Branding: Your Stories and Content Should Have A Purpose

All stories, all content should have a purpose. You should never create content just for the sake of creating something.

"Content, Content, Content! Everyone else is doing it, they say we should be doing it. Let's get some content created!"

If you're just creating content because 'that's what everyone says we should be doing,' then how are you going to measure your return on your efforts?

Creating content takes time, resources and money so before you jump in and start creating it, be sure you have a purpose for what you're about to do and clearly communicate that with your content creators.