Currently, what’s absent from many content marketing campaigns is substance. The age of churn-and-burn content mills is behind us. 500 word blog posts are (arguably) dead. Effectively, original content wins.

Three ways you can ensure your content makes a real difference are:

a) Sourcing analysis from experts on the topics you’re writing about

b) Tracking and producing proprietary data

c) Writing from personal experience (and noting the limitations of your unique experience)