To get content marketing right, never forget these three essentials:

Quality of the content: This means a professional team – coming up with the right topic, with a targeted brief, then deep research and accurate writing and editing. Try and take a shortcut and… well, I’m sure you have read enough bad content out there. And it affects your brand and your revenue.

Distribution: You want smart, wide reach. Publish on your company website (blog), then under the named author’s LinkedIn. Get social and email distribution going, then push for your content to be syndicated in the press.

Measurement: Check your content’s digital footprint. Count impressions and clicks across social and email, and estimate media reach based on the media kits provided by the publications. Use Google Analytics to check site traffic and how your content is playing a role.

Get these three right and you’re in the game!