Why is it that week after week, some companies never seem to run out of content that engages their target audience, while others struggle to get started and maintain consistency over a long period?

There are two reasons certain companies make marketing look so easy. First, they execute on a documented content strategy throughout the year. Second, they view content as a long-term investment in business operations.

If you don’t have a content strategy yet, you’re not alone. But, if your website is ineffective at producing leads and sales; if your social media is a chore to manage; if your email campaigns are unpredictable–random, even–or if you’re struggling to measure your content’s impact on the bottom line, then you need one.