Marketing is a necessity for every business. It’s what tells your brand’s story, attracts new customers and engages old ones. Every successful marketing campaign begins with the right strategy.

The best marketing strategies start a campaign off on the right foot and stand the test of time to keep going. Here, six members of Business Journals Leadership Trust discuss the most important things business leaders can do to ensure their marketing strategies are future-proof.

1. Ensure content efforts are meaningful and current.

Digital marketing is rapidly changing. Make sure you are clear on who your target consumer is and what are relevant messaging or mediums for them. Also, assign a person on your team to “stay current” to ensure your content and efforts are meaningful and yield results. – Aviva Ajmera, SoLVE KC