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There’s a mistake lurking in your 2015 marketing plan. It’s a doozy, a real whopper. It’s probably lurking in your plan right now if you’ve made one, and if you haven’t, it’ll be in there when you do.

The mistake is this: 2014. And 2013. And 2012. And so on. The past is what’s in your future marketing plan, and the past is going to hurt you.

Every day, I talk to people, to colleagues, to friends, to clients, and to prospects. Every day, I hear people mention outdated knowledge, knowledge that is now ineffective or outright harmful to your marketing. In years past, it was good advice, but times change.

SEO? SEO became content marketing and public relations.

Social media marketing became content and paid media marketing using social platforms.

PPC became RTB/RTX and programmatic.

The grand strategies haven’t gone anywhere – make great products, market where your audiences are, avoid saying stupid things out loud – but the implementation certainly has. The tactics you’ll use in 2015 will be different than even in 2014.

So how do you keep up? How do you figure out what’s relevant and what’s out of date? Here’s what I do: go old school and subscribe to a few email newsletters to keep up with the changes. If you can make time once per week to read through a handful of emails, you can keep up to speed with everything that’s going on.

Digital Marketing

My colleague Scott Monty publishes the excellent This Week in Digital, which is a must-read.

Content Marketing

Jay Baer’s One Thing is an excellent daily big idea delivered to you.

Social Media

The Social Fresh newsletter rolls out on Tuesdays with what’s new in social media.

Paid Media

Though new, Larry’s Links from Wordstream promises to have lots of good paid media insights.

Search/SEO

Hands down, Search Engine Land has some of the best roundups out there when it comes to SEO, SEM, and local search.

My Newsletter

My Almost Timely newsletter a little more eclectic – it’s a roundup of what I’ve shared each week, broken out by category. Even so, it’s heavy on marketing news, so you’ll still get the goods.

Can you make the time for this handful of marketing newsletters? If so, you’ll drive the past out of your future and always be working with the latest knowledge.


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