Not your usual article about content which immediately drops down to the weeds of A/B testing etc, but asks the question, does your content strategy have a  strategy?

It's a good question.

I recall a company undertaking some research on personas and finding that the target persona, Finance Director like facts and don't like diagrams.  At the same time, Marketing was producing Infographics, which obviously wouldn't suit the target Persona.

With 85% of content never read, it might be worth have a session in terms of the strategy, your value propositions and the message you want to get over and then maybe the content you need?

As a Marketing Director I used to work for said "No marketing departments ever said they had all the budget and resources they need" often it's about using the budget in the right places.