Without the author, there's no content. You need to create content around your audience's needs, producing and curating engaging blog posts, videos, infographics and more. Frequency is also important in content marketing since you're in it for the long run.

You need to measure how your content performs in order to steer your strategies in the right direction. Informed decisions are based on what's worked in the past and the shape of your industry today. Effective content marketing is never a shot in the dark.

You need to distribute your content through the right channels and bring relevant traffic to it by using paid, owned, and earned media. Even the best content won't perform unless you can gather the right audience around it.

The content experience is what makes your content convert. It needs to be strategically organized, have a responsive design, and reinforce the buyer's journey with Call-to-Actions. Without it, the content we create is more likely to collect dust than new leads.