Content: Creating rather than buying

Business no longer has to rely on media publishers or content creators as the gateway or the gatekeeper to an audience. Content can now be created, not bought.

This means that you, as a business owner, have to be in the business of creating and sharing useful and relevant articles, blog posts, images, videos, infographics, white papers - and whatever other content your consumer might find valuable - over your web real estate.

Understand your target market

Before you can create this content, you need to understand your target market, which takes some research, time and effort. But once you do, you're empowered to create bespoke content that's tailored not only to your consumer's needs, but to your brand's needs and requirements in terms of content, too.

To be successful within content marketing, as a brand you must in essence think and act like a publisher in the way that Redbull, Unilever, Coca Cola, P&G, American Express and many others have done. You can bring in new staff or leverage off your existing staff for ideas and content.

Many companies in fact already have a wealth of content locked up in old vaults and drives - think about case studies you did last year, consultations that went well, successful business pitches etc - once you start digging you'll be amazed at how much value you can 'unlock' from within existing assets.