In the olden days of marketing (the 1990s), we talked about positioning statements, the 4 Ps, marketing plans, branding, etc. Some pundits and bloggers might claim that these old style concepts and practices are obsolete and have been replaced with content marketing, social media, marketing automation, SEO, SEM and so on. I suggest these so-called old style, obsolete concepts, strategies and tactics are more important than ever. As professional marketers, I suggest we go back to the future and embrace the fundamentals before we begin to use the modern tools like content marketing.
Embarking upon a plan to ‘do content marketing’ or ‘do social media’ without first preparing a proper marketing plan is like building a house with no blueprint. Adding rooms (marketing tactics) on a whim without an understanding of how each room supports the overall structure (business goals), the purpose of each room (objectives) and how you will decide if the room is successful (measurement) is a recipe for disaster at worst and poor performance at best.
We manufacturing marketers (all marketers) get excited about new technology, new ideas, new media. It's the shiny object syndrome. We're itching to get started with the next promising tactic or tools we are convinced will launch our business onto the next great growth trajectory. The momentum and the enthusiasm are great.