Moz

How To Structure A Modern Marketing Department

Marketing

• Strategy (Group)

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• Functions

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• KPIs

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• Audience research

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• Channel research

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• Messaging and positioning

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• Strategic planning

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• Creative (Group)

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• Functions

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

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

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• Communications (Group)

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• Functions

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• Public relations

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• Media relations

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• Publicity

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• Government relations

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• Community relations

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• Analyst relations

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• Influencer relations

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• Speaking pitches

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• Ad campaigns

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• Audit (Group)

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• Functions

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• Website analytics

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• Lead evaluation

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• Media hits and readership

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• Sales following ad campaigns

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• Conversions and ROI

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• Follower growth

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

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