'Own a company? Start a blog.' I love this quote by Adam Greenbaum but of course you do not need to own the company to be keen to showcase your knowledge to your customers. The big ticket content pieces are often easier to invest in than producing regular content and it’s tempting to focus on them too much. Companies will spend money on producing white papers, big reports, the expensive sparkly videos but I agree with Adam - focus on getting regular, up-to-date, expert comment up. Publish content regularly and share it. It works.

I have just joined the team at Passle and started to add content to our B2B Content Marketing Passle. This article summarizes exactly why it’s a good idea. Nice to read advice that is in line with what we are trying to do.