1. Business Goals
Now that it’s hot, far too many companies are creating content just to be able to check that box on their marketing tactics chart. “Let’s do content marketing” is replacing “let’s do social media” and “let’s try to go viral” as the most commonly heard – yet utterly rudderless – corporate mandate. Content can serve different purposes within a company, and the best content marketing programs define the role of content beforehand, not after the fact.