Content Marketing - you need to figure out WHO you want to target and create personas that go beyond typical demographics....what are their pain points? how do they spend their days? where do they consume content to learn about products like yours, etc. Then figure out WHAT you want to tell them - each persona should have its own story. Then figure out HOW you want to tell each story - video, article, white paper, infographic, etc. Then and only then do you focus on WHERE to tell it - which channels - social? web? print?and so on. Too many companies start with WHERE because it is fun and sexy- but they fail because they don't know who and what they want to say....

This is the $64,000 question.....There are so many factors that come into play here - competition, relevance, SEO, SEM, content marketing, and the list goes on....The bottom line is that "if you build it they will come" never ever works. A rule of thumb, whatever your development budget is, double it for marketing. You have to tell your story on multiple channels to educate, inspire and engage your audience. So many companies fail because they spend all their budget on development and forget about marketing.... my .02 cents....