Moz

How To Structure A Modern Marketing Department

Marketing

• Strategy (Group)

• Functions

• KPIs

• Audience research

• Channel research

• Messaging and positioning

• Strategic planning

• Creative (Group)

• Functions

• Copy (selling): Ads, landing pages, brochures, and product descriptions

• Content (informing): Blog posts, e-books, podcasts, infographics, and webinars

• Communications (Group)

• Functions

• Public relations

• Media relations

• Publicity

• Government relations

• Community relations

• Analyst relations

• Influencer relations

• Speaking pitches

• Ad campaigns

• Audit (Group)

• Functions

• Website analytics

• Lead evaluation

• Media hits and readership

• Sales following ad campaigns

• Conversions and ROI

• Follower growth

• Each qroup will need to use both online and offline communications channels to perform its functions!