Career Guidance for Marketing Professionals

Why don't most content marketers have a clear career path? Because most content marketers split their time between: - Managing organic channels - Creating content for themselves and other teams - Reporting on top-of-the-funnel metrics If you're stuck in this vortex, it feels impossible to grow. Here are three potential career paths for you as a content marketer: 𝗖𝗮𝗿𝗲𝗲𝗿 𝗣𝗮𝘁𝗵 𝟭  ► Climb the brand/creative/marketing services ladder Suitable for: Creatives who enjoy making stuff but who also like managing teams. Content marketing teams typically follow this hierarchy:  3. Creator  2. Manager of creators  1. Manager of creative managers To follow this path, do the following: 1. Look for roles on creative, marketing services, or brand teams. (Steps one and 2 are interchangeable.) 2. Become an expert at creating one thing, e.g., articles, videos, or designs.  3. Learn how to manage people.  4. Also learn how to manage creating content in other formats. Caveat:  Small companies don’t usually have creative or marketing departments and teams. So, you’ll need to look at midsize to large companies for larger creative roles. 𝗖𝗮𝗿𝗲𝗲𝗿 𝗣𝗮𝘁𝗵 𝟮  ► Growth Marketing Suitable for: Creators who love the strategy portion of their roles. How it plays out: The hierarchy looks something like this: 4. Channel manager (email, SEO, social media, etc.) 3. Manager of many channels 2. Manager of marketers 1. Manager of managers Steps: 1. Nail one channel really well and learn how to build a strategy for it. 2. Work with creators to make content for that channel, hit goals, and positively impact the company.  3. Learn how to do that for more than one channel, and by learning how to pick the right channels for the most impact. (For example, analyze data to identify other high-impact channels; take courses or read up on best practices for those channels; and conduct A/B tests to refine your strategies.) 𝗖𝗮𝗿𝗲𝗲𝗿 𝗣𝗮𝘁𝗵 𝟯 ► Content Creation Suitable for: Those afflicted with the entrepreneurship bug or who want to go into business for themselves. You need a product to sell, but you could start with selling your content marketing skills. How it plays out: This path doesn't have fixed steps. (Entrepreneurship never does!) But some ideas include: - Build digital assets for people to buy (like templates, eBooks, etc.)  - Sell your time as a consultant to your industry - Review content marketing tools with affiliate links - Sell online courses The essence of this path is to find ways to use your content marketing skills for your own benefit instead of for another company. Do you know of any other clear career paths for content marketers? #CareerPath #ContentMarketing #Creatives

I went from a newbie PMM to a Director in 3 years. This is the most important thing I did that helped me get there 👇 I built my career team. Specifically, I had four kinds of people in my career team: 1️⃣ Thought partners - These are peers I can bounce ideas with. Early in my career, I was fortunate enough to meet awesome peers like Brian Lee, who not only was my confidant but also challenged my thinking in all the right ways. 2️⃣ Sponsors - It’s nice to have many people who are your peers, but you need people in positions of power too. Sponsors are generally senior to you and have the power to give you more opportunities. These could be the head of sales, the head of product, your boss, or more. I focused on building genuine relationships and adding value to sponsors, which helped me get exposure to bigger/better projects and opportunities. 3️⃣ Mentors - Mentors are people who are more senior to you and can give you advice and inspire you. Most of my mentors are outside of the companies I worked for, and they helped me think through sticky situations and provided insights since they have walked the walk. Thank you, Alex Henthorn-Iwane, for being awesome! 4️⃣ Coaches - Coaches are dedicated professionals who help you reach your goals in a structured fashion. I benefited significantly from coaches and learned how to advocate for myself, how to earn trust and be a better leader - which fundamentally changed my mindset and got me to where I needed to go faster. In summary, our career success is positively correlated with the amount of people who want to help us succeed. That’s why, to reach your goals faster, you need a team. ❓ Who has been helpful to you in your career in 2023, and what additional relationships will you build and add to your career team in 2024? #productmarketing #careergrowth #leadership #marketing #careercoach

🚀 Career Acceleration Insights By age 35, I had climbed the corporate ladder and doubled my salary in less than 5 years. The journey was filled with invaluable lessons, but there's one piece of advice that outshines the rest, crucial for anyone looking to advance their career, especially in the dynamic field of technology and marketing. ✅ Here's the golden nugget of advice: Identify and Focus on Key Business Metrics: The secret lies in pinpointing the metric that is most valuable to the business. Once identified, channel your efforts to move this metric significantly. This approach transcends beyond mere numbers; it's about aligning your contributions with the company's core objectives. ✅ What to Avoid: - Don't let workplace politics distract you. - The size of your team or the scope of your responsibilities should not be your primary concern. - Steer clear from getting entangled in unnecessary workplace drama. ✅ What to Embrace: Be relentless in your focus on the crucial business metric, whether it's related to revenue, growth, or any other key area. 💡Demonstrate how your work directly contributes to moving this metric forward. Make it the centerpiece of your discussions and reports. This strategy is particularly potent for those early in their careers or operating within growth-oriented roles. It's not just about working hard but working smart—targeting your efforts where they'll make the most tangible impact. Leverage this approach, and watch as doors open and opportunities unfold in ways you might never have imagined. #CareerAdvice #BusinessGrowth #ProfessionalDevelopment #TechIndustry #thejessemercado

The last 12 months have been tough for CMOs, VPs, and Marketing Directors looking to make their next career move. With fewer opportunities and more candidates vying for open roles, the job market has firmly favoured companies over job seekers. I recently spoke with a Chief Marketing Officer who successfully secured a new CMO position at a direct-to-consumer subscription business. Drawing from their first-hand experience, here are three key pieces of advice for senior marketing leaders navigating today's challenging job landscape: 💡 Embrace Short-Term Opportunities: One noticeable shift has been the prevalence of interim, contract, or consulting opportunities compared to full-time permanent roles. While not the desired long-term solution, short-term roles enable you to "flex different muscles and gain more experience", in the words of the CMO. These engagements can be an excellent way to stay active, build your résumé, and bide time until that perfect long-term fit emerges. 💡 Adapt Your Positioning: With a surplus of candidates, companies can afford to be highly selective. The CMO noted that brands are "choosing to be even more prescriptive and extensive in their 'must have' lists of skills and experiences." Effectively positioning yourself by closely aligning your background to stated requirements is critical. Highlight how your strengths make you an ideal match, being as specific as possible. 💡 Be Patient for the Right Long-Term Role: Perhaps the most crucial advice was, "Don't jump into anything other than the truly right role for you." With so much career capital at stake, the CMO cautions against compromising and encourages marketers to "pursue short-term opportunities until a role that you will truly thrive in comes up. It will come up eventually." The job market for senior marketing leaders will likely remain challenging for the foreseeable future. By staying flexible, positioning yourself strategically, and exercising prudent patience, you can increase your chances of securing not just any position but the right long-term opportunity aligned with your goals. #cmo #career #jobmarket #dtc #d2c

Aspiring Marketers, If you want to stand out, it’s crucial to connect your marketing efforts back to tangible business outcomes. (Revenue generated, profit margin, customer growth, ROI, market share, etc.) I review many resumes that either: 1. Show no measurable impact. 2. Present vague results without outcomes, such as: - Reduced CPA by X% - Drove X views for a campaign - Created X # of campaigns For example, saying “I reduced CPA by 50%” without any context has no value. Did the business suffer at the expense of this reduction? Perhaps it improved profitability at the expense of growth? Without context, it isn’t a meaningful achievement. Tie it back to business outcomes. Instead of saying you “created 100 campaigns,” illustrate the value those campaigns brought to the company. “Created 100 campaigns that increased new customer growth by 150% y/y and increased customer retention 2x” is much more powerful. Move beyond just tactics. Showcase your strategy and business outcomes. — The purpose of marketing is to attract and retain customers, which drives revenue growth, enhances brand loyalty, and ensures long-term business sustainability. Even at the entry or mid-level, your role is not just to optimize campaigns but to drive significant value and impact for the business. So if you want to stand out, focus on outcomes, not activities. And make sure to tell your full impact story. #ResumeTips #CareerGrowth #GoogleJobs #Marketing

5 mistakes that stop marketing leaders from finding their ideal job (and a 3-step solution to follow) 1. Casting too wide a net: ➝ Losing focus on what you truly want. 2. Undervaluing your experience: ➝ Not communicating your true worth. 3. Ignoring the power of networking: ➝ Over-relying on job boards. 4. Failing to tailor applications: ➝ Sending generic resumes and cover letters. 5. Neglecting interview preparation: ➝ Treating each interview as just another meeting. How you can fix them in 3 steps: Step 1 - Define your ideal role. - Make a list of must-haves for your next job. - Explain how the list helps guide your search. - Use it to filter opportunities and apply wisely. Step 2 - Elevate your personal brand. - Showcase endorsements and achievements. - Show how this places you as an industry leader. - Engage with content relevant to your target roles. Step 3 - Leverage your network. - Contact former coworkers and industry contacts. - Find unlisted opportunities through networking. - Book informational interviews to gain insight. P.S. What strategy will you implement first to sharpen your job search? ——— If you liked this, why not share? ♻️ Follow + hit the 🔔 to not miss a post All my content on 1 page: #DavidsDaily #Networking #Marketing #Jobsearch #Careers

Here are some fresh pointers straight out of the oven in the LinkedIn series about bridging the gap between B School and a real job. You might have questions like: 1. How do you measure the impact of your early wins? - Track both quantitative (engagement rates, conversion rates, ROI) and qualitative feedback (customer satisfaction, team morale). - Compare pre- and post-implementation metrics. - Solicit team and stakeholder feedback for a complete impact view. 2. Maintaining motivation and momentum: - Set short-term goals leading to long-term objectives. - Embrace lifelong learning for growth and innovation. - Build a supportive network for encouragement. - View setbacks as learning opportunities. 3. Navigating disagreements or misalignments: - Engage in open, respectful communication. - Understand differing perspectives and root causes of disagreements. - Use data or case studies for fact-based discussions. - Seek compromises aligning with organizational goals. - Consider piloting smaller proposals to demonstrate viability. Visit my career coaching page for mid-junior marketers @ topmate.io/subhanka/ for more insights. DM to discuss business/marketing challenges and share industry trends. #career #careercoach #careeradvancement #mentor #coach #bettermarketingcoach #marketingcoach

I went from coordinator to CSO in 5 years. It has been crazy. Here’s my “Top 7” for an explosive career in marketing 🚀 TL;DR 1. Passion 2. Fill gaps, don’t just fulfill orders 3. Connect the dots 4. Meetings = Classes 5. Apply Feedback 6. Rabbit Hole 7. Strength = Weakness 1. Passion 🍍 This is the most obvious and the most crucial. If you are going to put in the hard work to grow your career, you have to want it. You have to have an innate motivation and you have to go all in. 2. Fill gaps, don’t just fulfill orders. 🥧 Do things because they need to get done, and try to get to them before you are asked. Pick up the stuff that is left in the gray area between roles. And don't be afraid to challenge priorities for the betterment of a business (be a thought leader). 3. Connect the dots. ⚫⚫⚫ Don’t just do things. Always try to figure out why you are doing them. Understanding how your role impacts the bigger picture is the first step to a promotion. 4. Meetings are career development classes 🏫 As a coordinator you are usually sitting in on meetings while “bigger” people go back and forth. Make sure you are listening and picking up on patterns. Use what they are talking about to help you understand your role, the company as a whole, and the goals of the organization. Also, learn from how they conduct meetings. Use this when you are called on to speak, present, or lead a meeting. 5. Apply Feedback 🔏 No one starts out knowing everything. We all get feedback, and it is easy to get upset or ignore it. Don’t. Feedback is free help to get closer to the next level. Apply it as soon as possible so it sticks. 6. Send yourself down the rabbit hole. 🐰 Leave no stone unturned. This applies to your work, the business as a whole, testing creative, client strategy, training, etc. Having a deeper understanding of how things work will make you stand out. 7. Don’t let your strength be your downfall. 😴 If you are doing all this, you are probably super ambitious and motivated. That’s great. But it can also lead to burnout REALLY quickly. Make sure you are carving out time to disconnect and recharge. This may feel like this goes against trying to grow your career, but it is actually part of it. People can tell when you are burned out, and they will be hesitant to give you more responsibility. These are the 7 things that have had a HUGE impact on my career growth- what would you add? Let me know below!

Sometimes it makes sense to turn down a promotion and higher pay. 🤔 Recently, a former colleague reminded me of the time I said “No thank you”. Back when I was a Product Manager, I worked hard to “check all the boxes” to get promoted. I had a garbage boss at the time who wasn’t following through with his promises to make it happen. A colleague in another department saw the value that I was adding. 💥 Along with her department head, they reached out and offered me a role. This role would be the title promotion I so desperately wanted (and deserved!), plus a nice pay bump. But, I turned it down. Why? Because, while I was grateful and flattered, the role wasn’t in line with my career goals. 📈  I had mapped out where I wanted to go over the next 3-5-10 years and this would have taken me on a different path. Maybe I would have still ended up at the same spot, but it didn’t FEEL like the right next step for me. 💡 The lesson here - know where you want to go, but also WHY you want to go there. Outline the skills you need to develop and the types of roles that will  help get you there fastest. And then be selective in what you choose to do next. If your heart isn’t in it, maybe it’s a sign it’s not right for you. Wait for what feels right - your heart knows. 💗 #marketing #careeradvice #development #leadership #empowerment

I just got off the phone with a client from 2019. I worked with him 4 years ago but I remember him vividly. He landed a new role that he loves and is still at the same company and he moved to Mexico. What a life! He’s also referring his boyfriend to me, and I can’t wait to meet with him in a couple of weeks. I won’t get into the details but I’m glad my client considered me a resource. No matter where you are in your career - whether looking for a role, progressing in your company, or building your brand within the industry - there are so many things you can do to build support. What are some ideas? - Mentorship: A mentor can provide invaluable insights, advice, and guidance based on their experience. Don’t hesitate to seek out a mentor who aligns with your career goals. - Professional Groups: Joining professional groups, both online and offline, can be a powerful way to connect with peers, share knowledge, and stay updated with industry trends. - Online Platforms: Platforms like LinkedIn, Coursera, and industry-specific forums are treasure troves for learning and networking. Make the most of these to expand your knowledge and connections. - Career Coaches: My all-time favorite, of course. Consider engaging with a career coach for personalized guidance. As a certified career coach myself, I can attest to the tailored support and clarity a coach can bring to your career path. Remember: - Be Proactive: Actively seek and engage with resources. Don’t wait for opportunities to come to you. - Diversify Your Resources: Utilize a mix of resources for a well-rounded approach to career development. - Evaluate and Adjust: Regularly assess the effectiveness of your resources and be open to trying new ones. What resources have you found most valuable in your career journey? Let’s share and learn from each other in the comments! 💬 #careerdevelopment #professionalgrowth #networking #lifelonglearning