Marketing is one of the hottest job sectors out there right now, with projected industry growth of a faster-than-average 8% by 2028. Some high-demand roles in the industry, like market research analysts, are expected to experience growth of 20% or more in the next ten years.
These numbers mean it’s a great time to pursue a job in marketing or, if you’re already in the field, take steps to advance your career. We’ve tapped our team of experts to weigh in on the best marketing courses, marketing certifications and other marketing resources that will help you land a job and earn more money in the decade ahead.
9 Resources That Will Help You Stand Out as a Marketing Candidate
1. HubSpot Academy
If you work in marketing, you’ve no doubt heard of HubSpot, a popular suite of tools for lead generation and customer relationship management. HubSpot Academy is the platform’s educational arm; offering a wide range of resources on marketing topics from advertising to SEO and much more.
When you register for a free HubSpot account, you’ll gain access to dozens of webinars, e-books, and other materials in the Academy designed to help you master various aspects of inbound marketing and lead nourishment. We think the most valuable feature of HubSpot Academy is its work-at-your-own-pace courses. These are some of the best marketing courses available to learn the ropes of inbound marketing. As you complete the step-by-step training modules in each course, you’ll build actionable skills you can immediately put into practice in your day-to-day marketing work.
One of the most popular HubSpot Academy offerings is the Inbound Marketing Certification, the go-to credential for becoming proficient with inbound marketing fundamentals like sales funnels and how to align your sales and marketing strategies. More than 187,000 professionals have gone through the course and you’ll find it helpful whether or not you use HubSpot’s software.
2. INBOUND Conference
If in-person learning is more your style, you won’t want to miss INBOUND, one of the largest business events in the world. Organized by the team behind HubSpot, the four-day conference brings together the most forward-thinking minds in marketing for a series of unforgettable keynotes, breakout sessions, and networking opportunities.
Last year’s INBOUND conference drew more than 24,000 attendees from 110 countries. Past speaker lineups have included the likes of marketing mogul Gary Vaynerchuk and First Lady Michelle Obama, as well as top executives from companies like Google, Shopify, Vimeo, Reddit, and many more.
INBOUND ticket prices range depending on the level of access you’re looking for, starting at $49 for entry to the major keynotes and sliding upward to $1,200+ for unlimited access to more than 200 breakout sessions, evening parties, and special perks.
3. Moz Academy
Moz is a software-as-a-service company that’s recognized as one of the foremost leaders in search engine optimization. If you’re not already a regular reader of the Moz Blog, we highly recommend subscribing ASAP. It’s one of the best free marketing resources available on the web for how-to’s on SEO strategies like local rankings, link building, and analytics, as well as the latest news on what’s going on with the Google algorithm.
For those who wish to invest in more in-depth learning led by the Moz experts, check out Moz Academy. Its courses range from beginner topics like SEO fundamentals to advanced courses like page optimization and pitching SEO clients. To get your feet wet in the world of search marketing, SEO Fundamentals is a great introductory course that’ll run you just $49. If you want to become Moz Pro certified, you can obtain the SEO Essentials Certificate after completing a five-part course and taking an exam. That program retails for $595.
4. Google Skillshop
You’ll be hard-pressed to succeed in marketing without having at least a basic understanding of Google’s ubiquitous marketing tools like Google Analytics and Google AdWords. They’re used by almost every professional marketer, but there can be a steep learning curve to become proficient in them.
To get up to speed on any of the internet giant’s tools, head to the Google Skillshop. Here, you’ll find a crash course in popular products like Google My Business, which will help customers find your company online, and the Google AdWords certification, which is a preferred credential for many marketing roles.
If your work involves data collection and reporting, we highly recommend the Google Analytics Individual Qualification. This certification delves deep into advanced Analytics capabilities that will help you better analyze data and plan future campaigns.
5. Content Marketing University
These days there’s little difference between content marketing and plain old marketing. Strategizing and developing winning content that spans across channels has become an inherent part of every organization’s marketing strategy. And yet, many traditional marketers struggle to keep pace with the rapidly evolving world known as content marketing.
Developed by the folks at the Content Marketing Institute, Content Marketing University is your comprehensive resource for gaining a grasp on all facets of this fast-moving marketing sector, including planning, audience, story development, channels, implementation, and measurement. It’s taught by best-in-class content marketing practitioners, authors, and educators like Robert Rose and Joe Pulizzi.
A one-time tuition payment of $995 gets you access to the full Content Marketing University curriculum for 12 months.
6. Hootsuite Social Marketing Certification
Social media is one of the fastest-growing segments of the marketing industry. According to The Bureau of Labor Statistics data, the median salary for a social media marketing professional is $60,000, well above the national median of $47,000 for all occupations.
Success in a social media marketing career is about more than just posting pretty pictures; it takes a mix of platform expertise, strategic planning, audience-tailored content and consistent engagement to grow and thrive as a brand on social. To get schooled in social, check out Hootsuite Academy, an educational resource presented by the social publishing platform of the same name.
Once you feel comfortable with the material, you can pursue Hootsuite’s Social Marketing Certification, which demonstrates your proficiency to employers and prospective clients. The courses are free; the certification exam costs $199.
7. Facebook Blueprint Certification
There’s no doubt Facebook is a social media behemoth, but the Facebook family (which includes Facebook Messenger, Instagram, and WhatsApp) is also an advertising powerhouse. The company reported $17.4 billion in ad revenue in Q3 of 2019.
While there’s a lot of money to be made from advertising on Facebook, it’s also a quick way to blow through cash if you don’t know what you’re doing. That’s why marketers who help their employers or their clients run digital ads will be well-served by earning one or more of Facebook’s Blueprint Certifications.
This series of exams offers marketing certifications in media planning, media buying and several levels of Facebook ad development, all of which are strong resume credentials when competing for a digital marketing job. As with Hootsuite Academy, the learning materials are free while the exam to secure certification costs $150.
Quality writing is at the heart of all solid marketing, from social media to print campaigns to video ads. One of the best free marketing resources available on copywriting and content marketing is Copyblogger. Since 2006, the site has been dedicated to helping marketers produce content that attracts attention, drives traffic, and builds sales.
To begin, start by perusing the site’s blog, which is a treasure trove of writing tips and advice for advancing your copywriting career. When you’re ready for more, register for My.Copyblogger. This free membership gets you access to dozens of e-books on niche topics like headline writing, writing for email and content that converts, plus a 20-part course that lays out a framework for crafting successful digital marketing campaigns.
9. Digital Summit
If you want to get the most bang for your conference-budget buck, it’s hard to beat Digital Summit. This immersive event is actually a series of conferences that are held all over the United States, all year long, so it’s easy to find one that’s within reach from your city.
At Digital Summit, you’ll have your pick of sessions on dozens of topics covering every corner of the digital marketing realm. We specifically like this conference’s attention to mobile and UX design, two of the less-covered areas in the marketing conference world.
Past thought leaders to grace the Digital Summit stage have included Seth Godin and Steve Wozniak along with leaders from global brands like Coca Cola, Microsoft, and Disney. Can’t spring for the cost of attending in person? The conference publishes Q&A’s and key takeaways from each city on its Resources page.
Related: In-Demand Marketing Skills