The customer obsession mantra has been the tune of 2016 in marketing. Focus on your customers’ needs. Pull not push. Invest in getting to know your audience (because there’s a good chance you have no idea who they are). It’s all been great fun. The recurring theme in all of this of course has been data - collect as much data as you can from as many different avenues as possible. The more concrete insights you can gather about your audience, the more likely it is that your content will engage, possibly even convert.