When you look at content and promotions on your website, Facebook, Twitter or through other media outlets, they would seem to be pretty similar. But there is one huge distinction: Content is something you give to people with no expectation of anything in return – a photo, blog post, video or a link to an interesting article. Promotions, on the other hand, are built around a specific call to action – sign up for this, buy a record, download a song, come to my show. A good marketing plan has a balanced mix. Content grabs their attention and promotions convert that attention into something worthwhile. Not enough promotions and you spend a lot of time and effort for nothing. Not enough content and people will get sick of you asking them for stuff. It's like all healthy relationships, it has give and take. And when that balance gets out of whack, someone is going to leave.