Creative / Designing / Content Development
A great digital marketing initiative requires a great content. Because if search works on "key words" which are relevant to the content placed around those key words, the social media works on highly creative content which is worth sharing on the various social media sites. Against, different digital media needs a different set of content since each of them address a different set of users.
For example if FB is for youths who want to make new friends and share their content whereas LinkedIn is for professionals who want to network for business and professional opportunities. So the content posted on FB could not be the same as that for LinkedIn and vice versa.