The missing ingredient

Every year, the Content Marketing Institute surveys marketers to understand what's working for them. Every year, the leading cause of content marketing disconnect has largely remained the same for the better part of a decade: the lack of a documented content strategy. 

Note the choice of words: a documented content strategy. It's not enough to have a strategy in your head or on your napkin; It works better if it’s documented.

Like a map, it's more useful if it's visible to the people trying to navigate the road. So, don't hide your strategy in your brain. Reveal it to your team, empower them with the right resources, and get out of the way.

In the absence of a documented strategy, the missing ingredient is not an ingredient at all. It’s the recipe.