Brand managers know they must make content marketing a part of their campaigns, but examples and statistics that show its power are only the beginning.
Anyone who starts on a journey into content marketing quickly realizes that it’s not enough to simply say that you’re doing it.
You must have a strategy.
That strategy has to connect into some organizational goals. Every piece of content has to have a purpose, lest you create it in a vacuum. Once you drill down to the tactical level, you have to know which types of content will fit your specific purpose. From there, you should have a robust measurement infrastructure with specific performance indicators that will tell you whether your strategy is effective.