I think one thing that brands are not paying enough attention to when planning, creating, and delivering content for their business is knowing their target audience and making sure they are creating content that speaks to that specific audience. For example, if your product or company is for young adults, then making sure you are creating content with those people in mind which also requires keeping up with what influences that group of people and how they find out about certain products or businesses (usual it's through social media or through their friends or other influencers they follow) which I think a lot of brands don't take account of in their content strategies.