There’s so much emphasis on content generation in marketing today that three giant facts get tossed aside. First, the content has to be something the prospect wants. Too many marketers focus on what they need the prospect to know, and not on what the prospect wants to know. Second, it has to be well-executed. Even the right message, if done poorly — boring writing or shoddy video — repels prospects. It takes time and money to do it right. Third, it takes commitment to a calendar. You can’t throw a bunch of content together in a flurry of activity, then wait a few months to do it again. It has to be constant enough that the prospect looks to you first, and everyone else second. So the next time you think about a content strategy, remember the true meaning of the word – what’s it made of?