This diversity in tasks means that digital marketers need to be well-rounded, equipped with a broad set of skills and knowledge. Recent research conducted by the Digital Marketing Institute (DMI), involving professionals from marketing, HR, learning and development, and sales, highlights that the most significant skill gap is in artificial intelligence (AI), reported by 54% of respondents. This is followed by search engine optimization (SEO) at 44%, and data analytics at 42%.

So, which skills should you focus on developing to stand out in the digital marketing field? Here are the top five to consider.

1. Video Marketing Skills

Capturing attention online is tough, which is why most businesses now rely on video content. With platforms like YouTube and TikTok becoming powerful search tools, and Google integrating video into its search results and Discover feed, video marketing is more important than ever.

Key skills include writing effective video scripts, creating engaging short-form content, and knowing which video formats work best—such as tutorials, product demos, and explainers. Understanding how to leverage video on different platforms is essential for boosting audience engagement.

2. SEO & SEM Skills

Search engines play a major role in driving online traffic. That’s why a solid grasp of SEO and SEM is crucial for digital marketers.

You don’t need to be a technical expert, but you should understand keyword research, content optimization, internal and external linking, and how these elements influence visibility and ranking in search results.

Search Engine Marketing (SEM) shares the same goal as SEO—driving traffic—but it uses paid ads to appear at the top of search results. For instance, searching “summer hat” may show paid ads before organic listings—that’s SEM at work.

Knowing how SEM and SEO complement each other helps you collaborate effectively with digital teams and contribute strategically.

3. Content Marketing Skills

Creating content is now easier with AI tools, which can help you research, generate ideas, and draft copy. However, human input remains essential—editing, fact-checking, and adding a personal tone ensure the content truly connects with your audience.

To succeed in digital marketing, you need a strong grasp of content—how it’s created, tailored for different platforms and audiences, and aligned with business goals.

For instance, to boost lead generation, content like ebooks or toolkits can be highly effective. In fact, 74% of businesses report content marketing helps drive more leads (Forbes Advisor).

Content is key to attracting, engaging, and converting customers, making it a vital skill for any digital marketer.

4. Data & Analytics Skills

Data is at the core of digital marketing. With insights available from various platforms, knowing how to gather, interpret, and apply analytics is crucial for improving campaigns and boosting performance.

Analyzing user behavior helps create data-driven strategies that increase conversions and optimize the customer journey. Tools like Google Analytics, social media insights, and CRM platforms (e.g., HubSpot, Salesforce, Marketo) are essential for understanding audience actions and making informed decisions.

In today’s digital world, using data creatively is key to attracting and keeping customers.

5. AI Skills

AI tools like ChatGPT and Gemini are transforming marketing by automating routine tasks, personalizing experiences, and improving efficiency. However, ethical and security concerns make it important to use them wisely.

Having hands-on knowledge of AI tools gives marketers an edge. In fact, 64% of employers are more likely to hire candidates with AI certifications. Whether for content creation, SEO, or analytics, AI skills are increasingly valuable—consider upskilling to stay ahead in the field.