To enable this dialogue, Hakola and Hiila encourage content strategists to analyze their own content with ROT-analysis (redundant, outdated, trivial) with which one mechanically assesses each piece of their content rating it as per the three given categories. The results of the analysis should guide you towards steering the content you put out towards the right direction, whether that be in terms of the themes used in the content or the platform used for it.
In addition to looking at your own doings on the web, it's equally important to be following on what the different target groups are doing there. With big data and web analytics there is no need to guestimate stuff any longer. Instead you can follow what people are doing pretty precisely and create content accordingly. By following on what the audiences are talking about your organization, brand or product you gain knowledge of how you're perceived, what to utilize in your content and observe what perhaps needs steering away from.
Essentially, everything boils down to the question of how to create great, interesting content. Sure, this is a question virtually impossible to answer to, but Hakola and Hiila remind to look beyond the obvious. Far too often content is too advert-like (solely about the product) meaning that it doesn't interest anyone, not really. And therefore, content marketers should find larger, but still related, themes to their products providing an angle from which they can be discussed and displayed.
OK then, the concept of content marketing well in hand now, but lacking the tools? No probs! I found an excellent listing of current content tools available from Digital Information World.