You’ve no doubt heard that traditional marketing is dead. Bill Lee from the Harvard Business Review has told us: “Traditional marketing — including advertising, public relations, branding and corporate communications — is dead. Many people in traditional marketing roles and organizations may not realize they’re operating within a dead paradigm. But they are. The evidence is clear.”

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In marketing, we often cast a fairly wide net. We want to capture the broadest possible audience to generate the most buzz about whatever we’re selling. Even with the advent of inbound marketing, content marketing, and all its iterations, we still insist on fishing in the densest of pools.

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Content is king. As cliché as this may sound, there’s still a lot of truth in these three little words — even more so now with all the changes to Google’s algorithms. But in the rush to generate content, we often fail to question its relevancy. For today’s marketing efforts to work, content must be relevant. It must add value. It must get folks talking. It must be so good that it needs to be shared.

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There comes a point in the life of almost any blog where you start to think nothing is left to say. Every tip’s been given, every argument discussed that the frequency of your posts ever-so-gently slows to a mere crawl. It happens to the best of us. But regardless of your industry, there’s always something to write about.

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Social media is relatively new, as far as marketing channels go. And we’re all pretty quick to adopt — adapt, even — any platform we can use to touch consumers. But there comes a point where we try to modify something beyond its original purpose so much that it becomes ineffectual. We miss out on opportunities and squander all of the advantages this channel has to offer.

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