• by Wayne Friedman , Staff Writer, June 10, 2014

A marketer’s target audience has always been important, but there is a bigger question to ask when it comes to content marketing.

Speaking at the MediaPost’s Content Marketing Insider Summit, Dan Rubin, executive director of digital strategy of MXM, says while a target audience is important to determine, there’s a more pressing question to ask -- how is your target audience going to share content?

Marketers still want to be “viral” with content but this shouldn’t be confused with planning. “Viral isn’t a strategy; it’s an outcome,” says Jeff Smith, VP/South of Buzzfeed.

Content marketing creation will continue to grow -- because demand and opportunity will be there. Bruce Rogers, chief insights officer of Forbes Media, says with consumers consuming content 24/7, “you’d better be there with some content.”