• Seek out timely topics that pose challenges for your customers

• Play the contrarian or unexpected angle

• Be bold and imaginative in your storytelling

• Avoid the “everything to everyone” trap

• Find customer insights in the trenches

• Embrace martech that fuels creative editorial content

• Explain not just “what” but “why”

• Uncover what’s next for your customers

• Use big picture thinking to condition the selling environment

• Showcase your people to earn credibility

• “Pay it forward” by teaching customers how to solve a problem

• Aspire to consistency and longevity 

• Align with trusted, recognizable voices outside of your company

• Think in terms of headlines

• Entice readers along a journey

• Simplify complex stories with a human touch 

• Begin at the end

• Engage with sales early

• Adopt measurement tools aligned with your priorities

• Beyond “how many,” focus on “who”