Careers in Marketing Communications

With the advent of digital media, companies had to change their advertising strategies, and the field of marketing communications was born. This career field covers a wide variety of occupations, some of which we will examine in this article.

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Career Options in Marketing Communications

Marketing communications, or MarCom as it is called, is the new face of advertising -- the promotion of products and the building of brand awareness and loyalty. While it still incorporates traditional communication methods like print ads and billboards, more focus is now placed on digital methods such as social media, blogging/vlogging, emails, and websites. In this article, we are going to take a look at some of the careers that are available in this growing field.

Job Title Median Annual Salary (2018)* Job Growth (2016-2026)**
Social Media Strategist $51,090 9% (for public relations specialists)
Web Content Manager $55,409 10% (for marketing managers)
Public Relations Specialist $58,020 (2016)** 9%
Graphic Designer $48,700 (2016)** 4%
Content Marketer $41,044 23% (for market research analysts and marketing specialists)

Sources: *Payscale, **U.S. Bureau of Labor Statistics (BLS)

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Information for Careers in Marketing Communications

Social Media Strategist

Social media strategists are responsible for managing the marketing efforts of companies via the various social media platforms. Responsibilities can include determining which platform will most effectively disseminate the marketing message and best reach the target market, as well as actually creating and managing the content, ensuring that it is updated as trends change. As social media strategists may be working with several different media sites, including Facebook and Twitter, as well as creating content for blogs, organizational and multi-tasking skills, as well as creative thinking skills, would be useful. This position typically requires a bachelor's degree in communications, public relations or a related field.

Web Content Manager

As so much of marketing communications today takes place on digital platforms, this field also has the need for those with the computer skills and knowledge needed to control and maintain a website's information and content. Web content managers typically supervise the employees who actually create and produce a website's content, so along with management skills they should have knowledge of and experience with a variety of web development tools, animation software, and programming languages. A bachelor's degree is required, typically in a computer-related field.

Public Relations Specialist

Not all marketing communications involves the promotion of products; sometimes it is a company itself that needs to promote a specific image and this is what public relations specialists do. Public relations specialists help their clients communicate information to the public, predominately through the use of press releases, although they are also responsible for arranging interviews for their clients and even helping with draft speeches. Public relations specialists should have excellent written and verbal communication skills and be able to work well with a variety of people, including their clients and the media. A bachelor's degree is required and majors such as public relations, journalism, marketing and business are all relevant.

Graphic Designer

Marketing efforts will not be successful if they do not grab the viewer's attention, and that is where graphic designers come in. Graphic designers use their artistic ability, combined with their knowledge of design software, to incorporate a variety of text, images, and other illustrations into the marketing content found in both traditional and digital forms of advertising, including the actual packaging of a product. Graphic designers are responsible for the overall image created, and thus work closely with the writers of the material, helping design the layout and ensuring that all visuals work together. A bachelor's degree in graphic design or another related field, such as art, is required.

Content Marketer

A content marketer's main focus is on a company or brand's website, as opposed to social media platforms, with the emphasis being to build consumer awareness of the company and product through information presented on the actual website as opposed to marketing via social media. Content marketers, therefore, are responsible for writing and publishing engaging content for a company's website that will educate and inform consumers on specific brands, with the ultimate goal being to persuade a consumer to want to use that company's products. Content marketers need to be creative and have excellent written communication skills. A bachelor's degree in marketing or business is required.

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