Content marketing is more than just drafting a whitepaper or posting occasionally on a blog. Instead, there should be a cohesive strategy around how content can support and strengthen your marketing communications efforts.

Last week, the water in the pool of Republican presidential candidates got a little hot. You’ve undoubtedly heard about Donald Trump divulging Lindsey Graham’s cell phone number to the world, and you probably heard about Graham’s retaliatory response. I don’t know what the political impact was, but from a public relations standpoint, Graham knocked it out of the park by opting for wit and humor instead of anger or sour grapes.

My husband and I recently visited Chipotle to pick up a quick dinner on our way home. When we reached the counter to order — chicken burrito for him, chicken burrito bowl for her — they let us know that they were waiting on the chicken to finish cooking. We stepped to the side and waited to rejoin the line once it was ready.

We bet your company is on Facebook. And Twitter. LinkedIn. Perhaps Instagram. Maybe even YouTube. And we know you plan ahead, finely craft messaging and post to the masses in a strategic, mostly scheduled pattern that bolsters brand equity and supports current marketing initiatives…..No? At VantagePoint, we help many of our clients with their social media channels, and there a few key strategies to adhere to when deciding to start, or even fine-tune your social media process.

I’ll be the first to admit that I care about misspelled words and punctuation errors way more than most people; in fact, it’s hard for me to read Facebook without cringing. But it’s when I see corporate and professional marketing materials with spelling and grammar gaffes that I really cringe. How embarrassing!

In our techno-happy world that never unplugs, along with the advantage of being able to read Moby Dick without having to haul it around, navigate our way across the country without ever unfolding a single map, and order Christmas gifts for the entire family without ever leaving our living rooms comes the disadvantage that anyone with access to the Internet has—for better or worse— a 24/7 opportunity to fully (and fervently) exercise his or her right to free speech.