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This can help brands identify the content capabilities they currently have and those that they wish to develop.

The article suggests the components brands must have to develop a successful content marketing strategy. Using declarative statements, they should define their goals which combine both the descriptive and proscriptive aims.

The author recommends identifying the internal and external resources available to the company. This allows brands to identify what capabilities they currently have or need to develop to achieve a desired marketing goal.

To be able to craft the “best possible” content experience, it is vital for businesses to understand who their customers are and getting a sense of their current and future consumer expectations. Companies can do this by understanding how customers discover the information needed to make purchase decisions. Also, brands should be mindful about what’s essential for customers throughout their information journey.

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