According to Buddy Scalera, (Senior VP Ogilvy CommonHealth Interactive Marketing), content travels across multiple platforms, so it should be developed and delivered in a way that is “platform-agnostic.” Strategic goals for content must be aligned to move people through the sales funnel or consideration process. Audit analysis must be conducted to determine if gaps exist.
Content should be personalized. Content creation should be a multi-phase process: Ask a lot of questions, figure out what your customers want, determine what already exists, think like a publisher, and make it part of your process.
Content is more than text and is not always consumed the way you think. Content is not limited; data the audience wants to consume on their mobile devices is different from what they want on their computers.
Original source : http://contentmarketinginstitute.com