HubSpot provide a great example to follow when building your content strategy. 

At an event last week on 'Marketing to the C-suite' one of the key themes was to use content as a channel for demonstrating value

Addressing the concerns of your target audience and enabling them is a great way to drive engagement and differentiate from the competition. 

A simple, yet brilliant example I stumbled across this morning, is that HubSpot are offering a 'Social Media Content Calendar' to download, complimented with a user guide. 

Although not overly complicated, the content offers tangible value for the audience and helps individuals who are coordinating social media campaigns.