Columnist Rachel Lindteigen believes content marketing shouldn’t be a standalone tactic — it should help tell a cohesive story and shape your overall strategy.
Content marketing is a growing field and an area that many people and companies are focused on right now. However, the question that often emerges from discussions is, where does it fit within an organization?
Is content marketing a channel like SEO, Paid or Social Media? Is it a tactic within a digital marketing channel? Is it part of an SEO or social media program? Is it a strategy you use to support an overall marketing goal?
There are so many opinions as to how content marketing should fit into your overall marketing mix, but it seems to me that trying to make it fit may be the mistake…