Content Marketing - you need to figure out WHO you want to target and create personas that go beyond typical demographics....what are their pain points? how do they spend their days? where do they consume content to learn about products like yours, etc. Then figure out WHAT you want to tell them - each persona should have its own story. Then figure out HOW you want to tell each story - video, article, white paper, infographic, etc. Then and only then do you focus on WHERE to tell it - which channels - social? web? print?and so on. Too many companies start with WHERE because it is fun and sexy- but they fail because they don't know who and what they want to say....