Content marketing is thriving. Thanks to its biggest fan: Google, who knows when a company is following a content plan.

Yet, according to Marketing Profs & the Content Marketing Institute, 63% of businesses don’t have a documented content strategy (even though they want to).

Content marketing requires commitment and therefore, a plan. My first suggestion for developing that plan? Get alignment on your objective. Is it lead generation, brand awareness, customer retention, website traffic or something else?

Without an established goal, you’ll fail every time.