You can have broad or deep expertise in the subject. The choice is yours.
If you are in the early or middle stages of your career, this is the perfect time to decide whether you want to expand or deepen.
Here’s how to think through this choice and decide what’s best for your search marketing career.
The T-shaped seller
I base my approach on the “T-shaped salesperson” model: an expert in one area (vertical bar) with broader knowledge in related disciplines (horizontal bar).
This allows for specialization and versatility, a valuable combination in marketing.
There is no wrong choice. Circumstances often dictate the decision.
My starting point for these decisions is the following concept:
I review this concept frequently throughout the year, for myself and others.
Remember:
You have about 40 working years. Even if you made a terrible call, there is still time to correct it. There are many more things out of your control than in your control. Sometimes you’re lucky, sometimes you’re not. Companies can go through explosive growth or go out of business.
The case for being an expert on deep topics
Deep experience: Having a deep understanding of the subject has advantages. Knowing how to navigate strategically and technically can unlock unique opportunities that you would be qualified for, but others would struggle with. This includes understanding the intricacies of algorithms, platform changes, keeping up with constant changes, and developing highly effective strategies.
Demand: Generalists are more common, so demand often drives specialization. You could be an expert on a topic, vertical, or specific problem (eg technical SEO for Shopify Sporting Goods). When this problem arises, you are well positioned to solve it. Demand may also vary by market or company. For example, an agency that wins paid search work can generate opportunities in this area.
Thought Leadership: Deep expertise provides a unique market perspective, enabling thought leadership. You can anticipate customer needs and future trends. Specialists often become recognized authorities, writing for publications or speaking at conferences.
The case is broad
Versatility: Broad skills allow you to engage in diverse conversations and connect dots across disciplines. Many tactics share similarities, such as keyword research for SEO and PPC, or campaign structures for paid social and search. These commonalities make your skill set more adaptable as customer and brand needs evolve.
Big picture thinking: Hyper-specialization can make it difficult to see the bigger picture. Having a broader knowledge helps to maintain a higher level view. This makes it easier to solve complex problems like budget allocation, creative strategies or optimizing the customer journey.
Communication and collaboration: Generalists excel at communicating across teams and departments, ensuring cohesive marketing. They can understand various tasks and requirements, helping to bring projects together and solve interdisciplinary problems quickly.
5 tips to help you make your decision
Value your strengths and passions
Consider what you really like and what you excel at.
Do you prefer to delve into the technical details, or do you thrive on variety and collaboration?
Find something you love. Your interests greatly affect job satisfaction.
2. Consider the market
Research the demand and salary trends for specialists and generalists in your area and industry.
These fluctuate as the industry changes and evolves.
Look at company roles (eg, VP of SEO or VP of Marketing) to gauge the value of specialization or generalization as you move forward.
3. Think long term
Many worry that specialization can limit career relevance or growth, and generalist roles seem more valued.
However, both paths offer opportunities as you progress and require continuous improvement of skills.
Getting paid as a senior specialist (eg, paid search) can be more difficult than a generalist, but true experience commands a premium.
Focus on what you can control and excel at. It creates opportunities over time, although patience is key. Experience and skill are eventually recognized and rewarded, even if initially challenging.
4. Talk to the people in the countryside
Network with professionals who have taken different paths.
Ask about their experiences, the challenges they faced and the rewards they gained.
Their insights can be invaluable when weighing your options.
5. Experiment and explore
Still not sure?
Try different roles or projects to experience specialization and generalization.
This can help you discover what really resonates.
What is the right path for you?
There is no single answer as to whether you should develop broad or deep subject matter expertise.
The best path is the one that aligns with your strengths, interests, and long-term goals.
Carefully considering these factors can help you make an informed decision that sets you up for a fulfilling and successful marketing career.
The opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.
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