Jennifer Sheppard

Tag: content-marketing

  • Podcast: Getting to know your visitors using analytics

    You know the feeling when you post something and wonder if anyone is actually engaging with it? I’ve been there! In this episode, I reveal how free analytics tools can end the guessing game and show you exactly what your audience wants.

    Getting to know your visitors using analyticsDownload

    Audio Transcript:

    Hey there, digital explorers!

    I’m Jennifer, and today we’re talking about something that honestly changed my entire approach to digital marketing: getting to know your visitors through analytics.

    If you’ve ever wondered who’s actually visiting your website and what they’re doing there – this episode is for you!

    Okay, confession time.

    When I first heard about “analytics,” I thought it was just fancy tech speak for counting likes.

    Boy, was I wrong!

    There are two worlds here that work beautifully together.

    Web analytics – like Google Analytics – shows you exactly how people behave when they land on your site.

    Are they reading your about page? Bouncing off immediately? It’s honestly addictive once you start!

    Then there’s social media analytics, which is like having coffee with your audience and really listening.

    This tells you what your community actually cares about, not just the vanity metrics.

    Now I know what you’re thinking – “Jennifer, this sounds expensive and complicated.”

    But here’s what I love about Google Analytics 4 – it’s completely free and works like having a digital marketing team in your pocket!

    It’s like having a detective following every visitor, noting exactly what they click, how far they scroll, which videos they watch.

    The initial setup takes under fifteen minutes, and WordPress plugins like MonsterInsights make it point-and-click easy.

    You know that feeling when you post something and wonder if anyone actually cares?

    Analytics ends that guessing game forever. Here’s the real magic though – you start seeing patterns everywhere.

    And I just read this wild statistic from Adobe that blew my mind: 65% of executives say AI-powered analytics are driving their growth this year.

    We’re in this incredible moment where data-driven businesses are absolutely crushing it while everyone else is just guessing.

    Instead of creating content and crossing your fingers, you’re creating based on what you know works.

    Your audience is already telling you exactly what they want – you just need to know how to listen.

    Entrepreneurs, creators – this is your sign to start taking analytics seriously.

    Spend just fifteen minutes a week exploring your data, and I guarantee you’ll start seeing opportunities you never noticed before.

    Knowledge is power, but applied knowledge? That’s transformation.

    Go set up those analytics and become the data-driven boss you were meant to be!

    Music by Tunetank from Pixabay

  • Your next career move: Digital communications

    Your next career move: Digital communications

    Digital communications has rapidly evolved from a niche specialty into the backbone of modern business communication. As traditional marketing channels shift to digital-first strategies, Australian organisations increasingly demand professionals skilled at navigating complex digital ecosystems to deliver measurable results. Wondering what roles and career paths are out there in digital communications? This guide breaks them down for you.

    Key Digital Communications Roles

    Digital Communications Manager

    Salary: $110,000 – $160,000 annually

    Core Responsibilities:

    • Develop comprehensive digital communication strategies across all online channels
    • Manage crisis communications and reputation management in digital spaces
    • Oversee content creation, social media strategy, and campaign implementation
    • Analyse performance using analytics tools and present strategic recommendations to senior management
    • Lead cross-functional teams and coordinate with external agencies

    Social Media Manager

    Salary: $80,000 – $95,000 annually

    Core Responsibilities:

    • Create and manage content across multiple social media platforms
    • Develop community engagement strategies and manage online reputation
    • Implement social media advertising campaigns and track ROI
    • Monitor platform algorithm changes and emerging social media trends
    • Collaborate with creative teams on visual content and campaign assets

    Content Marketing Specialist

    Salary: $65,000 – $85,000 annually

    Core Responsibilities:

    • Develop content strategies aligned with business objectives and customer journey mapping
    • Create high-quality content optimised for search engines and user experience
    • Manage editorial calendars and content production workflows
    • Analyse content performance metrics and collaborate with design teams
    • Ensure brand voice consistency across all content

    Digital Marketing Coordinator

    Salary: $70,000 – $80,000 annually

    Core Responsibilities:

    • Execute digital marketing campaigns across email, social media, and web channels
    • Manage marketing automation sequences and CRM systems
    • Coordinate cross-platform campaigns and monitor performance metrics
    • Support content creation and maintain website accuracy
    • Assist senior team members with project management tasks

    Digital Communications Officer (Government)

    Salary: $75,000 – $95,000 annually

    Core Responsibilities:

    • Manage government agency digital presence ensuring compliance with accessibility standards
    • Create content communicating government policies and services to citizens
    • Coordinate public consultation processes and community engagement initiatives
    • Develop crisis communication protocols for digital platforms
    • Collaborate with traditional media teams on integrated strategies

    Professional Development and Recognition

    Australian Marketing Institute (AMI)

    The Australian Marketing Institute provides professional development through their globally aligned competency framework covering 25 core marketing competencies and 8 specialised digital competencies. Professionals can pursue Certified Practising Marketer (CPM) designation and access over 100 courses mapped to specific competencies.

    Communication and Public Relations Australia (CPRA)

    Communication and Public Relations Australia serves as the national industry body for PR and communication professionals. CPRA offers specialised training programs, networking opportunities with 23,000+ industry professionals, and professional development through masterclasses and conferences.

    Current Market Opportunities

    Australia’s digital communications job market is robust and expanding. Recent data shows over 5,000 digital communications positions available nationwide, with digital communication specialists earning an average of $135,000 per year.

    Essential Skills Development:

    • Data analytics and performance measurement
    • Marketing automation and customer journey mapping
    • Crisis communication and reputation management
    • Cross-platform campaign integration

    Conclusion

    Australia’s digital communications landscape offers exceptional career opportunities that blend creative storytelling with analytical thinking. With salaries ranging from $57,000 for entry-level coordinators to $160,000+ for senior managers, the sector provides clear progression pathways and competitive compensation. Success requires continuous learning, professional certification through AMI and CPRA, and staying current with evolving digital trends.

    The market is especially vibrant, particularly in government digital transformation and e-commerce sectors, making it an ideal time to enter or advance within this dynamic field.

    Make your move today!

    Industry sources

    AdNews. (2019, July 10). The marketing roles and skills in demand in Australia. AdNews. https://www.adnews.com.au/news/the-marketing-roles-and-skills-in-demand-in-australia

    Australian Direct Marketing Association. (2022, November 24). Marketing 2025: The future of skills and technology. ADMA. https://www.adma.com.au/resources/marketing-2025

    B&T Magazine. (2025, March 10). Revealed! B&T’s CMO Power List 2025. B&T. https://www.bandt.com.au/revealed-bts-cmo-power-list-2025/

    CareerFoundry. (2024, February 6). 9 essential digital marketing skills to develop in 2025. CareerFoundry Blog. https://careerfoundry.com/en/blog/digital-marketing/digital-marketing-skills/

    Marketing Mag. (n.d.). Australian marketing news, trends and resources. Marketing Mag. https://www.marketingmag.com.au/

    Queensland University of Technology. (n.d.). Master of digital communication. QUT. https://www.qut.edu.au/courses/master-of-digital-communication

    Robert Half. (2025, April 24). Top trends in digital marketing for 2025: Expert insights for the year ahead. Robert Half. https://www.roberthalf.com/gb/en/insights/career-development/top-trends-in-digital-marketing-for-2025-expert-insights

    Sprout Social. (2025). Social media trends in Australia [updated 2025]. Sprout Social. https://sproutsocial.com/insights/social-media-trends-australia/

    Photo by Anna Shvets: https://www.pexels.com/photo/crop-woman-typing-on-laptop-5711948/