73: Semrush Chief Strategy Officer Eugene Levin- everyone is a marketer

Whether you realize it or not, part of your job is being a marketer. Broadly, every company is becoming a content machine. Effective content marketing is a crucial part of growing a company.  According to Semrush Chief Strategy Officer Eugene Levin, marketing is something that you can’t excel at through just studying- you have to practice. Eugene joined Scott and Andrei on the show to elaborate on how trends such as Tik Tok are creating a generation of skilled marketers and why this is a good thing.   Here are some quick takeaways: Technology goes through cycles where it begins with a high barrier to entry before becoming accessible to the masses. Marketing is experiencing a similar trend. Discovering and capitalizing on trends is a fundamental marketing skill and one that apps like Tik Tok are honing. Education has historically been highly structured, with an emphasis on hard skills- the future of education will focus on developing soft skills that are necessary for building relationships with others. With an ever-increasing number of channels and a finite amount of time spent online, content discoverability is a pressing challenge. Competing with many competitors over popular keywords becomes a zero-sum game- you need to find a niche and then grow out of it.