{"id":154539,"date":"2025-03-24T22:48:03","date_gmt":"2025-03-24T22:48:03","guid":{"rendered":"https:\/\/peraltafinancing.com\/business\/marketing\/how-to-market-yourself-for-the-marketing-role-you-want\/"},"modified":"2025-03-24T22:48:03","modified_gmt":"2025-03-24T22:48:03","slug":"how-to-market-yourself-for-the-marketing-role-you-want","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=154539","title":{"rendered":"How To Market Yourself for the Marketing Role You Want"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p><iframe loading=\"lazy\" title=\"Everlit Audio Player\" src=\"https:\/\/everlit.audio\/embeds\/artl_qap4wUg8lea?client=wp&amp;client_version=1.10.4\" width=\"100%\" height=\"130px\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen=\"\"><\/iframe><\/p>\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\">\n<div class=\"wp-block-embed__wrapper\">\n<p><iframe loading=\"lazy\" title=\"Market Yourself To Land Your Next Marketing Job | Rose-Colored Glasses\" width=\"840\" height=\"473\" src=\"https:\/\/www.youtube.com\/embed\/K7McHyPoqJ0?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<\/div>\n<\/figure>\n<p>It\u2019s been a rough few months for marketers.<\/p>\n<p>For all the announcements on LinkedIn celebrating the landing of a new job, I see as many (or more) marketers increasingly asking for help landing a new job.<\/p>\n<p>Applying for marketing roles today feels like an open-world video game called Tears of the Resume. You collect skills, grind through endless side quests (application forms), and battle increasingly powerful bosses (interview panels).<\/p>\n<p>But just when you think you\u2019ve unlocked the final dungeon, the employer vanishes into the mist \u2014 leaving behind a cryptic, automated rejection email.<\/p>\n<p>Yeah, it\u2019s not easy.<\/p>\n<p>But I have an idea that might help. If you\u2019re considering a job move or are already trying to make one, consider both how you\u2019re developing your career <em>and<\/em> <a href=\"https:\/\/contentmarketinginstitute.com\/articles\/build-personal-brand-content-strategy\">marketing yourself<\/a> as a candidate. Watch the video above or read in more detail below.<\/p>\n<h2 class=\"wp-block-heading\">The paradox of modern marketing roles<\/h2>\n<p>In a paradoxical twist, the demands of modern marketing have become more specialized and expansive.<\/p>\n<p>Marketing professionals are expected to have deep expertise in a niche area while maintaining a broad skill set across multiple disciplines. Employers want you to be a <a href=\"https:\/\/contentmarketinginstitute.com\/articles\/content-skills-subject-matter-expertise\">specialist, generalist<\/a>, strategist, operator, data analyst, and, ideally, a mind reader.<\/p>\n<p>Employers won\u2019t settle for unicorns. They want multiclass unicorn-wizard-hacker-marketers.<\/p>\n<p>I see many marketers on the job hunt falling into a trap. If the best way to describe this new unicorn is perhaps a T-shaped skill set (what recruiters and HR professionals call someone with\u00a0deep expertise\u00a0in one area \u2014 the vertical bar of the T \u2014 and broad knowledge\u00a0across other disciplines \u2014 the horizontal bar), I still see many young and veteran marketers promoting themselves in these ways:<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>I-shaped marketers (too specialized, no breadth). <\/strong>These marketers know one thing very well (maybe they\u2019re a killer copywriter) but lack broader positioning in strategy, analytics, or other disciplines.<\/li>\n<li><strong>Em dash-shaped marketers (know a bit about everything). <\/strong>I see this a lot with experienced marketers. They\u2019ve done many things throughout their career (social media, content, branding, product, and even sales) but with no depth in any area.<\/li>\n<li><strong>Star-shaped marketers<\/strong>. These marketers try to position themselves as specialists in everything. Social media? Fifteen years. SEO? Knew Google before it was Google. Brand? I\u2019m a storyteller. Video editing? Better than Scorsese.<\/li>\n<\/ul>\n<p>Pressure comes from both above and below.<\/p>\n<p>From below, more candidates than ever compete with the same single skill set attributes, making differentiation difficult.<\/p>\n<p>From above, job descriptions now demand a mix of connected skills. Employers aren\u2019t just looking for someone with multiple skills \u2014 they want someone who understands how those skills integrate into the business.<\/p>\n<p>Unfortunately, AI adds an extra layer of complexity. Every day, new startups promise to rid companies of those pesky human marketing employees, trading them for AI agents that don\u2019t ask for vacations, take sick days, or want to work from home.<\/p>\n<p>Fearful marketers hear the bumper sticker advice that \u201cAI won\u2019t take your job, but someone using AI will\u201d and rush out to try to become \u201cgood at AI\u201d without knowing what \u201cgood at AI\u201d means.<\/p>\n<p>It\u2019s all very frustrating and concerning.<\/p>\n<h2 class=\"wp-block-heading\">Marketing yourself as the marketer you want to be<\/h2>\n<p>I wish I could offer \u201c10 easy steps\u201d or \u201c10X your job opportunities\u201d advice, but I can\u2019t. Anyone who says they have the answer to what will happen with AI and automation and how it will affect the art and science of marketing is fooling themselves (or trying to fool you).<\/p>\n<p>I often receive messages and emails from colleagues asking if they should start a freelance (or fractional) practice or how they might present themselves for employment at a new organization.<\/p>\n<p>The advice I\u2019ve been giving for the last 20 years hasn\u2019t changed: Market where you\u2019re going, not where you are.<\/p>\n<p>Here\u2019s what I mean. When marketing yourself \u2014 whether as a freelance consultant, fractional marketer, or employee \u2014 always position yourself where you want to be rather than where you are.<\/p>\n<p>I\u2019ll use myself as an example. When I started as a freelancer, I took any gig I could get (from SEO to writing email copy to website design). After all, I needed to make rent.<\/p>\n<p>But if you read my content or looked at my website two decades ago, you wouldn\u2019t have seen any of that. You would have seen \u201ccontent marketing strategist.\u201d I marketed myself as what I wanted to be in the future.<\/p>\n<p>Eventually, with great difficulty, I convinced a company to hire me to fix its content governance, technology, and content marketing approach. That led to another project and another.<\/p>\n<p>But here\u2019s the critical point: I didn\u2019t fake it till I made it. I studied, read, talked to, and learned from professionals in the field. I invested the time and energy it took to recognize what a \u201cgood\u201d content strategist looks like.<\/p>\n<p>Developing yourself is the product development side of deciding how to market yourself as a marketer. But how do you position yourself to beat competitors for the same gig?<\/p>\n<h2 class=\"wp-block-heading\">A classic lesson on selling content and marketing services<\/h2>\n<p>For a marketing agency workshop about 10 years ago, I developed a version of the famous <a href=\"https:\/\/en.wikipedia.org\/wiki\/Smiling_curve\" target=\"_blank\" rel=\"noreferrer noopener\">smiling curve<\/a> for creative agencies.<\/p>\n<p>The smiling curve is a way to illustrate how value is distributed across different stages of making and selling a product.<\/p>\n<p>It shows that the highest value comes from the beginning and end of the process \u2014 design, research, and branding (before production) and marketing, sales, and customer experience (after production).<\/p>\n<p>The middle stage (production) tends to add less value to the product because the process can be duplicated or outsourced easily, making it a commodity. On a graph, innovation gets the high value on the left side. The line then dips down at the middle stage (production) and rises again on the right as the value increases (marketing, sales, and customer experience).<\/p>\n<p>The image below shows how I plotted agency services across a similar curve. The x-axis represents the continuum from one-off projects to long-term processes. The y-axis shows the span from low-value investments (near the intersection with the x-axis) to high-value investments.<\/p>\n<p>Strategy and planning show up as high-value one-off projects on the top left end of the curve. Optimization and measurement appear at the top of the right end as high-value, long-term processes. Content creation as a service ended up at the bottom of the curve because it\u2019s so easily replaceable.<\/p>\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2025\/03\/smile-curve.png\"><img fetchpriority=\"high\" decoding=\"async\" width=\"600\" height=\"334\" src=\"https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2025\/03\/smile-curve-600x334.png\" alt=\"Marketing investment &quot;smile curve&quot; chart showing high-value tasks like strategy and optimization at the ends, and commoditized content in the middle.\" class=\"wp-image-153277\" srcset=\"https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2025\/03\/smile-curve-600x334.png 600w, https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2025\/03\/smile-curve-390x217.png 390w, https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2025\/03\/smile-curve-125x70.png 125w, https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2025\/03\/smile-curve-768x428.png 768w, https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2025\/03\/smile-curve.png 1430w\" sizes=\"(max-width: 600px) 100vw, 600px\"\/><\/a><\/figure>\n<p>My point to agency leaders was this: If clients hire you at the top of the smile, you\u2019ll find it relatively easy to expand down the curve into other services. But if they hire you for bottom-of-the-smiling-curve services, you\u2019ll find it almost impossible to climb up.<\/p>\n<p>How agencies positioned themselves to win the initial engagement defined their potential for becoming a strategic partner.<\/p>\n<p>I advised agency leaders to force clients who hired them for content creation to go through some kind of strategy or optimization engagement (even if they couldn\u2019t charge for it). That would ensure the client viewed the agency as a strategic partner, not a replaceable service provider.<\/p>\n<h2 class=\"wp-block-heading\">The smile curve for marketing yourself as a marketer<\/h2>\n<p>Today, it\u2019s not enough to be T-, em dash-, or even star-shaped. Your differentiated value isn\u2019t in having a mix of skills \u2014 it\u2019s in how you connect them.<\/p>\n<p>The question isn\u2019t whether to position yourself as a specialist or a generalist; it\u2019s how to position yourself as a fully integrated solution in which skills like copywriting, data, measurement, and storytelling are more than the sum of their parts.<\/p>\n<p>Instead of listing skills as a menu of disconnected abilities, present a unified, strategic perspective that demonstrates how these skills work together to drive impact.<\/p>\n<p>The real unicorns don\u2019t just have multiple skills; they market themselves in ways that demonstrate how those skills combine into a bigger, smarter, and more effective approach.<\/p>\n<p>With this in mind, I\u2019ve adapted the smile curve for marketers who want to market themselves.<\/p>\n<p>The image below balances a portfolio of skill attributes across the art (perspective) and science (performance) of marketing on the x-axis from lower to higher value (represented on the y-axis).<\/p>\n<p>The top left end of the curve shows high-value perspective activities, with <a href=\"https:\/\/contentmarketinginstitute.com\/articles\/content-team-career-development\">marketing leadership<\/a> at the top, and brand strategy, creative direction, thought leadership and storytelling, governance and marketing ops, and campaign management on the descending slope.<\/p>\n<p>High-value performance activities make up the right side of the curve, with <a href=\"https:\/\/contentmarketinginstitute.com\/articles\/steps-objectives-content-analytics\/\">measurement<\/a> and <a href=\"https:\/\/contentmarketinginstitute.com\/articles\/data-cleaning-basics\/\">data strategy<\/a> at the top, and technology integration, performance marketing, A\/B testing, <a href=\"https:\/\/contentmarketinginstitute.com\/articles\/data-driven-personalization\/\">personalization<\/a>, and targeting inching down the slope.<\/p>\n<p>At the center (bottom) of the curve are lower-value focus activities, including copywriting, editing, content and creative production, translation and localization, media buying, and <a href=\"https:\/\/contentmarketinginstitute.com\/articles\/seo-strategy-vitals\/\">SEO<\/a>.<\/p>\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2025\/03\/smile-curve-marketing-marketers.png\"><img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"329\" src=\"https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2025\/03\/smile-curve-marketing-marketers-600x329.png\" alt=\"Marketing &quot;smile curve&quot; showing high-value roles in strategy and data, with lower-value tasks like content production in the middle.\" class=\"wp-image-153278\" srcset=\"https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2025\/03\/smile-curve-marketing-marketers-600x329.png 600w, https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2025\/03\/smile-curve-marketing-marketers-390x214.png 390w, https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2025\/03\/smile-curve-marketing-marketers-125x69.png 125w, https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2025\/03\/smile-curve-marketing-marketers-768x421.png 768w, https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2025\/03\/smile-curve-marketing-marketers.png 1430w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\"\/><\/a><\/figure>\n<p>I hope you\u2019ll use this smile curve graph to help you reposition or differentiate yourself based on where you\u2019re going rather than where you are.<\/p>\n<p>For example, if you\u2019re a copywriter and want to present yourself as a creative strategist, start crafting your content, resume, portfolio, social posts, etc., to connect concepts such as campaign management, <a href=\"https:\/\/contentmarketinginstitute.com\/articles\/thought-leadership-ai-age\/\">thought leadership<\/a>, and creative direction.<\/p>\n<p>Or, if you\u2019d rather lean into the performance side, highlight SEO, personalization, and performance marketing concepts.<\/p>\n<p>I want to make this clear: This framework doesn\u2019t imply that being a writer or content production professional is somehow less than being a creative director or a performance marketing manager.<\/p>\n<p>The chart merely reflects the current perception of replaceability and differentiation.<\/p>\n<p>In other words, it\u2019s just as important for a creative director to weave together campaign management, governance, and marketing ops skills as it is the other way around.\u00a0<\/p>\n<p>The smile chart will also help you map your learning and career development. In other words, it\u2019s not just about changing your marketing \u2014 it\u2019s about <a href=\"https:\/\/contentmarketinginstitute.com\/articles\/skills-content-marketer-success\">developing your skills<\/a>.<\/p>\n<h2 class=\"wp-block-heading\">Preparation and positioning are everything<\/h2>\n<p>As I said, it\u2019s a rough time in marketing. There\u2019s no guarantee that business leaders won\u2019t make shortsighted decisions and prioritize <a href=\"https:\/\/contentmarketinginstitute.com\/articles\/ai-content-planning\/\">AI as a replacement for humans<\/a>. And there\u2019s no telling which marketing activities AI and automation may replace.<\/p>\n<p>Look at this framework as a way to prepare. If you\u2019re hired for a single-skill position at the bottom of the smile, you\u2019ll find it challenging to move up.<\/p>\n<p>But if you can position yourself as an integrated solution \u2014 stitching together value up and down the curve \u2014 your perceived value moves higher while your replaceability goes lower.<\/p>\n<p>Marketing yourself isn\u2019t about listing skills on a menu. It\u2019s about presenting a cohesive story of how your integrated skills connect to create a positive impact.<\/p>\n<p>So, as you reposition yourself, don\u2019t just update your resume \u2014 update the way you think about your value. Market where you\u2019re going, not just where you are.<\/p>\n<p>It\u2019s your story. Tell it well.<\/p>\n<div class=\"cmi-cta content-box-green default\"><a href=\"https:\/\/news.contentinstitute.com\/subscriptions\"><i><span style=\"font-weight: 400;\">Subscribe<\/span><\/i><\/a><i><span style=\"font-weight: 400;\"> to workday or weekly CMI emails to get Rose-Colored Glasses in your inbox each week.\u00a0<\/span><\/i><\/div>\n<p><strong>HANDPICKED RELATED CONTENT:<\/strong><\/p>\n<p><em>Cover image by Joseph Kalinowski\/Content Marketing Institute<\/em><\/p>\n<\/p><\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>It\u2019s been a rough few months for marketers. For all the announcements on LinkedIn celebrating the landing of a new job, I see as many (or more) marketers increasingly asking for help landing a new job. Applying for marketing roles today feels like an open-world video game called Tears of the Resume. You collect skills, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":154540,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[98],"tags":[11209,8402,1644],"dealstore":[],"offerexpiration":[],"class_list":["post-154539","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-market","tag-marketing","tag-role"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How To Market Yourself for the Marketing Role You Want - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=154539\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How To Market Yourself for the Marketing Role You Want - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"It\u2019s been a rough few months for marketers. For all the announcements on LinkedIn celebrating the landing of a new job, I see as many (or more) marketers increasingly asking for help landing a new job. Applying for marketing roles today feels like an open-world video game called Tears of the Resume. 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For all the announcements on LinkedIn celebrating the landing of a new job, I see as many (or more) marketers increasingly asking for help landing a new job. Applying for marketing roles today feels like an open-world video game called Tears of the Resume. 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