Social media is kind-of unstable. Hear me out…

Algorithms change at random, platforms rise and fall, media formats come and go. Instagram, for instance, is so hellbent on keeping up with TikTok, that it’ll practically abandon its core competences in reckless pursuit.

Nonetheless, content marketing IS modern marketing. It’s like I’ve said time-and-again:  marketing without content is like a bow without arrows. It’s empty! So don’t mishear me… because I’m definitely NOT advising that you cease your social media efforts. At the same time, don’t let it be the end-all-be-all.

End of day, WHAT are you building and WHERE else are you leveraging your content? For example, in blog posts, digital ad-campaigns, or repurposed in postcards? (Remember my “thumb-mailer” video? https://bit.ly/thumbmailer).

Frankly, content creation is way too much work to limit its distribution.

Given the ever-changing impermanence of social—it’s critical to have at least one foot of your marketing on a steady base. Like email, for instance—always there for you, steady as a rock. So build your list of subscribers! Video may be my favorite marketing “format,” but—as far as marketing channels go—email’s the G.O.A.T.