The moving parts within a marketing organization often get tied up in the mastery and performance of specific tactics like content creation, search engine optimization and social media marketing. Not seeing the forest for the trees can cause some blindness towards the bigger picture.
Before a business decides how, why and what to optimize, socialize and publicize, it’s important to take a step back and ask this essential marketing question, “What are we trying to do?” The answer is usually pretty obvious: “We’re trying to get more people to buy what we’re selling!”
That’s the big picture for most companies, but practical online marketing objectives will be unique to each company’s individual situation. The role of content works across departments and the interaction between departmental content within a company can actually amplify overall business outcomes.