Content creation is playing a greater part in brand strategies, to the point that it's now one of the main concerns for businesses.
However, probably the most important aspect of your content strategy is to have one in the first place. Often when a company blog, Facebook page or Twitter account has been passed around between agencies or by internal staff, the content can become very disjointed without supporting the brand in question or serving any real purpose for the audience.
So, think cross-device.
A real challenge for brands today is how your content fits across multiple devices. With access online now diversifying across desktop, smartphones and tablets, you need to have a strategy that takes all three into account. Your content is inevitably going to show up on all three of this so it must be created in that way.