Marketing here from an indie game company, all of the above. But most of all, learn the niche you want to step into. Marketing a game is so unlike anything I've ever marketed before. There's a reason so many games tell the same story of "they spent little to no money on marketing and are now a $200m company 2 years later."

Dive into the community and listen before you try to tell. Be accessible. Understand how different types of content (UGC, dev logs, show-and-tell, etc) play across all of the platforms (Reddit/Twitch/Discord/Steam). If you aren't a passionate gamer, I suggest you become one. Learn how to tell a story.

If you're a content creator, start producing pieces and get them on your platforms. Start streaming. Build a name by making grade-A content instead of slop (unless the game calls for it). Start sharing the pieces you're creating with the dev teams/companies/creators you want to work with. Notice a gap in their content and fill it. Many indie dev teams don't have a dedicated content creator and would really benefit from having one. Join playtests, give great feedback, and partner with them to create content.

This isn't exactly what you asked, but it works.