Who’s Who in Internet Marketing

Over the years, marketers themselves have split into a huge number of different specialties, and they are changing very quickly.

Six years ago, a content marketer seemed like an unknown and very strange little animal, and in five years, maybe an SEO specialist will seem like a throwback from the past. The profession is still being formed, the boundaries between specializations are blurred.

In-house marketer

If the vacancy simply says “internet marketer required” (and the employer is not a marketing agency, but a manufacturer), then it means just an in-house marketer.

The first task of an internal marketer is to draw up a promotion strategy. That is, to explain how the project will go from point A to point B, how much resources it will take: time, people and money. Well, then he must lead the implementation and be responsible for the result.

Very often, in order to save money, employers want an internal marketer to be a specialist “about everything”: he knows SEO, contextual advertising, and SMM. Be prepared for this. In any case, an internal marketer is not a job for a beginner.


A marketer of any specialization will need the skills of a strategist: an SEO specialist, an SMM specialist, an email marketer, and an editor. It’s just that the strategist makes a promotion plan for the entire project, and they only do it through their own channels.

If the strategist works in conjunction with an internal marketer, they simply bring together the needs of the client and the agency’s capabilities.

SEO Specialist

SEO-specialist brings the site in line with the requirements of search engines. As part of search promotion tasks, for example, it collects a semantic core – a list of queries for which users are looking for goods, services or information.

SEO specialists decide which pages should be on the site and which keywords should be used in the texts so that they get more search traffic.

SEO specialists are one of the most sought-after specialists in online marketing. The fact is that in the long run, SEO is a very cheap and effective marketing channel. No other source of traffic can yet be compared in terms of the number of audiences with search engines.

Contextual advertising specialist

Specialists are in demand along with SEO specialists, because paid search traffic is very effective. Contextual advertising helps the client receive applications literally on the day the advertising campaign is launched. With it, you can quickly test a niche, find out the demand for a new product or service.

A directologist also collects the semantic core, writes the ads themselves, monitors the budget of the advertising campaign, and analyzes its effectiveness.

Content Marketer

SEO brings content and search engines together, while content marketing makes the same content interesting for people.

In traditional media, the editor-in-chief performed similar functions: he decided what to write about, for which audience, what style to follow, and how to interest this audience. On the Internet, this position is also somewhere called the editor-in-chief, and somewhere – the content marketer.

The task of a content marketer is to come up not so much with a topic for each article, but with the general concept of the publication, its zest, and author’s style.

In a narrow sense, content marketers are only concerned with sites: blogs and pages from which people make purchases. And in a broad sense, they come up with all the content in general: texts, videos, posts, podcasts, newsletters, etc.

Another important area of ​​work for a content marketer is content promotion. It is not enough just to write a good text, you also need to make sure that it is read. So the ideal content marketer both understands targeting and knows how to negotiate with other media about publications.

And, of course, a content marketer works with authors. His tasks include ordinary human communication, conflict resolution, and the calculation of fees.


The editor is primarily responsible for the release of specific materials. Ensures that the text corresponds to the stated topic, is harmonious, logical and without errors; so that the article comes out on time, etc.

The most important skill is to find the germ of a good text in bad material and help the author develop it.

The editor can also distribute articles, search for and select new authors, analyze the effectiveness of content, collect semantics, and search engine optimization of the blog.


In general, the word “copywriter” means the author of advertising texts. But on the Internet, this is how the authors of any texts are called: advertising, informational articles, and posts for social networks.

A few years ago, the profession of a copywriter was valued low. No special syllable and skills of working with information were required, but only school knowledge of the Russian language and the ability to insert keywords. Since then, the situation has changed a lot: modern copywriters must understand the audience, make a useful and interesting product for them.

By the way, now copywriters often call themselves commercial writers or commercial authors.

In fact, there is no clear and well-defined difference between an editor, a content marketer, and a copywriter. Often their functions overlap, and representatives of these specialties replace each other.

UX specialist

UX (from user experience, user experience) is a direction at the intersection of marketing and design. User experience depends on texts, design, interface and many other things. Yuikser studies its behavior, makes a prototype of the site, and conducts testing.