve its authority. This is primarily done by outreaching to bloggers and other website owners to run features on their sites that link back to yours. This can include product reviews, competitions, guest posts, and sponsored posts. You could also get involved in content brainstorms to generate ideas for link building campaigns. Most SEO roles will involve a mixture of the two, however some may focus more heavily on one than the other.

Content Marketing

Content marketing involves the creation of content for SEO purposes. This can be blog articles for the company blog, in order to promote on social media and improve rankings for specific keywords, or guest posts that link back to the company site. The content produced is mostly written blog posts; visual content is becoming more popular, but that is usually outsourced (although in smaller agencies the opportunity to create your own may arise). However, the term “content marketing” sometimes incorporates the link building activities described above. So make sure to check the job description for any content marketing executive positions. SEO positions may also incorporate content marketing.

Social Media

Social media is a growing area with numerous platforms: Twitter, Facebook, Pinterest, Instagram… the list goes on. Social media executives are responsible for keeping the social media feeds updated, plus running any current social media campaigns. You may also be involved with idea generation for future campaigns, so creativity is a must! In addition to written posts, you may also be tasked with finding or creating images to post online.

Paid Search

Paid search is the most common form of pay per click advertising (PPC). It refers to the sponsored search results that appear at the top and on the sides of the organic Google search results. Working in this area involves researching relevant keywords, tracking and managing the advertising budget, researching competitors, writing copy for the adverts, and compiling reports. Paid search is more analytical than other forms of digital marketing, however requires an element of creativity to create effective ad copy.


The display team deal with the banner advertisements that appear on other websites. The banners themselves are usually created by developers, so it is the display executive’s responsibility to place the banner in the relevant categories on the Google Display Network, track and manage the budget, and compile monthly reports. In smaller agencies, PPC executives will get involved with both paid search and display, however in larger or more specialist agencies display will be a separate function.

Client Service

The client service team act as a bridge between the other teams and the client. They are responsible for communicating with the clients, plus liaising with the other teams to manage tasks, deadlines and budgets. Client service executives are also tasked with completing reports after client meetings, com compiling the monthly reports and quarterly reviews, and compiling presentations. In smaller agencies, client service tasks may be incorporated into other roles, however larger agencies will have a separate client service team, which is a great place to work if you love working with people.


Larger agencies will usually have separate teams for each subset of digital marketing. However in a smaller agency, or an in-house role, you may be able to take on a more generalist role which covers various aspects of digital marketing. These roles will usually be called “Digital Marketing Executive”, or something similar. However it is important to check the job description, as the role will be different for each company, so it important to make sure you know exactly what is involved.

– Guest post by Spotlight Recruitment


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