Writing great content is a choice. You can choose to put in the time and work required to create great content and build a prosperous brand. Or you can choose to take the easy path and write poor content – a path that ultimately will get you nowhere. It will only result in a waste of time, energy and resources. Your content has to be better. It has to stand out. And it has to strike a chord with your audience, and engage your influencers. You can’t write that kind of content consistently off the top of your head. You need research.