The most successful marketers tend to be skyscraper builders. They understand how their role fits into the overall plan. Which means they have a base understanding of what everyone else is doing, too.
Having that context can only make your work better. What’s more, you can avoid being commodified—being thought of as “the content guy” or “the SEO woman”—and expand your role.
You don’t have to be an expert on everything, of course. But even if you never touch one of them in your current role, it’s important to have a basic understanding of these eight concepts
