A The most important starting point is knowing what you are trying to achieve – this is the starting point for any kind of marketing. What is your business objective, who is your audience, what do they need, what does your brand stand for? With those building blocks, you can build your content strategy. Most important is to know what you are trying to do with your content. How will your content provide value? At Wunderman we use a framework we call the ‘content currencies’ that books at all the ways a brand can provide value through content. Once you have your strategy you can determine the best approach for executing against it – both the creation and distribution of content.

A As is so often the case, budget is always an issue. More specifically, content production is always a big challenge – how do you feed the content beast that demands ever-increasing volumes of content that is fast and cheap and high production value? Not easy! My advice for brands facing this challenge is to consider all the content sources available to them – they may have more than they realise if they do a thorough content audit, and they can leverage UGC and other existing content (e.g. licensed content). You don’t have to create everything from scratch and indeed you may not want to, even if you could.