It is important to look at what marketing does for your business as a whole instead of just the silo marketing.
Everything you do is traffic and content
Being a content creator is part of being a thought leader in your industry. Repurposing content is good. But it also is traffic to you.
Ads keep all search traffic up
It has a greater impact on the whole business than just visibility.
You have to think of the overall health
If you view it as silo marketing, honing in only on one area, you're missing out on the overall lift. If you allow it to, they will all synergistically work together.
In the beginning, things might just be content machine, but they can change to traffic machines.
You might not know your ROI for a very long time. Take podcasting for example. If you don't make it on New and Noteworthy, you can still grow to a popular place on iTunes by sharing with your existing audience.
Commit to being business owners that look at the business holistically instead of in a silo.
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