It gives you the breadth across all disciplines and the depth in your area of expertise. Remember, you don’t need to become an expert in everything, but you want to know enough to get around, and enough to be able to weave your marketing strategies together.īecoming a T-shaped marketer is one of the most valuable things a marketer can do for your business and marketing skills. Or maybe the copywriting skills from the first step just didn’t stick. What facets of marketing am I weakest in?įor example, you might be beyond savvy at SEO, but maybe you need to brush up on your email marketing terms and strategies. Once you know what you’re an expert in, or want to become an expert in, you can ask yourself the second question: You want to layer trainings, certifications, and continuous learning to make sure that your expertise keeps up with changes on the industry. If you aren’t already an expert (or you want to tune up your skills), take a few courses on your core discipline. This list should have 1–3 facets of marketing on it that you’d call yourself a marketing specialist in. What am I an expert in or what do I want to become an expert in?įor example, you could know the ins-and-outs of SEO, or of creating a winning content strategy, or a killer email funnel. This doesn’t mean you need to go get a marketing degree, but a broad training or certification that gives you a little bit of everything is a great way to start. You want to start with a general understanding of basic marketing principles across the board. To become a T-shaped marketer, you want to start with the basics: That’s a winning team (and that’s why we love them). This isn’t just because they’re living in a marketing world, it’s because we want them to be able to flow between SEO strategies and email marketing strategies. Starting to see why being a T-shaped marketer makes sense? At DigitalMarketer, all of our marketing team members have an understanding of every facet of marketing. T-shaped marketers do this by using their expertise and their knowledge of other marketing strategies to steer that ship towards more traffic and more conversions. They’re going to be able to put together an SEO strategy that feeds into a content marketing strategy that feeds into an email marketing strategy.īusinesses need T-shaped marketers to steer the ship of all of their marketing strategies, from SEO to email. They’re not going to come in and create converting marketing strategies only from SEO-they’re going to do it across the board. This is what makes T-shaped marketers so valuable. They’re just not as savvy as they are at the first two facets. You have a proven track record of doing awesome things with your content and organic strategies.īut they’re also savvy in other marketing facets like email marketing, pay-per-click ads, building communities, and SEO. For example, you may be great at content marketing.
What is a T-Shaped Marketer?Ī T-shaped marketer is somebody who has expertise in about 1-3 main marketing facets. T-shaped marketers create and maintain that perfect flow between all of the different facets of marketing. When your marketing strategy flows perfectly from somebody becoming newly aware of your business (the first stage of the Customer Value Journey, Awareness) to ascending into your higher-tier products (in the sixth stage in the CVJ, Ascension)-that’s when you have a winner. It gives them a basic understanding of all the necessary parts of marketing (like SEO, funnels, social media, influencer campaigns, etc.) and creates a cohesive marketing strategy. The reason being a T-shaped marketer is something all expert marketers strive for is because it allows them to do more as a marketer. If you’ve never heard of a T-shaped marketer, you might think we just made it up.
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