From local shops with brick-and-mortar storefronts to global brands with a significant online presence, all types of businesses and organizations need to develop and implement effective digital content strategies that engage their target audiences. If you’ve considered pursuing a strategic communication master's degree, read on to explore the niche branch of digital content strategy, along with available career and degree options.
What Is Digital Content Strategy?
A digital content strategy is defined by Digital.gov as a plan created by an organization to create, deliver and manage digital content in order to raise brand awareness and generate interest in the organization's products and services. It is an essential element of any online marketing strategy, playing a prominent role in brand communication, audience engagement and marketing success.
7 Strategic Communications Jobs in Digital Content Strategy
Perhaps one of the most notable advantages of pursuing a master's in strategic communication is that it opens up a range of career possibilities in communications and marketing. So, what is strategic marketing communications as it relates to content, exactly, and what roles are available in this realm? Those who are particularly interested in digital content strategy will find there exists a variety of job opportunities across diverse industries — allowing them to align their advanced skill set in communications and marketing with their personal interests and passions. Below are just a handful:
1. Social Media Manager
Social media managers are digital content strategy professionals focused on developing content for social channels. A social media manager is responsible for managing brand profiles on the leading social media platforms, creating content calendars, producing content that engages audiences and analyzing performance metrics to guide future social content. Social media managers must have an advanced understanding of the ever-changing social media landscape as well as be able to identify which social platforms are best for the organization for which they work. The key skills required for this position include:
- Content creation
- Analytics
- Paid social advertising
- Communication management skills
2. Digital Marketing Strategist
A digital marketing strategist or specialist is defined by LinkedIn as a marketing professional responsible for creating, implementing and monitoring online marketing campaigns. They develop and execute digital marketing strategies — which include search engine optimization (SEO) strategies, pay-per-click advertising campaigns, email marketing campaigns and content strategies. Their goal is to develop a digital presence that attracts and engages the organization’s target market segments. Helpful skills include:
- Digital analytics
- Marketing automation
- Google Analytics
- Conversation optimization abilities
3. Content Marketing Manager
A content marketing manager is a digital marketing specialist responsible for creating a content marketing strategy for an organization. Content marketing managers focus specifically on developing a content strategy that will help drive sales. They are responsible for overseeing content creation for an organization and distributing that content across digital platforms. These professionals must ensure that all content is consistent and aligned with brand standards as well as created in a way that drives engagement. Examples of key competencies include:
- Search engine optimization (SEO)
- Content planning
- Collaboration
- Email marketing
- Storytelling
4. Brand Strategist
Brand strategists are digital marketing professionals who conduct market research in order to develop a strategy that enhances, validates and improves an organization's brand identity. A brand strategist will rely on a variety of traditional and digital marketing materials to positively influence the target audience's perception of the brand. They are responsible for developing brand messaging and elevating brand positioning while ensuring the brand's voice aligns with business goals and working to improve audience expectations. Types of tasks and knowledge required in this position include areas like:
- Consumer behavior analysis
- Brand identity development
- Competitive market research
5. Public Relations Specialist
A public relations (PR) specialist is a PR professional who actively works to maintain the public image of their client. According to the United States Bureau of Labor Statistics (BLS), public relations specialists often focus on creating relationships with members of the media to help secure positive coverage for their clients. They are responsible for managing a company's public image, creating crisis communication strategies, improving media relations and writing press releases. The skill set required includes:
- Writing proficiency
- Media outreach
- Crisis communication
- Influencer relations
6. Media Specialist
A media specialist is defined by Indeed as a marketing professional who leverages online channels to position a brand in a positive light and generate coverage. Media specialists develop media plans, manage online advertising campaigns and work to ensure content reaches the brand’s target audience. Useful skills in this position include:
- Media buying
- Audience segmentation
- Advertising strategy
7. Strategic Communications Consultant
A strategic communications consultant is an experienced strategic communication professional able to work directly with clients to offer guidance on how to build strategic communication strategies. According to LinkedIn, strategic communication consultants often have the freedom and flexibility to work on a wide range of projects, along with the ability to direct the course of their own careers. These consultants provide strategic guidance on communication strategies, develop crisis management plans and create brand strategies for organizations. Key competencies for this position include:
- Market research
- Marketing campaign planning
- Messaging strategy
How a Strategic Communications Master’s Prepares You for Digital Content Careers
If you are interested in pursuing any of the aforementioned digital content careers, have you considered earning a strategic communications degree? Specifically, a master’s in strategic communication allows you to develop a robust understanding of digital content strategy, covering:
- Research methodologies
- Strategic planning
- Content creation
- Brand management
- Analytics
Thanks to a curriculum that bridges theoretical foundations with practical applications, this graduate degree program can help you develop the skills necessary to pursue high-level job opportunities in digital content strategy.
Strategic Communication Curriculum Highlights
The strategic communications master's degree program through the University of Minnesota features a comprehensive curriculum focused on advanced marketing and communications theories as well as practical skill development. Take an in-depth look at its curriculum to help decide if this is the right degree program for you.
Strategic Communication Research and Evaluation
Throughout this graduate degree program, you have the opportunity to participate in research projects that allow you to improve your strategic communication research and evaluation skills. During this course in particular, you will focus on identifying consumer insights and social trends that influence communication strategies. In addition, it emphasizes the validity and reliability of research techniques, covering both qualitative and quantitative methods. Throughout the course, you will learn how to assess and apply research findings to develop digital content strategies.
Digital Planning, Strategy and Analytics
The Digital Planning, Strategy and Analytics course centers on the development of digital strategies, including content planning and analytics. Throughout this course, you will complete assignments that help you learn how to create comprehensive digital plans as well as leverage analytics tools to measure and optimize content performance across numerous platforms. This skills-based class allows you to develop advanced digital skills needed for careers in digital content strategy.
Writing and Planning for Converged Media
Writing and Planning for Converged Media is a niche course enabling students to enhance and improve their skills in crafting messages that are tailored for multiple media platforms. Through hands-on projects and challenging coursework, you can learn how to integrate content across traditional and digital media, ultimately ensuring consistency and effectiveness in communication efforts. By providing a strong foundation in the writing skills required for the leading digital communication channels, this course equips you with the skills needed for a variety of strategic communications jobs.
Brand Management
Brand Management is a critical course within the strategic communication master's degree program because it explores brand-building strategies for creating and maintaining a brand identity for any organization. Throughout the coursework, you will discover the importance of developing brand value and improving stakeholder engagement. In addition, you learn how to create and manage brand identities that resonate in the digital space, so you can apply your newfound skills in a number of professional settings after graduation.
Capstone Project
Pulling together all the knowledge, techniques and skills learned within the strategic communications master's degree program, the capstone project serves as an opportunity to design and execute a strategic communication campaign or case study. This project is your chance to demonstrate mastery of the curriculum by applying research, planning, execution and evaluation skills to real-world scenarios. At the end of the project, you walk away with a finished piece you can use as an example of your expertise when applying for digital content strategy jobs down the road.
Interested in Marketing and Strategic Communications? Sign Up for a Virtual Visit to Learn More
Looking to explore more about what strategic marketing communications is? At the University of Minnesota’s Hubbard School, our Professional Master of Arts in Strategic Communication is a graduate degree program designed to help you develop the skills necessary to take an analytical approach to communication and marketing. Plus, you’ll enjoy greater confidence in pursuing various careers in strategic communications.
If you would like to learn more about our graduate strategic communication degree, now is the best time to schedule your virtual visit. Our academic advisors can provide you with detailed information about our program and the experience you can take advantage of at UMN. Request more information today about our strategic communications master's degree.
