Here are three big content marketing rules.

•  Do not try and do it yourself unless you come from a journalism background. The necessary research, structure, writing and editing needs not just one great writer but a team. Shortcut: find a good agency. And when you talk to them, ask them about their team and expertise.
• Do not mistake content marketing with traditional marketing. You will get ahead of your competitors if you become an organisation that not only provides a product or service but also offers high-quality, informative, engaging content that solves customer problems.
• Do not under budget. In the bigger picture, this stuff is not expensive but it does need to be done right. That means ensuring you are working with a team that is not only talented and works to deadline, but includes sign-off stages so you retain visibility over the content.