http://moz.com/blog/the-marketing-department-of-the-future
If you are looking for a way to improve your company’s marketing techniques and bring them into line with 2015 standards and best practices, here are a few tips you should know about today’s marketing landscape and how to take full advantage of these opportunities:
SEO is definitely important, but the habit of focusing all of our attention on SEO topics may cause us to lose sight of the goal, which is to get and retain customers. In fact, sometimes it is best to focus away from SEO per se and instead focus on the overall idea of marketing, including both online and offline strategies in the “big picture.”
Most brands tend to make one of two mistakes: either they ignore SEO or they focus completely on inbound marketing. This is easy to understand, since most marketing agencies push their own products. If they are SEO-centric, the marketing firm likely focuses on SEO. If not, they tend to ignore it or even downplay its importance.
The term “best practices” has become a buzzword in everyone’s mouth these days. However, many people think that “best practices” means you should always follow a certain set of rules or procedures, and this is not true. Best practices are designed to guide behavior in most situations, but there are times when you must break with the rules and do something different. It is important to know when you can safely ignore expert advice and take a different approach in your SEO practice.
