Connect to consumers in context. Having great content is not enough.
Consider the context in which it will be consumed. Are your consumers looking for quick-hit information on their smartphones, snackable content on Facebook, or in-depth information on your website?
Create visible value. What topics can you credibly provide value on, through information, education, or entertainment? Don't just create it; make it clear where the value is provided.
Continuously measure and optimize results. Go beyond tracking data to measuring impact. Tie results like brand lift, content shares, and unaided recognition of the content to metrics that run the business like leads or sales.