Serendipity is a wonderful thing. But unfortunately not many of us have the luxury of living life on a whim in search of it. We need to put some degree of thought, structure and planning into pretty much everything we do.

I mean … would you consider taking a road trip without at least first charging your mobile device, downloading Google maps, ensuring there’s cash in the wallet, change of clothes and basic sustenance? You might harbour dreams of doing a Kerouac – but let's face it, not that many of us could cope with the reality.

And so why do so many content marketers still not have a fully defined content marketing plan in place? Findings from CMI's B2B content marketing Benchmark, Budgets and Tends 2017 reveal that although a whopping 89% of B2B marketers use content marketing, only 37% of them have a documented strategy.