Start with being nakedly honest about what your strategic or business goal is in investing in content creation. If it's just growing inbound volume, and there i

Start with being nakedly honest about what your strategic or business goal is in investing in content creation. If it's just growing inbound volume, and there is nothing wrong with that, use attention arbitrage. Find out where your tribe is hanging out. And join the conversation. In an authentic, genuine way. But if you have a larger mission. More than growth. Priming humans for a multi-planetary future for example. Then you need to think deeply about design and innovation. Not just for the messaging, but also the channel you will be delivering upon. It's like the difference between a marketer who reads an article in Wired and thinks "we need to get our brand on VR". Then they assign a budget, hire an agency to make some thing fast and drop it. Adding another bit of litter to the already noisy and crowded airwaves. Versus some thing like LEGO or IKEA's experiences that allow you to virtually place new products in your living room and purchase on the spot. Serving as an incremental move to a place where consumers can customize designs and even 3D print products.