As someone who has been on both the consulting and client side of marketing for many years, I know how quickly you can become overwhelmed with everything you should be doing.  Marketing tactics are constantly evolving, technology is moving at the speed of light, keeping up with social media is a full time job and since you know that next marketing department re-org is right around the corner, you are also constantly fighting to make yourself relevant, knowledgeable and valuable to your employer.  And that doesn’t even count doing your day job.  How do you balance all of this and still get some sleep at night?

First, I would recommend that you choose your battles.  You can’t do everything, so you need to decide what is most important.  There are two dimensions to this.  First, what is most important for your employer?  What will help you meet your company’s goals as well as your marketing department’s goals?  What is going to get you the best return, get your company or product’s brand recognized, or sell more?  What are your customers concerned about?  What will make your boss happy?  Second, you also need to think about what is important for you and your career.  Pick an area you love and nurture that.  Maybe it’s social media or technology or data.  Dig into that a bit and you will quickly find new skills that will help you advance your own career as well as give you personal satisfaction.

Second, I would recommend you prioritize your efforts.  It’s kind of the same as choosing your battles, but really it’s more about figuring out how to do one thing well then moving onto the next.  When you know how to do something well, it takes a lot less time and effort than those things you don’t know how to do.  So prioritizing your efforts will help you tackle that list in no time, whereas fragmenting your efforts across too many things at the same time can just lead to frustration and failure for the whole list.

Finally, don’t be afraid to enlist some help.  No one can do all of this alone.  Maybe you need to work together with your marketing team to share the load better.  Maybe you need to hire a person or agency with the skills you are looking for to learn from.  Maybe you need to join a group or go to a conference to learn more.  In any case, take the time to do it and ask for help.  Going it alone will not lead to more fame or fortune for you or your marketing department.  The world is changing quickly and you just can’t keep up with everything on your own.  No matter how much experience or education you think you have, there is always something else to learn.

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