More information now gets created daily than in entire decades of previous human history. So it goes without saying that if your content is stale, it won’t be seen.

Your brand needs to develop content that understands the needs of your audience and is personalized to what they want. If you know your audience is already thinking about their summer holidays, develop a video guide to your best destinations. If you know they’re loving a new show on Netflix, develop a blog post that helps them ‘get the look’ of the main character.

You might understand who your audience is, but do you know where they are? In this case, think more broadly than simply their physical geography. Where does their attention live? Do they use certain social media platforms, and when do they log on? What devices do they use to access them?

There is a big difference between someone who gets most of their information via emails flashing up on their smartwatch, compared with someone who gets their information from watching Twitch live streams on their phone.

No brand exists in a vacuum. This is particularly true for ecommerce brands where the online competition can be fierce. There is an ongoing battle for attention as brands compete to be seen before the next distraction takes over.

What channels are your competitors marketing on? What content are they creating? Who are their main spokespeople? One has to analyze and then look for the blank spaces which your competitors are missing.