Gosh, that's a big question. Good thorough planning is important for a successful content marketing campaign. It is important to define what your desired outcome would look like, who your communities are and what content formats and digital platforms match their behaviours the best. It is a good idea to spend a while listening to what stories are already being shared and consider how good advocates can be brought into your storytelling programmes. It is also important to define what workflows around content creation and approval will look like and how any and all content will be amplified after publication. Analytics are also a matter of consideration, what metrics will be tracked and how these be monitored on an ongoing basis to ensure that the campaign gets ever more effective as it continues. But: don't be scared off - it doesn't have to take an age to get that done!