Executing B2B content marketing programs involves a broad scope of roles and competences. So a condition for success is having the right person for the job. Managing the proven 7 step approach to B2B Content Marketing discussed in our e-book can best be done by a ‘T-shaped content marketer’.

The T-shaped marketer is the ultimate all-rounder. A T-shaped content marketer is a seasoned content marketer with expertise in multiple marketing facets. For example, he or she may be great at content marketing, and also has a proven track record of doing awesome things with SEO and blogging. But they’re also competent in other marketing facets like marketing automation, design and analytics. They’re just not as savvy as they are at the first two facets. This is what we call a T-shaped content marketer.

The horizontal part of the “T” is the broad knowledge about marketing. It’s all of the other facets that you’re familiar with—but not necessarily absolute expert in.

Then, the vertical part of the “T” shows the singular depth of knowledge on one subject. It’s the marketing facet that you are an absolute expert on. In this case, it would be B2B content marketing.

T-shaped content marketers are generalists with content marketing as specialty. They are a great primary contact between your agency and your client. They can look at an entire marketing strategy, understand each part of it and run projects.