I’m going to advocate a lightning rod for criticism — the dreaded silo — and share my vision of vertical silos actually improving our content marketing strategies and moving the industry a step forward.
Before I can do that, what exactly does the word “silo” mean?
- I’ve seen discussions about breaking down departmental silos between sales, marketing, PR, customer service, and so on.
- There are also media silos for channels such as video, graphics and design, website, and social media.
- SEO gets its own silos and sometimes even content creators are siloed.
While the meaning of silo is interchangeable, opinions that silos need to disappear are consistent. But will taking a hard line here really benefit our content marketing strategies — particularly for niche marketing efforts?Continue Reading