CONTENT
White papers, e-books, and original research give you the materials you need to create
targeted mini-campaigns. For example, create short campaigns that share multiple data
points, inspirational quotes, and insightful analytical sound bites from presentations and
infographics. Add links to assets in long form. By doing so, you share valuable content with
your audience and drive traffic to your content.
Users will think about how curated content can help them discover new stories. What
publications and thought leaders do we follow? Are our colleagues, employees, or
customers creating compelling content? Look for opportunities to share content from your
audience. Sharing other people's content builds relationships and introduces different
perspectives. Creating a great content strategy that is always active and showcases your
brand requires planning. Look for a combination of ways to draw inspiration from a variety
of sources, create content ahead of time, and respond to events in real time. Keep your
content fresh and your audience engaged by drawing inspiration from multiple sources
