Businesses using online marketing to increase brand footprint will agree when I say it’s not easy keeping up with its rapid evolution. While there is no doubt Internet marketing is a great way to generate brand awareness, it’s becoming increasingly difficult to keep pace with the changes happening in this domain. New skill sets have to be learned and at times existing knowledge has to be thrown out of the window.So, how do you ensure your business’s web-based marketing campaign comes along fine, in spite of all these changes taking place? The answer lies in hiring people whose expertise allows them to keep up with the rapid evolution of online marketing and implement the necessary changes for business benefit.Traditionally, the business’s online marketing campaign was led by SEOs. Gradually, pay-per-click (PPC) experts were added to bolster the campaign.But the world of marketing was changing. Social media and content have now become the major drivers of a successful Internet marketing campaign.Marketing strategies like SEO, social media marketing, content marketing, etc. do not exist in a vacuum, they are interlinked with one another. Take, for example, the case of SEO. It needs to walk in-step with a brand’s content marketing efforts. While SEO is primarily used to build high quality links, content marketing is used to build enduring relationships with customers. But, Google loves quality content. It expects businesses to consistently publish high quality content, which will be rewarded with high rankings on search engine results pages (SERPs). Great content published on high authority blogs helps create a high authority link juice, which is absolutely crucial for ranking on SERPs.