How to be a successful Full Stack Marketer

Credits: Sarah Stanford

To be considered a “good marketer” or what I would refer to as a “full stack marketer,” there are a number of skills that need to be learned, beyond knowing how to advertise. A full stack marketer is individuals that “can create and complete a project from start to finish.” Full stack marketers have expanded their knowledge beyond their area of expertise to learn just enough about different sectors of marketing to the point where they can complete a project on their own if needed. The important thing to emphasize here though is that full stack marketers are not experts on every topic, they just know enough to understand the background and foundation of that topic. I like to relate full-stack marketers to T-shaped people. T-shaped individuals have a specific area of deep knowledge with surface level knowledge in a variety of other areas. It is likely that full stack marketers are also T-shaped people in that they understand a lot about different areas of marketing, but most likely have an area of expertise.

What are some of the most important topics to learn in order to be considered full stack? (these are in no particular order)

  1. SEO
  2. PPC
  3. Email Marketing
  4. Social Media
  5. In-product marketing
  6. Content Marketing
  7. Analytics
  8.  Coding
  9. A/B Testing

There are a total of 21 different topics that considered to be apart of the full stack list, with the ones listed being some of the most important I’ve personally learned so far. Number 8 on the list, Coding, is one of the most important skills to have in your back pocket as a marketer. By coding, I mean HTML, CSS, and JavaScript. Why is coding so important?Well, because you’re going to run into it as a digital marketer, again, and again, and again. Computers are the devices digital marketers use to get the job done, and if you can understand how that computer works, even just a little, your job is made that much easier and you will look like a more desirable candidate to future employers. Some of the other benefits of learning coding include:

  • Not having to rely on a developer as much or at all when issues arise or when building code for your website.
  • Just understanding the foundation of how HTML works and what code means, can help you express problems more clearly to developers.
  • If you’re looking to work for a start-up company, is capable of playing the marketer and developer role simultaneously will definitely come in handy.

Where to start

There are so many ways to learn to code, many for free, that there’s almost no excuse not to. From books to courses offered at Universities or local colleges (for example I’m currently enrolled in computer science 101 at Western Washington University) or even online courses like Codecademy, all provide enough information to get you started. In just two hours, I was able to finish the free courses offered on HTML and start the first section on learning CSS. Here are three screenshots of my progress throughout the two hours below.


After completing the courses, it is safe to say that Codecademy is an excellent option for learning the fundamentals of coding and programming. The free courses for HTML were split up into two sections, “HTML Elements and Structures” and “HTML Tables.” Without even upgrading to the pro (for $20/month) I was able to learn the fundamentals of HTML which is just enough information to read HTML, understand the methodology, and identify any errors in the code. However, I will admit because I already understood HTML and CSS before taking the online course with Codecademy I was able to progress quickly through the lessons, but the site provides an approximation of how long the course takes on average for most. It takes about three hours to complete the course on HTML and 11 hours to complete the lessons on CSS (I believe this is excluding the pro lessons). The sections are divided up into to smaller sections which are then divided into different lessons. HTML had approximately 13-17 lessons for each section and included an activity for you to complete within each lesson, which is great practice for applying what you’ve learned.

Although I didn’t upgrade to pro, it would be highly valuable if chosen to do so. Codecademy builds their courses in a way that is easy to learn and progress through the lessons at your own pace. There are also other courses offered beyond HTML and CSS like learning how to build a website or an introduction to javascript, which is another one that is highly useful for digital marketers.

Final Thoughts

Regardless of the methodology used, learning the fundamentals of HTML, CSS, and JavaScript can help set digital marketers on the track to becoming full-stack marketers. Marketers can’t by with just one area of expertise anymore, it is important to constantly learn more and expand knowledge.

Article written by  Sarah Stanford

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