When the marketing industry first shifted from outbound to inbound marketing, many marketers dropped their old roles of content interrupters for new ones as content creators. But that shift is still producing aftershocks, and to keep up with your competitors today, you need to understand what APIs are, how they integrate with your content strategy, and the social insight they bring to your website. Don’t worry — APIs might seem complicated, but by the end of this post, you’ll know how they work and what using them entails. Here’s a brief definition of an API, followed by some key information on how to make one work for your business. What is an API? An API, short for automatic programming interface, is a series of rules. To be even clearer, it is an information middleman. APIs allow for an application to extract information from a piece of software and use that information in their own application, or sometimes for data analysis. In the plainest terms, an API is a blueprint that enables

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