Most obviously, a marketer's career in content (or a content creator's career in marketing) can take the form of being a writer. You could establish yourself as a jack of all trades -- not a bad place to begin if you're just getting started and trying to find your super power -- but as your career progresses, you might consider specializing if you want to stay in a writing function. This specialty could take a few forms; here are some of the most popular: Short-Form Content: things like blog posts, tip sheets, copy for emails, newsletters Long-Form Content: things like whitepapers, ebooks, or even real books (the ones you can hold in your hands ... or download on your tablet) Content for an Industry or Persons: specializing in a certain audience, like the C-Suite, or analysts, or perhaps gaining expertise around a particular industry, like manufacturing, insurance, or pharma Content Format Types: Carving out a niche in specific content format types, like ebooks and whitepapers, research reports, or webinars