content is king
In a World of noise and opinion, it's difficult to identify and connect with your audience. Tricks won't do it. Only well-written, well distributed content can truly take flight in today's Internet culture. Text, photos, video. Well-produced and well-placed.
Measurement provides the evidence
How do you know if your content is moving anyone to action? How do you even know if they're reading or viewing your content? By measuring. Without true, diligent, and professional measurement, you have no way to prove that you're having any impact.