Branding is one of those difficult-to-define words like “justice” or “equality.” It means something different to just about everyone, so much so that some people begin to wonder if it means anything at all. Well, it does mean something, and it's actually pretty important.

Some of the most important activities in any business are brand building and maintenance. This is particularly true for startups. Content marketing is an effective way to build and maintain your brand image, and to market at the same time. But there’s more to content marketing than meets the eye.

Whether you're writing print advertising copy, creating a commercial web page, or something in between, the bulk of your time and energy should be spent creating a good headline. You may think that’s an exaggeration, but it's not.