Research is critical to success and shouldn’t be skipped by moving too fast to tactical execution. It underpins the diagnosis of where the opportunities and risks are for your content strategy, and reveals what the goals should be, where your priorities lie, and what content will likely be most effective.

Developing clear objectives and key results (‘OKRs’) helps you to focus on what really matters for your clients and for your business. What are you trying to achieve? What does success look like? How will you measure and know when you get there? Answering these questions will help you set off in the right direction.

It’s always tempting to jump straight to action. It feels and looks good. But this can be counterproductive. ‘Fail to plan; plan to fail.’ A good plan means you can make your mistakes on paper, work through how you are going to achieve your goals and plan capacity and activity effectively.

This is where the rubber hits the road. As Jack Welch said, “Strategy is pretty simple: pick a direction and execute like hell.” Strong execution involves developing content using science and art to create regular high quality engagement with clients and prospects.

It’s all about impact. You need a marketing measurement framework that also tracks key content performance metrics - and these need to be understood and interpreted sensitively. You need to exercise judgment to decipher what the data is telling you. We are content data experts and can tell you what’s really going on.