Approximately 4.75 billion pieces of content are shared on a daily basis, however, 50% of marketers say they do not have a content strategy. This SlideShare presentation likens ideas without insights to throwing darts in the dark. It describes three main types of insights crucial to your business' strategic decisions:

  1. Audience insights: psychographics including attitudes and behaviours; needs, wants and goals; life stage; level of understanding; other brands they follow; interests; and motivations.
  2. Cultural insights: influential figures/movement; language and memes; historic and current news; and rules and mores.
  3. Competitor insights: what are competitors doing to reach their audience?; who comprises their audience?; gaps in what they present and what your audience needs/wants/desires; how you compare.