“Content marketing” is a term that gets thrown around a lot in this business. Everyone says it’s essential to your brand promotion strategy. That it’s far more effective than traditional forms of marketing, with a much higher ROI. The arguments are convincing enough. So you figure you’ll get on board the content marketing train and see where it leads. Great! But… how do you do it? It’s one thing to say, “We’re going to create content now!” It’s quite another to implement an actual content marketing strategy. So here are the three essential pillars of a content marketing campaign, which will hold you up as you get started.