What thing that businesses seem to do is when something new comes along they think they can just slap this on to whatever they're already doing. Campaigns, yellow page ads, print ads, but the key is to integrate your content marketing all across the board. Once you start thinking of a new campaign you should start thinking about content marking and what you're gonna do. Intergration: Behave like one company.
This is an important part of content marketing that you are all aware of your marketing efforts.