"Great content builds a loyal and responsive audience, which will respond to advertising too." - Larry Burstein, New York Media

Producing thought-provoking, in-depth, and integrated content is important - but only if someone is there to read it. Think through why, when, and how your audience will interact with your content. Not all channels are created equal for your brand. Invest in those that mean the most to your customers. Think of your strategy as "user-first" instead of "channel-first" - go where your users are instead of where you think they might be.

Understanding the preferences of your audience will help ensure that your content gets seen and shared. Research where customers in your target age group, income bracket, or industry spend the most time, and focus more of your efforts to those channels.

"The goal should be to 'go where your prospects are.' By doing this, you enable your target audience to pull down your content when they want it, and in the way they prefer to consume it." - Eric Enge, CEO, Stone Temple Consulting