One thing all of us can agree on is that the substance of a fantastic content approach is about producing quality content and submitting it to the right, most passionate target market. Following are six must-haves: Truth No. 1: Be Clear About Your End Game. You absolutely need a clearly defined goal/KPI: What on earth is the purpose of this content? I like to stipulate that content usually fits into one of two camps on the internet: news you can use or a time-waster – an item that is entertaining and inspiring. Are you simply trying to evoke an emotion or engender a relationship? Or, are you attempting to provide value as a thought leader with actionable information?