We just read this Forbes article and immediately thought that it would make an excellent read for you as well. It's called How To Create Content Marketing Unicorns.
In it, Henry Devries gives us his perceptive insights on content. Here’s one that’s particularly thought-provoking:
Before you invest time developing and sharing content on a social network, consider whether your customers are likely to be using that network.
Have a look at the complete article for more of the author’s observations.