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.