So much of marketing "depends" as communication continues to become increasingly situational, which is probably why "I don't know" is probably the most honest answer today (I prefer "it depends"). But there is a more scientific approach at our disposal.

Generally, it seems to me that we want to conduct research, make a hypothesis (to narrow the approach), execute the approach, and then measure the results, which allows us to expend (or shift or reduce) any program intelligently. Of course, like you mention, it's critical to define any challenges or objectives well before creating content.

All my best,
Rich

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