TurkeyIn this content-rich media world we now live in, it’s more important than ever for companies to create their own content and share it to relevant sources and influencers; this is how you deliver your message, reach your target customers, share your unique offerings and POV, and improve your search results. Content is how you control your message.

But there’s a dark side to a content-rich world: infobesity. Macmillan Dictionary describes infobesity as, “the condition of continually consuming large amounts of information, especially when this has a negative effect on a person’s well-being and ability to concentrate.”

So how does a company dish out the right amount of content? Simple, build a content strategy. Delivering content without a strategy is like serving empty calories.

A content strategy organizes your content assets so that they reach the right stakeholders at the right time – and maps the content to where those stakeholders are in the buying cycle – awareness, consideration, decision or loyalty. A smart content strategy creates a blueprint for content distribution through multiple channels (website, blog, direct marketing, sales materials, media relations, social media, etc.) so that you are always delivering the right content, at the right time, on the right channel.

Have you thought about your 2015 content strategy? What will you be serving?