By Rex Hammock, CEO

Glancing around our offices today, I see people working on projects ranging from the development of a video documentary to a monthly customized print newsletter for a network of 60+ wellness programs. Some are working on a digital Ebook series, while others are developing a social media strategy to support the release of that series. Meanwhile others are putting the finishing touches on the next issue of an award-winning national magazine, along with the digital version we’ve published for a client the past 15 years.

Choosing which content marketing tools to use is like a professional golfer choosing a club. Look into their bag, and you’ll find clubs for every situation they may face across 18 holes.

Content marketing today is like a golfer’s bag. There’s no such thing as the perfect set of content marketing clubs that will always work regardless of the situation or the marketer’s skill. There is no such thing as “the best media for content marketing.”

Winning with content marketing requires a knowledge of when and how to use traditional media or the latest digital marketing approach. You may have a modern, state-of-the-art club in your golf bag, but mastering a new putt is still going to depend on the hard-won skill of the golfer.

Takeaway: If you’re going to use the latest and greatest content marketing tool or strategy, make sure you understand the challenges you’ll face and the “clubs” you’ll need. And while you’re at it, hire a great caddie.

(A version of this Idea was originally published in October 2017.)

Image: Getty Images

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