Jason Falls is the Senior Vice President of Digital Strategy (& Director of Bourbon Integration) at  Elasticity, a digital marketing and public relations firm. Think digital-era Don Draper (especially with the bourbon). Jason produces a ton of content, not only for clients, but he has  two books of his own. On this episode of Content Pros, Jason shares that whatever the content, long-form or short, there are two things to remember:

1.  Keep sight of the overall strategy.Don’t get so enamored with tactical executions and ideas that you forget what the overall strategy is. Get everyone on board, top to bottom. “There should be triggers in place to make sure that everyones is pointed in the same direction.”
2.  Plan to measure.From the start, build the expectations of the metrics that you’re going to generate before you talk tactics. “It’s identifying the audience that is ultimately going to purchase your product and making the path to conversion as smooth as possible for them.” You can’t do that if you haven’t started measuring what works and what doesn’t.