Define Your Content 'Pillars'

Brandon Garcin, a content marketing manager at Continuum, an IT management solutions vendor based in Boston, suggests developing content around a large, defined topic "or a foundation of a topic that you want to talk about" over a month or quarter – for example, managed security services. That can start with something like an e-book or whitepaper, which can then be spun out into related blog posts and infographics, along with email and social media campaigns to generate interest.