People crave substantive content whether it’s about the latest gadget, their dream vacation or a new restaurant. Just look around. No matter where you go, everyone has their head down looking at their digital device. Some studies show that more than 60% of web use now takes place on digital devices.

With a wide variety of content types available, it can be difficult to determine what will be most effective for your brand. As you prioritize, consider five components to help create a robust content marketing plan.

Budgets

Research suggests B2C marketers who allocate approximately 30% of their marketing budget to content garner the most effective ROI. When presenting your own budget to decision makers, it’s critical to demonstrate how priorities will be met with the proposed allocation. Provide proof how money already spent made a positive impact on the bottom line and explain how the new budget will boost efficiencies further.

It can also help to break large budgets down into the smaller projects and pilot programs, showing how they’ll increase leads and cut specific costs of things like operations or customer service.

Context

Not all content is created equal. Context plays a big role in influencing consumer behavior. It allows you to develop unique insights to create better marketing across all devices, channels, localities and brand experiences.

Context not only takes the “who” into account, but the “when, where, why and how.” It means targeting customers with personalized content on a deeper level.

Size

While 240-character tweets might work for some brands, there’s been a subtle shift to long form content in recent years. However, most customer are weary of the typical 500-word piece. It’s too long to be social media and too short to tell complete and intriguing story. A study by Buzzsumo showed that people are more likely to share a lengthier, in-depth story than short topics that say next to nothing.

That doesn’t mean all content deserves 2,000 words. If you’re writing a piece and only need a few hundred, the answer isn’t to keep writing. Pick topics that can be expounded instead and tell a story that’s helpful rather than long-winded.

Visual

Quality content is the key to strong engagement, and today’s consumers crave more visual stimulation. There’s so much noise online that many marketers can only reach their targeted audiences through visually-driven storytelling. Standing out and being remembered demands that your content be creative and entertaining.

Credentials

While anyone can create content, not everyone can develop it at a high level. Brands need to invest in professional writing. This can come in the form of freelancers, agency partners and specialty shops. Choose experienced content strategists who can lead the way and provide the requisite partners for execution. Otherwise, your investment may not yield adequate ROI.