Every organization’s content requirements are different. If you are a marketer at a large, global product chain, it may be worth spending a significant amount of time on experimenting content. You might also want to write about what your company is learning, which will involve discussing your product in a way that isn’t self-promotional. Have an experimental and iteration-driven mindset. Like any other forms of marketing, your content strategy will evolve over time. Do not push your strategy into a box. Be smart, creative, and have fun.