Content marketing today is a two-sided coin of sorts, requiring both art and science to accomplish necessary goals. Without due attention to each element, you may find yourself on the outside. Other brands will find success while you watch.

In other words, focusing more on just one or the other can spell disaster.

You can be the world’s greatest strategist, developing plans and metrics to measure. However, implementing them is a whole different ballgame.

On the flip side, you may thrive on creativity and right-brain approaches to reach more people. However, without data-driven guidance to steer you in the right direction, you may find yourself drowning in the tide of information already available.

The reality is that you need a balance of the two — art and science — creativity and analytics – to be successful in your content marketing.

The president and CEO of marketing agency RAPP New York, Justin Thomas-Copeland, put it this way: …