Do you know your audience–the person or group in the organization you are marketing to?
Decision makers can be anyone, but usually is one or more of these folks:
Great points about content marketing in this article on formulating your content strategy. The 10 points are all good, and here are my faves:
2. Business objectives. Make sure to determine what you are trying to accomplish with the content, think about the results you want and how to achieve that, and, of course, how much you want to spend to get there.
6. Spaces. What is your distribution strategy? Your website is a key spot for distribution and should be part of the equation. But there are many other ways to share your content including media exposure, email, newsletters, events, and more.
8. Schedule. The best content marketing programs are planned ahead. This ensures a constant flow of information as well as the ability to time content to specific milestones.
By the way, if you aren’t a member of MarketingProfs yet, I recommend you join. It’s a great resource.