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This article helps you deal with the overwhelming scope of digital marketing today.  Having a plan and path is the most important part.  The author has tried to simplify the path as much as possible.  He suggests that there are three layers. They are:

1.  Base Layer

These are non-marketing specific subjects that provide a base to build from.  Subjects in the base layer are used throughout the subjects in the next two layers.

2.  Marketing Foundation

These are marketing subjects you should know that are used across almost any channel you use.

3.  Channel Expertise 

The third layer is where you will need to make some choices.  Channels are all the different ways you can reach your audience.  It is near impossible to become an expert in all of the online marketing channels AND stay up to date on the latest changes.  Each channel is changing unbelievably fast in addition to new channels emerging.

  • AS

    Adam Seabrook

    almost 5 years ago #

    Link seems to be busted for me
    That looks like the new domain.

  • IC

    Ian Chan

    almost 6 years ago #

    The list of resources provided is absolutely insane - I know what I'll be doing for the next few months.

    • BB

      Brian Balfour

      almost 6 years ago #

      I'm glad you found it helpful. If you have questions as you go through materials, my email is on my about page.

  • SE

    Sean Ellis

    almost 6 years ago #

    Wow, agree Ian - this thing is very comprehensive. Thanks for submitting it Ryan!

  • MB

    Morgan Brown

    almost 6 years ago #

    This is an awesome post. The only thing I disagree w/is his stance on PR. Early stage PR can mean a great deal in terms of User Acquisition, Investment, and just general tail wind to your other marketing programs.

    Love the resources—can't wait to dive in.

    • BB

      Brian Balfour

      almost 6 years ago #

      Morgan, I actually think we might agree. I also think it can be tail wind, but not the jet engine to your growth strategy. I cringe when I have startups come to me and have "PR" listed as their growth strategy. If your product/business doesn't support one of the other main drivers (Viral, Paid, Sales) then you probably don't have a business. I also dislike PR for early stage because it feeds ego and is mistaken as a measure of success far too often.

      That being said, I'm also personally biased :) I enjoy the quant side of growth which is why I enjoy paid, viral, etc channels more.

      • MB

        Morgan Brown

        almost 6 years ago #

        Brian—I agree, definitely not a lever you want to bank on, and because PR tends to be "chunky" and not sustainable or predictable you have to take it when you can get it and not bet your business growth on it.

        Additionally, I've seen so many startups angle for a TechCrunch write up when their product is for a completely different segment of the market. TechCrunch visitors tend to perform horribly in terms of acquisition and long term value, unless your product is built specifically for that audience.

  • NS

    Naval Saini

    over 5 years ago #

    I don't see any list of resources???

  • PV

    Philip Verghese Ariel

    almost 4 years ago #

    Hi Brian, And Ryan
    What an epic post it is!
    Lot of information filled in with a good number of connected links!
    Thanks for providing such a lot of valuable information. I like the T formula!!! Yes, "Shape Yourself Like A “T” "
    That is indeed a new concept!
    I am bookmarking it for my further reference and study.
    Keep sharing
    Best Regards

  • JS

    Jay Sekulow

    over 3 years ago #

    Extremely useful article! Thank you for sharing this.

  • PM

    Piyush Mathur

    almost 6 years ago #

    Slow and steady wins the game, Great tips Mr. Balfour!

  • MH

    Mandy Hong

    over 5 years ago #

    Thanks for sharing, very comprehensive list of resources!

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