This article from Seth Godin is a good reminder about marketing platforms.
Creating assets for your customers on a consistent basis is one marketing activity that has and will always work.
It's also a key component many businesses miss and end up struggling with traction. I've stopped counting the number of businesses who fall on hard times because they stopped marketing or let it slide when it mattered the most.
Also bears repeating: make sure all of your marketing assets aren't owned by a single company. If FacePinInstaGoo changes their mind, you won't want to lose everything you've built up.
This is why I've built my consulting, books, and apps businesses on stable platforms where I can control the assets. It's not perfect (impossible) but it's resilient.
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