The channel is not the goal
In the original article, I reflected on the difference between goals, strategies and tactics. Getting to the top of a search result was not the business goal. It was one possible means of attracting customers.
That distinction matters when reviewing a marketing plan. State the outcome first, explain the approach, then identify the work needed to test it.
Match the approach to the customer’s situation
Someone searching for an answer is doing something different from someone encountering an advertisement while reading. The message, timing and next step should reflect that difference.
Do not make search and social compete as abstract categories. Ask how each could help the customer discover, understand or choose the business. Connect the experience across those steps.
Keep learning, and make the work accountable
I wrote about having underestimated blogging earlier in my career. Familiarity with the technology did not mean I understood how people would use it.
Keep that possibility open when evaluating a new tool or channel. Start with a useful job and examine what actually happens, rather than assuming either that everything has changed or that nothing has.
This article has been updated to retain the durable distinction between business goals, strategy and channel tactics.
See advertising where your buyers are and building the business rather than the SEO report.