Design, SEO, and Analytics: Building Technical Marketing Skills Through an Apprenticeship

Tell Us A Bit About You And Your Role

In my role at Knauf Insulation, I am involved in website management and content strategy; creating social media content for LinkedIn, Facebook, and Instagram to drive organic growth, increase brand awareness, and promote products.

My role includes search engine optimisation (SEO), search engine marketing (SEM), paid advertising, geo-fencing, AV content, re-marketing, and analytics reporting. I use customer relationship management (CRM) and customer experience (CX), tools to enhance customer service and oversee the website inbox, handling inquiries and forwarding leads.

What Skills Have You Developed Through Your Apprenticeship?

Throughout my Marketing apprenticeship, I have mastered SEO through hands-on projects and courses, which has enhanced my ability to drive organic website traffic and boost visibility. I’ve also gained web development skills focused on user experience (UX) and user interface (UI) design, enabling me to create user-friendly and engaging digital platforms.

“Cameron has progressed phenomenally throughout his apprenticeship, using his keen determination and passion for learning to drive innovation in his organisation and deliver quantifiable results across multiple campaigns.

Cam has successfully spearheaded campaigns and over the course of his apprenticeship, he has taken ownership of the KI LinkedIn platform, using it to post industry-relevant, engaging content, which has led them to overtake their largest competitor on the platform.”

– Rob Sedgwick, Digital Marketing Coach

I’ve developed vital skills that have significantly impacted my ability to carry out my role effectively, such as leadership in content strategy, which has improved my project management skills, allowing me to deliver campaigns aligned with business goals.

Additionally, I have built the technical and creative skills to create engaging video and graphic content, which has significantly elevated our social media presence. This has enhanced our overall marketing efforts by delivering customer-focused, impactful results that resonate with our audience and drive engagement.

How Do You Approach Content Planning And Scheduling?

Content planning and scheduling are integral to my role, and I approach them strategically to ensure alignment with business goals and audience needs.

I rely on HubSpot’s customer relationship management (CRM) system for planning, scheduling, and analytics, streamlining processes and enabling team collaboration on campaigns. HubSpot’s tools allow me to visualise content calendars, automate postings, and track performance, using analytics to refine strategies and drive engagement.

My apprenticeship taught me a lot about content planning and scheduling, from structuring campaigns to automating workflows and utilising data insights. These skills have empowered me to manage complex projects confidently, delivering impactful, timely, and results-driven content.

What Content And Design Tools Do You Use In Your Role?

I use a variety of content and design tools to create engaging, visually compelling materials. In my role, Adobe After Effects, Premiere Pro and Photoshop are essential for high-quality video editing and professional visuals, from website images to digital campaign banners.

Then, for quick designs, I use Canva as it provides user-friendly templates that are perfect for creating polished social media graphics or presentations. Similarly, for quick videos, I use CapCut as it offers simple video editing for social media, meaning I can be prompt and reactive.

Tell Us About a Successful Marketing Campaign You Have Worked On

During my apprenticeship, I worked on a campaign that raised awareness about the shift to 150mm cavities in building insulation.

The strategy included educational blog posts, infographics, and videos highlighting energy efficiency benefits and addressing customer concerns. By utilising data-driven insights and continuous optimisation, the campaign achieved significant results: higher email open rates, increased downloads of technical guides, and a noticeable uplift in targeted website traffic.

This not only strengthened Knauf Insulation’s position as a thought leader but also delivered valuable, solution-focused content that effectively met customer needs.

Can You Share An Example Of Content That Underperformed & What You Learnt?

There was one time that I created a polished, product-focused post that unfortunately underperformed in terms of engagement. While technically strong, it lacked a personal connection with the audience.

I analysed its performance and discovered a key trend: people-centric, authentic content consistently drives higher engagement. This insight reshaped my approach to digital marketing, prioritising people-centric stories and visuals in content creation.

How Do You Stay Motivated And Creative In A Fast-Paced Marketing Environment?

Working for a sustainability-focused company, I’m driven by the dual impact of our marketing efforts: driving business success while contributing to a more sustainable future. Staying motivated and creative in Knauf Insulation’s fast-paced marketing environment also comes down to a mindset of continuous improvement, or Kaizen – a principle I honed during my apprenticeship.

Baltic taught me not only essential digital marketing skills but also the importance of ongoing learning and innovation. This mindset enables me to refine strategies, optimise campaigns, and deliver creative solutions that align with business goals and values, making a meaningful difference every day.

How Did The Apprenticeship Prepare You For Your Future?

My apprenticeship has been pivotal in shaping my long-term career goals! It provided me with a strong foundation in crafting content that drives business growth and the skills to develop impactful digital marketing strategies.

Cameron has spoken at multiple events about the importance and value of apprenticeships, inspiring young people around an alternative career pathway, both specific to his industry and as a wider development opportunity.

As Cam’s coach, I come away from every interaction feeling inspired by his drive & passion for apprenticeships, his own development and opportunities for others. Cameron has shown an incredible awareness of various topics such as safeguarding, wellbeing and confidence, putting him in fantastic stead for his future career.

– Rob Sedgwick, Digital Marketing Coach

The programme equipped me with the tools and knowledge to stay ahead of industry trends, ensuring my skills remain competitive and future-ready. Additionally, it inspired my advocacy for apprenticeships, leading me to speak at events promoting this valuable career path to aspiring professionals, demonstrating its transformative potential firsthand.