Why being a generalist has given me an edge in content marketing
Many people assume that specializing in one area is the only path to success in content marketing. But what if being a generalist—someone who’s good at many things—actually gave you an advantage?
In my experience, having a broad skill set has allowed me to adapt quickly, take on a variety of challenges, and ultimately thrive in roles that demand flexibility.
The big picture: Why specialization can be limiting
When you limit yourself to a specialized role, you often miss out on seeing the bigger picture, making it harder to adapt to changes or pivot strategies.
This rigidity can stunt your growth, especially in industries that demand flexibility like B2B SaaS. I’ve found that relying too much on one specific area can box you in, while real growth comes from drawing on various experiences.
Throughout my career, I’ve moved through several marketing roles—starting with event marketing, then evolving into blogging, social media, email campaigns, digital ads, and partner marketing. Each step taught me something new and widened my perspective.
It wasn’t until I began blending these experiences that I realized how being able to shift between different skills gave me a real advantage. I wasn’t just focused on one thing; I was understanding how all the pieces fit together to create a stronger, more dynamic strategy.
The benefits of versatility in action
When I joined Encircle, one of my first tasks was leading a comprehensive content audit to improve our site’s search rankings. On the surface, it seemed like an SEO-driven task, but as I dug deeper, I realized that it also required strong writing and a solid understanding of analytics.
I had to refresh old content, optimize for keywords, and make sure that everything aligned with audience intent. It wasn’t just about driving traffic—it was about making sure the content was valuable and useful to our readers.
What could’ve been a narrowly focused project turned into an opportunity to showcase my wide-ranging skills. The ability to navigate SEO, content creation, and data analysis allowed me to deliver a more holistic solution. We didn’t just see an increase in traffic; we saw an increase in engagement and conversions, which is what really mattered.
How generalist skills led to my career growth
Being a generalist has not only allowed me to manage a diverse set of tasks, but it’s also helped me gain recognition and trust within my teams. When I moved from being a marketing manager to a content writer, my background in campaign planning and content distribution gave me an edge that many other writers didn’t have.
Instead of focusing solely on the artistry of writing or creating perfectly polished pieces of content, I was always thinking about the bigger picture:
How can this piece be promoted effectively?
How does it support the overall business goals?
My experience in managing campaigns allowed me to see how every content piece fits into the larger marketing ecosystem—something that came naturally because of my time spent planning and executing marketing strategies.
This approach led to recognition, as I wasn’t just writing for the sake of creating content, but writing with a clear purpose and a plan for how it would drive results. This strategic mindset helped me contribute more value, not just as a writer, but as someone who could bridge the gap between content creation and marketing execution.
How being versatile can help you succeed in content marketing
By embracing versatility, I’ve managed to thrive in a field that’s constantly changing—and you can, too.
Whether it’s writing, SEO, or analytics, the ability to navigate multiple disciplines not only makes you more adaptable but also more valuable to any team.
So, if you’re feeling the pressure to specialize, take a step back and see how your varied skills can open doors you didn’t even know were there.
