What Does a Digital Sales Planner Do? Role, Skills & Career Path

It’s all about research, analysis and pursuing new opportunities in this increasingly in-demand role

Jenell Talley is a journalist and program analyst with a background spanning media, government, and editorial work. She holds a journalism degree from Howard University and a master's in human resources management from the University of Maryland.

3 min read • Originally published August 1, 2016 / Updated March 19, 2026

By Jenell Talley

Jenell Talley is a journalist and program analyst with a background spanning media, government, and editorial work. She holds a journalism degree from Howard University and a master's in human resources management from the University of Maryland.

3 min read • Originally published August 1, 2016 / Updated March 19, 2026

What is half analytical, half creative and all digital? A digital sales planner! If this sounds like something you want to do (we know it does), check out what an expert has to say about digital sales planner jobs—and then get ready to hit the job board and say hello to your new career.

What exactly does a digital sales planner do?

A digital sales planner manages all phases of the pre- and post-sale digital campaign process, including creating media plans, gathering campaign assets and optimizing campaigns.

Responsibilities include responding to requests for proposals and managing proposal development; recommending ad placements and content channels based on client’s campaign objectives; researching user data and audience metrics; analyzing market trends; and working with the sales team to manage and pursue new business opportunities.

Amanda McLernon, digital strategy director at Bauserman Group, an advertising agency, breaks down her job into three main parts: First, she meets with clients to determine their objectives and decides if a digital marketing campaign will work.

Then she works with media buyers to put together a plan that maximizes the client’s budget and meets campaign objectives. Finally, once the campaign goes live, she monitors and analyzes the digital placements to determine if the campaign is performing well and meets regularly with the client to ensure satisfaction.

Her day-to-day to-do list usually includes, among other things, going over Google Analytics data to show clients the impact of a campaign and meeting with media buyers to review click-through rates, landing pages and other campaign metrics.

Check out open digital sales planner positions and other marketing jobs on Mediabistro’s job board.

What skills are required?

Strong analytical skills, including the ability to dissect raw data, are a must. You should be able to draw conclusions from the data and provide recommendations.

“If you don’t understand how to analyze data, you’ll never be able to make strategic digital plans,” says McLernon. “Although the media buyer is making the placements, in most cases, it is still the digital sales planner’s job to ensure that the overall plan is effective.”

Digital marketing is constantly changing, so the ability to research something and learn about it quickly is essential. You have to be able to stay ahead of the curve in terms of trends, says McLernon.

You also need good communication skills to work with a broad range of clients as well as internal team members to ensure everyone understands the expectations. You should be able to clearly convey to your colleagues what the client wants and communicate to the client what your agency can deliver.

Who is a digital sales planner’s boss?

This varies according to company size and structure. A digital sales planner may report directly to the owner at a smaller organization and to a sales or marketing executive at a larger organization.

How can I get my foot in the door?

You need a firm grasp of the digital landscape, including what platforms work best for certain goals, says McLernon. You won’t stand out if you don’t really understand how the dots connect. (Well, you might, but probably for the wrong reasons.)

Strong computer skills, especially Microsoft Access and Excel, familiarity with customer relationship management software such as Salesforce and the ability to set and manage client expectations will also help you knock this job out the park.

How can I break into this field?

Get a degree in business, marketing or advertising and intern at an advertising agency or any company that manages digital media, says McLernon.

You can also find a company that will let you manage its advertising on social media. Reach out to a small company or a startup and make an offer it can’t refuse: pro bono work to benefit it, and you.

Topics:

Climb the Ladder, Skills & Expertise

Interview Tips

Salary Negotiation: How to Get the Pay You Deserve

Show your value, and don’t be afraid of silence at the other end of the line

By John Lombard

John Lombard is a content strategist and writer with over a decade of experience creating interactive and video content for brands like Apple, IBM, and Samsung. He previously worked at Mediabistro and now serves as a Client Strategist at Ceros.

3 min read • Originally published August 2, 2016 / Updated March 19, 2026

By John Lombard

John Lombard is a content strategist and writer with over a decade of experience creating interactive and video content for brands like Apple, IBM, and Samsung. He previously worked at Mediabistro and now serves as a Client Strategist at Ceros.

3 min read • Originally published August 2, 2016 / Updated March 19, 2026

You’re at the part in the interview process where it’s time to talk money.

While salary negotiations are never fun, they are important to know how to do well: You only talk money for a new job once, and when it’s set, there’s nothing much you can do until your next review period.

To find out how to land on a number that makes you happy, we looked to Quora to see what the business pros had to say.

1. Remember Your Value

“In terms of negotiation strategies, I would encourage you to think about what you want, but perhaps more importantly, why you think you deserve it.” —Andy Barton

Understanding your value and what you can bring to the company are huge points of leverage. The company is looking for a solid investment; make sure they understand how you’d help them see returns.

2. Stop Talking

“Ask—and then stop talking. While it may be stressful to wait for an answer after you’ve made your pitch for a higher salary, staying quiet and confident as you wait can be more effective than nervously chattering on or following up too soon.” —Pooja Parikh

One of the biggest mistakes inexperienced negotiators make is they don’t welcome the silence in the room—or in the email. If you conducted your salary research and presented your value, then the only thing to do is wait.

Don’t follow up on that email after no response for a day or two, and if you’re in the room or on the phone with the hiring manager, don’t jump in with a lower offer after a moment of silence. There’s an old saying: He who speaks first loses.

3. Remember the Four P’s

“Plan, prepare, persist and be patient. Otherwise you could be leaving money on the table…” —Chrissie Mayes

In order to get the most out of a salary negotiation, planning and preparation are key. Before you talk money, be familiar with the salaries in your field and your geographical location in order to bring the most objective information to the deal.

After an offer arises, persist with the negotiations until you’re satisfied (within reason). And, again, be patient! Don’t let any radio silence from hiring managers throw you off your game.

4. Wait For the Magic Words

“Never start negotiating salary until they say they want you, and then don’t be afraid to ask high! If they have gone through their procedure and want to hire you, they are not going to dump you on the spot for asking high. At worst, you can negotiate.” —Joshua Fox

Once they say they want you, the ball’s in your court. With any offer you throw out, HR is more than likely going to come back with a counter-offer. Give a number high enough to fall into your acceptable range after the counter: If $50K is the lowest you’ll take, ask for $55K.

5. Be Vital

“Make yourself indispensable. Like in Godfather, make the recruiter ‘an offer he/she can’t refuse.’” —Deepak Mehta

Chances are you have a strong—some might say indispensable—skillset; you just need to learn how to market it. If you do a good job expressing what makes you uniquely qualified to fill the role, you’ll have more leverage when the time comes to talk money.

One great way to become indispensable and up your value? Gain in-demand knowledge in skills like Web Analytics and Project Management Methodologies.

Topics:

Get Hired, Interview Tips

Journalism Advice

What Editors Really Want in a Personal Essay

Include these essentials in your first-person story

By Brittany Taylor

Brittany Taylor is an enterprise marketing manager and content strategist with over a decade of experience in B2B content marketing, brand building, and ghostwriting, with bylines in SELF, Teen Vogue, and Mediabistro. She currently leads content and branding across multiple brands at HireQuest Inc.

4 min read • Originally published August 3, 2016 / Updated March 19, 2026

By Brittany Taylor

Brittany Taylor is an enterprise marketing manager and content strategist with over a decade of experience in B2B content marketing, brand building, and ghostwriting, with bylines in SELF, Teen Vogue, and Mediabistro. She currently leads content and branding across multiple brands at HireQuest Inc.

4 min read • Originally published August 3, 2016 / Updated March 19, 2026

You’ve got a great story. But is it personal essay material, the kind editors might actually pay you money to publish? Editors from top outlets weigh in on what it takes to get your essay out of their inbox and into print. Here are the essential elements:

Moving plot

A static story is a boring story, and that’s the opposite of what editors want to see in your pitch or your final draft. “An essay has to have movement in it,” Owen Thomas, editor of The Christian Science Monitor’s The Home Forum, says. “It has to go somewhere; there has to be a journey of some kind. It cannot be mere nostalgia or mere description.”

If you’re stuck on the plot, try asking yourself what kind of personal change your experience effected for you, advises Jennifer Bleyer, who selects pieces for Psychology Today‘s Two-Minute Memoir section. She wants to see a well-structured transformation, complete with a beginning, a middle and an end.

Diverse POV

Our editors are unanimous in this. They want something they haven’t seen before, but also something that gels with the work they’ve already published.

“Most of the submissions I get seem to be from women,” says Bleyer, who seeks out writers with a different point of view—people of color, non-Americans, LGBT writers, elderly writers and men.

The ideal story, though, is something you can’t put a finger on but that comes from a writer’s unique perspective. “I’m always looking for the piece that surprises me, the one I didn’t know to ask for,” says Thomas who is particularly interested in hearing from young adults and writers from different racial backgrounds.

Fresh take on a trend

In your personal essay, a goal should be to present a new take on what everyone’s already talking about.

“I am always excited to publish essays that show an unexplored aspect of a topic that’s been discussed a lot,” says Narratively features editor Lilly O’Donnell, who points to a recent piece by a writer who had worked as a stripper and a topless housecleaner and enjoyed herself while doing it.

“It totally turned the idea of sex-worker-as-victim on its head,” says O’Donnell. “It was a fun, lighthearted read, and added some new depth to the conversation.”

Universal appeal

When you’re developing a personal essay idea, everyday occurrences can be a great place to start. Why? Because everyone knows what it feels like to ride in awkward silence in an elevator or to get trapped in conversation with a cashier when all you want to do is grab your bag of Krispy Kreme donuts and book it.

Stories told and points made through universal experiences are engaging, relevant and memorable—everything editors want your piece to be. “Any situation that’s explored with empathy, intelligence, humor and humility can make for a great essay, no matter how small the moment,” says Daniel Jones, editor of The New York Times’ Modern Love column.

Jones points to a story called “Finding Forgiveness in a Ziploc,” by Jane Hamilton. “She mined a moment at a TSA checkpoint, where her husband’s fussing was irritating her, into an essay for Modern Love that explored everything that is awful and wonderful about marriage,” For Jones, that was an easy one to greenlight.

Broader views on the mundane

Any common experience can be an exciting and pivotal moment in a personal essay if the writer does the work of tying it into the bigger picture. “Go ahead and write a detailed scene about mowing your lawn,” says O’Donnell, “if you were mowing your lawn when you realized your marriage was falling apart.”

Editors can easily name topics they’ve seen a zillion times… and aren’t keen to see again unless you’re bringing something new and different to the table. How awful your job was? How awesome your first dog was? It’s been done.

“There are certain experiences that are at once extremely difficult, and even traumatic, and very, very common,” Bleyer says, referring to such life-changing and painful events as a parent’s death or a partner’s infidelity. “It really takes a lot to make an essay about any of these subjects stand out.”

Sum and substance

While your essay might be meaningful to you, you have to step into the shoes of the average reader and consider what will make him care about your thousand-word story. “The key question to ask about every idea you have,” says O’Donnell, is ‘So what?’”

“The average reader doesn’t care about you or whatever crazy thing that happened to you,” says O’Donnell. Rather, readers want that crazy thing that happened to you to “illuminate something about their own life.”

Finding the point of a piece—particularly a deeply personal one—is a high-wire act in humanity. “We published a beautiful piece recently by a woman whose husband died, discussing the secret language of inside jokes and references that died with him,” O’Donnell says. “The writer made the piece not just about her and her husband, but about this bigger idea of the language shared by two people who are close, and how that’s just one more thing to miss when a loved one dies.”

With these elements in mind, you’ll be better prepared to pitch your personal essay—and see it shared with a mass audience.

Brittany Taylor is a freelance writer. Find her on the Web at brittanymtaylor.com.

Topics:

Go Freelance, Journalism Advice

Job Search

Job Search Olympics Quiz: Are Your Skills Medal-Worthy?

Just in time for the Rio Olympics, see how your job-seeking skills perform

By John Lombard

John Lombard is a content strategist and writer with over a decade of experience creating interactive and video content for brands like Apple, IBM, and Samsung. He previously worked at Mediabistro and now serves as a Client Strategist at Ceros.

1 min read • Originally published August 9, 2016 / Updated March 19, 2026

By John Lombard

John Lombard is a content strategist and writer with over a decade of experience creating interactive and video content for brands like Apple, IBM, and Samsung. He previously worked at Mediabistro and now serves as a Client Strategist at Ceros.

1 min read • Originally published August 9, 2016 / Updated March 19, 2026

The 2016 Rio Olympics are here. And since a job search sometimes feels like it could be an Olympic sport in itself, now’s the time to see if your job seeking skills are medal-worthy.

Looking for a job takes the all-around mastery of a decathlete, the endurance of a marathoner, the follow-through of a tennis star, the agility of a gymnast and the ability to keep going, even when the competition seems too tough.

And while there’s no official medal ceremony, winning at the job search means getting the best prize of all: a new gig that’s just the one for you.

So let the games begin: Take our quiz below and see what you’ll take home. Will you land the gold? The silver? The bronze?

There’s only one way to find out: Ready, set, go!

Topics:

Get Hired, Job Search

Job Search

ICYMI: Career and Job Search Advice You Need to Read

These are the articles you need to read this weekend

By Katie Hottinger

@katiehottinger

Katie Hottinger is a content strategist and UX designer with over 15 years of editorial experience across brands including JPMorgan Chase, Google, Condé Nast Traveler, and Mediabistro. She specializes in digital content strategy and multi-platform editorial execution.

3 min read • Originally published August 11, 2016 / Updated March 19, 2026

By Katie Hottinger

@katiehottinger

Katie Hottinger is a content strategist and UX designer with over 15 years of editorial experience across brands including JPMorgan Chase, Google, Condé Nast Traveler, and Mediabistro. She specializes in digital content strategy and multi-platform editorial execution.

3 min read • Originally published August 11, 2016 / Updated March 19, 2026

We know your weekends are for rest and relaxation, but your time off is also the best time to set your career goals back on track.

Take some time this weekend to read the career content you may have missed during your busy work week so you can stay on top of all you want to accomplish for yourself and your job this year.

15 Go-To Ways to Describe Yourself in a Job Interview: Because you know your next interview will involve the question How would you describe yourself? here is a handful of reliable ways to do it.

What Does a Digital Sales Planner Do?: Bone up on your research and analysis skills, and your ability to spot promising opportunities, to score this in-demand role.

Get the Salary You Deserve With These Smart Tips: So you’ve gotten the job offer, and now it’s all about money. Land on a number that makes you happy with this expert advice.

What Editors Want in Your Personal Essay: Think you can get your first-person piece published? Here’s what editors want to see in your pitch.

Managing Editor Jobs to Apply to Right Now: With these brand-new managing editor jobs available on our job board, the time is right to make your move into a new ME job.

10 Digital Skills Every Media Pro Needs to Master: Whether you’re looking for a new job or looking to up your game in your current gig, you’ll want to hone up on the top digital skills of the moment.

How I Turned an Internship Into My First Full-Time Editorial Gig: Adweek web editor Aneya Fernando gives tips on proving your value during internships to climb the ladder of your career.

Attract Better Candidates By Making the Job Listing All About Them: Want to get those qualified candidates flooding you with applications? Here’s how to do it: by telling prospective employees what’s in it for them.

Watch Out for These Too-Easy Interview Mistakes: Look out for these faux-pas that can scuttle your chances of getting an offer.

Are You a Gold-Medal Job Seeker?: To mark the Rio games, here’s your chance to test your job-search mettle.

Public Relations Jobs to Apply to Right Now: Hey, PR pros: Now’s the time to move up to the next level of your career with one of these public relations job openings, available right now on our job board.

7 Social Media Skills Every Media Pro Needs to Master: Whether you’re a social media professional, a job-seeker searching for a social media job or a media professional looking to leverage social, here’s what you need to know to get ahead.

Study the Job Listing to Get—and Ace—the Interview: Here’s how to scan the job description for details to help you personalize your resume, write an on-point cover letter and kill it in the interview.

Topics:

Get Hired, Job Search

Interview Tips

How to Decode Job Listings and Get Hired Faster

The job listing is a big clue to how you should be selling yourself in your interview. Here’s how to decode it

By Valerie Berrios

@valerieberrios

Valerie Berrios is a published author and senior content manager with nearly two decades of experience in digital publishing, including roles at Audible, Disney Streaming, Everyday Health, and Mediabistro. She specializes in content strategy, editorial operations, and international content launches.

5 min read • Originally published August 11, 2016 / Updated March 19, 2026

By Valerie Berrios

@valerieberrios

Valerie Berrios is a published author and senior content manager with nearly two decades of experience in digital publishing, including roles at Audible, Disney Streaming, Everyday Health, and Mediabistro. She specializes in content strategy, editorial operations, and international content launches.

5 min read • Originally published August 11, 2016 / Updated March 19, 2026

If you’re in full job search mode, you may be freaking out about how to present yourself to an employer in a cover letter or email query, let alone the interview. But the biggest clue about what a hiring manager wants is right in front of you: The job listing.

That’s right. The job description is filled with details that can help you personalize your resume, craft a killer cover letter and slay the interview. Here’s what to look for:

Job Title

The job title itself is often enough to inspire ways to make your resume stand out. For example, if you’re seeking a role as a video producer, what better way to showcase those video skills than by developing a video resume or cover letter. The key is to make the video more than a simple recitation of your skills. Can you say boring?

According to Lisa Copeland, a workplace expert at The Culture Works specializing in culture, engagement, leadership and teamwork, a simple one-minute video explaining your excitement to be considered to work for the company, is sure to make a positive impression.

“In video form, it’s much easier to talk about why you are the perfect candidate and why you want to join the team,” says Copeland.

Responsibilities

The responsibilities section is usually a bulleted itemization of what your day-to-day will look like. So here’s your chance to show the employer you’ve mastered similar duties.

“Consider how you can show on your resume that you will be able to take on the tasks and responsibilities that are being described,” says James Reed, author of 101 Job Interview Questions You’ll Never Fear Again and chairman of Reed, a UK-based recruitment service. “Pull out adjectives and phrases you can echo in the skills section of your resume—avoid copying them verbatim, though, as this can be too obvious.”

It’s also important to use your cover letter or interview to tell a story about an instance where you did such-and-such.

If one of the job responsibilities is to “collaborate with sales, planning and marketing leaders on events,” describe a time when you did exactly that successfully.

Copeland gives this example: “Our client’s big event was the next day, and our PR lead was on vacation, our social media manager was out sick, and the boss was handling multiple other projects. I gathered the other members of our team and helped delegate the responsibilities with the little staff we had. In the end, we pulled off a very successful event.”

Qualifications

These are the skills your employer requires you to have to feel confident you can get the job done without a whole lot of on-the-job training.

If you’ve passed the on-paper portion of the hiring process, and are getting ready for the interview, know that “interviewers are looking for a specific skillset,” says Copeland. “Wasting someone’s time if you’re not a fit is the first kiss of death.”

“Be specific as to how you are qualified for that job and what you will bring to the table,” stresses Copeland.

“If you’re lacking relevant experience, push the discussion toward whether or not you can do that job by highlighting transferable skills,” suggests Reed.

Bruce Serbin, founder and CEO of Serbin Media, Inc., who worked in TV news for six years before making a career move to public relations, says, “In every cover letter I wrote [for a PR job] and in every job interview I had, I stressed how working in television news made me a better candidate.”

“I made it clear that I could write and pitch a compelling story that got approved by the newsroom gatekeeper, because I was the gatekeeper. Being able to showcase my former experience and how it could be an asset in the current position definitely made a difference and made me look more favorable in the eyes of the employer,” he explains.

That said, you’ll have to own up to specific knowledge gaps. Let’s say you’re applying for a position that requires strong graphic design skills, but you have limited knowledge in that field.

“Focus on what you know best and make it clear you are a quick learner, but never exaggerate or make things up,” cautions Copeland.

Finally, Reed suggests reviewing the job description again on the day you’re meeting with a hiring manager as part of your interview preparation.

“About Us” Section

Usually appearing at the end of a job posting, the “About Us” section is similar to a company’s About page, containing a couple of lines on the company history, honors and mission. But with a closer look, you can glean more than that.

For example, you can get a hint at a flexible, laidback office culture if you read, “We offer our employees the option of telecommuting” or “We have happy hours in our employee lounge every Friday.”

This is important because “many companies now have a defined culture and are looking for good cultural fits,” explains Copeland. So they are looking for candidates that get what’s important to them, and you can easily allude to these points in your resume or cover letter.

Say the company mentions its philanthropic affiliations, and you have personal experience with the nonprofit the company supports because you were a longtime volunteer for the local chapter. You can say in your cover, “I know that your agency frequently partners with Dress for Success, and I’ve seen first-hand how that organization can help develop leaders in low-income communities.”

In addition, “when working on the cover letter, look for similar affinities, possibly clients in common,” adds Copeland. Work them into your application to let the recruiter or hiring manager know you didn’t gloss over the job description.

Topics:

Get Hired, Interview Tips

Networking

How Twitter Can Make or Break Your Career

Use your head, think before you post, focus on your passion, always be learning and more great advice from Twitter pros

By Hal Conick

5 min read • Originally published August 15, 2016 / Updated March 19, 2026

By Hal Conick

5 min read • Originally published August 15, 2016 / Updated March 19, 2026

6 Moves That Can Make (or Break) Your Career on Twitter was originally published by American Marketing Association.

To help wade through the world of Twitter and avoid having a tweet-gone-wrong forever saved in the Library of Congress, three social media professionals weigh in with some tips on what career marketers should do and should avoid on the decade-old, yet always evolving, social media platform.

Things to Avoid

1. Posting Without Thinking

Kathi Kruse, social media and digital marketing specialist and owner of Kruse Control, says that she’s a big advocate of “thinking before you hit send.” Right now, there’s a large number of people posting inappropriate images, videos, thoughts and musings on Twitter. This can be gravely damaging to a career, she says.

“I’m not saying people shouldn’t have their personal opinions about things politically or otherwise, but what you say and do online speaks for you,” she says. “A lot of people kind of don’t realize that because it’s just the click of a button. But the reality is, you can see it for the rest of your life practically. It really only takes one time.”

With Twitter, it just takes one Google search to go from a candidate for a new job to the rejection pile. “Tread lightly,” Kruse warns.

2. Talking Only About One Person: You

Think of Twitter like a cocktail party: Does anyone stand in the corner and maintain a conversation with the person who speaks only of themselves?

Janet Fouts, a social media strategist and CEO of Tatu Digital Media, says that this is one of the biggest mistakes that professionals can make online.

“They think they’re the hottest thing in the world and [the] smartest and no one else has any intelligence,” she says.

It’s not just joining in on conversations. That’s important, Fouts says, but even more important is sharing something another person posts, which adds value to your own network.

“Respecting the intelligence of other people and sharing their information aligns them with the people they respect,” Fouts says. “When they do that, they can really raise their status by associating with people who are super smart and sharing more info.”

3. Speaking As an Authority If You Aren’t an Authority

Don’t be a know-it-all, says Lissa Duty, social media coach and co-founder of Rocks Digital. If a marketing professional expresses themselves as an authority on Twitter when they aren’t, Duty said it will be obvious (and annoying) to followers.

“That’s one of the biggest fails they have,” she says. “They’ll try to because they feel intimidated about how long they’ve been in the industry, … pretend they know everything.”

Wanting to be an influencer is a great goal to have. Forcing yourself into that role? It won’t work, Duty says. Everyone who has experience in your industry will know when you’re faking. Be open to learning new information instead of trying to constantly bestow it.

Things to Do

1. Focus on Your Passion

It may be cliché, but Kruse says that posting what you’re passionate about is a great way for a young professional to establish themselves as a thought leader.

“Let that be your guide for how you want to be seen and establish yourself as an expert or a thought leader,” she says. “Volunteer to write content around it, certainly, but also volunteer to speak at certain places or contribute to blogs of companies that you admire. Do this proactive kind of thought leadership so that when [potential employers or partners] look back on a body of work they say ‘Oh, they are a thought leader.’”

A lot of smart companies will try to poach these Twitter thought leaders, Kruse said. Why? Because it makes the company look like a smart thought leader, by proxy.

2. Strive to Learn

There are a lot of important people on Twitter, and the smartest professionals learn from them, Fouts says.

Marketing professionals should think of Twitter as a place of professional development where they can learn from the leaders in the field. By reading and sharing these insights, marketing professionals can also help others learn, thereby helping their own brand.

3. Reach Out Within Your Range

While making friends in high places is great, Duty suggests focusing on connections with influencers who are attainable and within reach for mentorship. For example, that person with 500,000 followers may not readily respond to questions and conversation, but the person with 50,000 may. This can have immense value.

“That mentorship may not be where they’re directly saying ‘Hey, I’m your mentor,’ but someone they can look to, ask questions of, follow and look to that is an attainable goal,” she says. “Someday, they can develop the relationship and they too will be an influencer. And that’s how they grow and reach on twitter and other larger platforms.”

In fact, this is how Duty increased her influence and reach on Twitter. Her @LissaDuty account has 31.2 thousand followers, but it didn’t happen overnight. She identified three influencers who had reach beyond her own and worked toward developing a rapport with them. When their influencer status grew, Duty’s did too.

Key Takeaways

Twitter is 10 years old and has more potential to mess up your career than ever. How can marketing professionals avoid this?

Posting the wrong thing may not seem like a bad idea at the moment, but it could be career poison down the line if seen the wrong way by a company executive or HR representative.

Avoid not thinking before sending a tweet, but also be proactive in reaching out to possible mentors within your reach. Be calculated but spontaneous. Twitter is about finding the mix that works well for you.

Consider honing your Twitter skills with a Mediabistro online course on social media.

Hal Conick is a staff writer for the AMA’s magazines and e-newsletters.

The American Marketing Association is the pre-eminent force in marketing for best and next practices, thought leadership and valued relationships, across the entire discipline of marketing. Its online publications include posts on industry trends, career advice and more.

Topics:

Climb the Ladder, Networking

Skills & Expertise

What Does a Content Specialist Do? Role, Skills, and Salary

It takes writing, editing and storytelling skills—and an ability to embrace change—to get ahead in this emerging role

By Kathleen Garvin

3 min read • Originally published August 15, 2016 / Updated March 19, 2026

By Kathleen Garvin

3 min read • Originally published August 15, 2016 / Updated March 19, 2026

If you work with online content—and in this field today, who doesn’t?—and you’re looking for a job, you’ve probably encountered job board listings for the content specialists.

The title can include duties found across a lot of different jobs, from social media editor to content marketing manager.

Let’s break it down further.

What does a content specialist do?

Maybe a better question would be, what doesn’t a content specialist do?

Ryan Robinson is a content marketing lead at CreativeLive. He runs the editorial calendar for all business content on his company’s blog and leads a number of other tasks.

“My primary objectives are to drive targeted traffic, grow our email lists and generate revenue for our online classes,” says Robinson. “I manage a team of content writers, edit our long-form blog posts and strategically distribute each piece of content after it’s published.”

Alexis Grant, executive editor of The Penny Hoarder, echoes a similar all-encompassing to-do list.

“A content specialist needs to develop a long-term and day-to-day content strategy,” she says. “He needs to figure out how to tell a story about whatever brand he’s working on, ways to get eyeballs on what he creates and—the biggest job—how to create content the audience actually wants to read.”

Depending on who you ask, responsibilities could also include social media and paid search.

Check out open content specialist positions and other marketing jobs on Mediabistro’s job board.

What kind of background does a content specialist tend to have?

Degrees in journalism, English, public relations and communication are popular pathways to entry. But your skillset is also important.

This includes activities outside your 9 to 5, like the local restaurant review blog you built or the beauty tutorial vlog you run on YouTube.

What skills do you need?

Storytelling and creativity are a must; HTML, WordPress and SEO knowledge is significant; and editing chops are a plus.

“Writing and blogging skills, and experience growing your own personal brand are all valuable,” says Grant.

Who would be my boss?

This varies as well. Your boss could be anyone from a marketing manager to the Director of Content Marketing to the CEO herself.

“I’m really lucky to be my own boss,” says Brianne Burrowes, the founder and CEO of I Want Her Job. “But even though I dictate my hours, ultimately, our readers are the boss of me! If I’m not providing the stories and content they want to see, then it doesn’t matter.”

Are there other, similar titles?

Content marketer, blog editor, SEO copywriter and social media manager, to name a few, are titles that share some of the duties of a content specialist.

What does it take to ace the job?

Primo writing, editing and storytelling skills are at the top of the list. And don’t count out soft skills.

We asked Paul Berry, former CTO at The Huffington Post and Founder/CEO of RebelMouse, what he looks for when hiring.

“We look for people who love change in the world,” says Berry. “If you love change and are quick to fall in love with ‘the new,’ then … every day is amazing and exciting and full of opportunities.”

So, add “adaptability” to the list, and keep an eye on trends and emerging best practices.

Topics:

Climb the Ladder, Skills & Expertise

Journalism Advice

Secrets to Writing Pitches That Actually Get Published

Follow these guidelines to get more assignments, and more published clips, fast

By John Lombard

John Lombard is a content strategist and writer with over a decade of experience creating interactive and video content for brands like Apple, IBM, and Samsung. He previously worked at Mediabistro and now serves as a Client Strategist at Ceros.

3 min read • Originally published August 17, 2016 / Updated March 19, 2026

By John Lombard

John Lombard is a content strategist and writer with over a decade of experience creating interactive and video content for brands like Apple, IBM, and Samsung. He previously worked at Mediabistro and now serves as a Client Strategist at Ceros.

3 min read • Originally published August 17, 2016 / Updated March 19, 2026

We studied several successful pitches to discover common themes that helped writers land the gig. Check ’em out.

1. State How Your Piece Fits the Needs of the Publication

Just like any situation where you’re selling something, you want to provide a solution to a problem or a need.

Not only should your idea be original enough to catch an editor’s eye, but it should also address a need in the magazine—a need you can deduce by carefully studying the types of stories it’s published before.

2. Explain Where Your Piece Could Live

You need to be able to clearly communicate how the piece you’re pitching will seamlessly fit into the publication—and if possible, which section.

“Tell me where you see your article running in the magazine,” said Abigail Tuller, former editor at large at Pregnancy. Not only does this help the editor imagine how the story will live in the publication, but it also proves you’ve done your homework.

3. Tell Why This Is an Ideal Time for the Piece

Having a solid understanding of the magazine’s lead time as well as their editorial calendar will help you know when to best pitch your stories, and how to best angle them for that particular time.

4. Share Your Passion for the Topic

Showing you have a passion for the piece you’re pitching is essential as editors aren’t interested in a writer looking to make a quick buck, they’re looking for that next great piece to color their publication.

“I like writers who are obsessed,” said Ed Park, former editor of The Believer. “They’re going to bring a certain energy to the piece that the reader will pick up on.”

5. Communicate Your Strong Understanding of the Publication

When you let the editor know you’re a reader of the publication, it’s that much easier for them to trust that you’ll hit on the voice and the goals of the magazine.

“For a writer to understand the publication he or she is pitching to builds confidence in the editor,” said former Salon editor Andrew Leonard.

6. Note That You Have Access to the Source

If you’re pitching a profile piece, it’s best to make the editor aware you have access to the source—this lets them know you have all the pieces in place to execute the story.

7. Show You’ve Already Done Extensive Research

Making it clear you have the research for your piece is another great way to let the editor know you’re that much closer to going from pitch to full story.

Jessica Daynor Pucci, the former managing editor of Draft magazine, said, “I love when writers do the legwork before pitching, as a pitch doesn’t do me much good if I’m not familiar with the story you’d like to tell.”

8. Got a Mutual Connection? Let the Editor Know

If there’s a known connection between you and the editor you’re pitching to, it’s super important to make the editor aware of this early on in your letter. And to take this one step further, ask your mutual connection to reach out and recommend you.

As Kendra Lee, former executive of Heart & Soul, said: “Writers I don’t know will probably not receive a response for six to eight weeks. In those cases, a recommendation from another editor is a strong motivator, as are strong clips and a good pitch letter.”

9. Grab the Editor in the Opening Line

While it makes sense to open a pitch by mentioning a mutual contact, if you’re pitching blind, take advantage of the compelling nature of your pitch and reel them in with the story.

10. Show That You’ve Written for a Peer Publication

If you have published clips from a similar publication, make sure to include those in your pitch.

“Writing for a peer publication is the single most important qualification I’m looking for,” said Tom Standage, deputy editor of The Economist.

Topics:

Go Freelance, Journalism Advice

Interview Tips

What HR Isn’t Telling You About the Hiring Process

Take a peek inside the mind of your recruiter or hiring manager—before your interview

By Valerie Berrios

@valerieberrios

Valerie Berrios is a published author and senior content manager with nearly two decades of experience in digital publishing, including roles at Audible, Disney Streaming, Everyday Health, and Mediabistro. She specializes in content strategy, editorial operations, and international content launches.

5 min read • Originally published August 18, 2016 / Updated March 19, 2026

By Valerie Berrios

@valerieberrios

Valerie Berrios is a published author and senior content manager with nearly two decades of experience in digital publishing, including roles at Audible, Disney Streaming, Everyday Health, and Mediabistro. She specializes in content strategy, editorial operations, and international content launches.

5 min read • Originally published August 18, 2016 / Updated March 19, 2026

Most hiring managers have inside knowledge they won’t share with you until you’re further along in the hiring process—if ever.

Getting a handle on what your interviewer’s thinking will significantly up your chances of arriving at the interview primed to meet each item on your hiring manager’s mental checklist.

Assume the following during your next interview, and find out what you can do to come out on top:

1. “If you arrive late, you may as well take yourself out of the running.”

Whether you’re five minutes or 20 minutes tardy, you’ve just wasted your interviewer’s time—and right there you’ve started off on the wrong foot.

“Life happens,” says Vicki Salemi, HR consultant and career expert for Monster. “In many instances, it’s better for candidates to postpone the interview than arrive late—or be punctual but not perform their best because they’re distracted by whatever else is going on in their life.”

Your move: Allow an extra 15 to 30 minutes of travel time in case of traffic. And if you foresee something that could affect you making it to the interview on time, reschedule.

2. “I’m going to talk to people you’ve been in contact with at the office.”

Don’t be that person who thinks she can get away with being dismissive of the “little people.” Often, it will bite you in the rear.

“Be aware that everyone you come in contact with can and will offer their input when asked,” says Salemi.

Your move: When you enter an office for an interview, treat everyone you encounter, from the security guard to the stranger riding with you in the elevator, with professionalism and courtesy.

3. “I’ll take your appearance into consideration.”

Recruiters and hiring managers also want to know that you will fit well into the company or brand’s image, especially if the job you want is in sales or deals with clients.

“If you’re not going to look your best during a job interview,” says Salemi, “that’s a sign you don’t take yourself or your career too seriously.”

Your move: Check out social channels to see how your future colleagues dress. If you’re applying to a boutique agency, a more creative ensemble might be preferred to a suit. But never go too casual.

4. “I’m looking for reasons to put you in the ‘no’ pile.”

Hiring managers may vet 10 to 20 candidates for a single role, so it’s a process of elimination to get their top two or three. When there’s a strong candidate pool, even minor mistakes could move you to the reject pile.

Your move: Be as prepared as possible for the interview and perfect your response to the ever-popular, “So tell me about yourself.” Give them plenty of reasons to say “yes.” And then give them a few more.

5. “I want to know how much—or little—you know about the company.”

Hiring managers want to see you have researched the company, its C-level employees, the industry, current trends and more. And they may not ask you how much you know, but wait for you to bring these topics up.

Your move: Get a sense of the company’s history and check out what press the company has had and what recent accolades it’s received. Casually insert your findings into your interview: “I read that your CEO, Joe Blow, has implemented a companywide training program. I think that’s fantastic; how’s it going?”

6. “When you’re relaxed, I’m relaxed.”

If you psych yourself out by thinking about how the interviewer has the upper hand, it can affect your demeanor, and be off-putting.

Your move: Focus on knowing your story, what you bring to the table and your knowledge of the company. Keep rehearsing until you’re able to address common interview questions like you’re discussing what you did over the weekend.

7. “If you keep interrupting me while I talk, I may resent it.”

Talking over someone—especially a hiring manager—is inconsiderate and makes the person feel you don’t think what he’s saying is important.

“If you continue to interrupt recruiters and hiring managers during the interview, they may think that’s how you’ll communicate on the job,” adds Salemi.

Your move: Be a good listener. Use verbal cues like nodding your head to indicate you have something to say on a point, but speak only after the manager has finished his statement.

8. “I will hold you up against your predecessor.”

If the last person in the role you’re seeking was a go-getter, the person hiring for the position is going to want someone who fits that mold. If the person was sloppy, the hiring manager is going to want someone who’s on point.

Your move: While your interviewer is discussing job responsibilities, or when you’re asked what questions you have, ask: “What are valuable qualities in this role?” And follow that up with a brief example of how you possess them in spades.

9. “There’s an internal candidate vying for this position.”

There’s often someone who has an edge on other candidates: someone on the inside who knows the company, knows the culture and likely knows the hiring manager. But this doesn’t mean the person’s a shoo-in; he still has to interview, just like you, and earn the spot.

Your move: Bring your usual confidence, eloquence and enthusiasm, and be prepared to impress your interviewer with what you bring to the table that an internal candidate does not: the fresh perspective and new skills that come with your outside experience.

10. “It’s OK to follow up after the interview—just don’t make it a daily habit.”

If a week passes and you’ve heard nothing from the hiring manager who interviewed you, she could just be backlogged.

Salemi recalls that at one employer she was typically working with close to 150 candidates at the same time. “It was extremely challenging to follow up with ones who interviewed recently and hadn’t heard back yet due to stalled hiring decisions,” says Salemi.

“I really didn’t want them calling me because I spent so much time conducting phone screens,” says Salemi. “Their calls nearly always went to voicemail and I’d have to call them back, leading to a game of phone tag that usually resulted in an email anyway.”

Your move: Check in once a week or every two weeks, not daily. Also note that most hiring managers prefer email over phone calls.

Topics:

Get Hired, Interview Tips

What exactly does a digital sales planner do?

What skills are required?

Who is a digital sales planner’s boss?

How can I get my foot in the door?

How can I break into this field?

1. Remember Your Value

2. Stop Talking

3. Remember the Four P’s

4. Wait For the Magic Words

5. Be Vital

Moving plot

Diverse POV

Fresh take on a trend

Universal appeal

Broader views on the mundane

Sum and substance

Job Title

Responsibilities

Qualifications

“About Us” Section

Things to Avoid

1. Posting Without Thinking

2. Talking Only About One Person: You

Things to Do

1. Focus on Your Passion

2. Strive to Learn

3. Reach Out Within Your Range

Key Takeaways

What does a content specialist do?

What kind of background does a content specialist tend to have?

What skills do you need?

Who would be my boss?

Are there other, similar titles?

What does it take to ace the job?

1. State How Your Piece Fits the Needs of the Publication

2. Explain Where Your Piece Could Live

3. Tell Why This Is an Ideal Time for the Piece

4. Share Your Passion for the Topic

5. Communicate Your Strong Understanding of the Publication

6. Note That You Have Access to the Source

7. Show You’ve Already Done Extensive Research

8. Got a Mutual Connection? Let the Editor Know

9. Grab the Editor in the Opening Line

10. Show That You’ve Written for a Peer Publication

2. “I’m going to talk to people you’ve been in contact with at the office.”

3. “I’ll take your appearance into consideration.”

4. “I’m looking for reasons to put you in the ‘no’ pile.”

5. “I want to know how much—or little—you know about the company.”

6. “When you’re relaxed, I’m relaxed.”

7. “If you keep interrupting me while I talk, I may resent it.”

8. “I will hold you up against your predecessor.”

9. “There’s an internal candidate vying for this position.”

10. “It’s OK to follow up after the interview—just don’t make it a daily habit.”

Ellen Werther