The Content Layer bridges the gap between your customer’s needs and your brand’s offering. It is the third of @Rob's six layers of modern digital marketing. Content isn’t an optional aspect of digital marketing. In order to fully achieve your online marketing goals, you need to have a consistent content strategy. That doesn’t mean creating any and all content. Your content needs to be strategic and backed by reliable research. You need to understand the intent of your content so you can position each piece to align with your target persona’s aspirations and pain points. Remember, content is not the end goal, it is the catalyst for conversion. The Content Layer encompases the many steps involved in content creation that come before you can click Publish. This includes market research, strategy, consistency, style guide alignment, CTAs, and repurposing.