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Copy and content work together, built on strategy and backed by data. The most successful content marketing happens when a plan comes together. Shooting from the hip is for emergencies only.

Quality and targeting are the most important attributes of great content, and they happen as a business process, not a ‘campaign.’

Content achieves its goals when they’re clearly defined as part of a broader strategy. A plan that should tie in with search, your other marketing channels, your social efforts. A plan to get you more customers. (Otherwise, why bother?)

When you build a coherent strategy that leverages content and copy together to reach the right audience, great things – sometimes surprising things – can happen.

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