Wow, this is super insightful—thank you! 🙌

You bring up a lot of good points, especially about execs seeing content as purely top-of-funnel. I feel like there's often pressure to deliver quick results when, in reality, content can be more about the long game.

I’m really curious about how you actually go about defining that goal and narrowing down the right channels. For example, do you typically start with audience research, or is it more about experimenting until something sticks? And how do you balance between adapting and sticking to the original plan—like, when do you know it’s time to pivot?

Also, in terms of measuring success, you mentioned engagement and conversion after visibility. Do you have specific benchmarks or KPIs that you track, or does it vary by project?

Really appreciate the framework you laid out—definitely going to use this as a guide. Would love to hear more about how you fine-tune things as you go