There are four distinct stages in advancing toward content-marketing mastery, writes OneSpot CEO Steve Sachs. The first stage involves thinking about the nature of the content and appropriate format. After that, the content novice seriously considers distribution channels, taking ownership of the process. In stage three, content marketers "care less about growth and scale numbers than we care about connecting with the right people," says Linda Boff, GE executive director of global brand marketing. In the final stage of mastery, the marketer examines return on investment and revenue attribution, Sachs writes.