The digital revolution has had an unprecedented impact on businesses across the globe, and has heated market competition up as brands compete for online visibility. As a result, the technical and creative skills associated with digital communications and marketing are highly in demand – but what are the abilities needed to ensure that a brand’s content is creating opportunities for further conversation, not just being lost in the noise?

The key to great content creation is the ability to encourage engagement from stakeholders and clients – current or potential. Consequently, it must be engaging and tailored to a vast array of different, niche social platforms which means keeping up with the latest trends and developments. Social media platforms are evolving all the time and so constant research is a must.

One factor in creating memorable content is obviously to make sure it is shareable. Digital communicators and marketers consequently have to think like creative directors in advertising agencies and put themselves into the shoes of the people who will be doing the sharing – in other words the creation of personas. While so often digital marcomms is about effective segmentation and targeting, performa