When it comes to marketing, everything you do should be done with a purpose. Whether it is posting on social media, creating content, or sending out an email, every marketing tactic should align and support your overall marketing strategy. Your marketing strategy integrates all of your marketing objectives and goals into one plan. Your marketing strategy is the foundation of your marketing plan.
Content marketing is all about creating and distributing valuable, relevant, and consistent content that is targeted to your customers and is on-brand with the ultimate goal of driving customer action.The best thing about content marketing is it’s sustainable. Unlike advertising and other traditional methods that have a limited time span, quality content can provide a return on investment for years and years into the future.
Small business owners need to align their website with their business. Not only should your website support your marketing objectives, but also the customer’s journey. As Simon Kingsnorth, digital marketing author and expert, explained, “Smart marketing is much more than shouting about your product and much more about taking customers on a journey.”