Take a look at the communications used by Airbnb. What type of content strategy do you think Airbnb is employing? 

The Content Marketing Institute recommends a series of questions to answer in the discovery process for a content strategy:6 Is the target audience actively seeking information about your brand? Is their attitude toward the brand positive? What content or information do they need? Can you help solve a "pain point" in their jobs or lives? What can you offer them that they would care about? What differentiating value can your brand bring? What can you develop that is truly different from and more valuable than that of the competition? What could we develop that will be synergistic with the brand's overall marketing efforts? What do we need to say? What will the target audience be receptive to? What content types will be used? Can the content be developed as a series to increase impact? Where will the content be published and distributed? What resources do you have already or can you acquire to develop content? Can you syndicate content from existing sources? Can you provide value through curating content from other sources? If original content, do the resources exist in-house? Who in the company has the expertise to help? What internal assets and other content do you already have? What resources (staffing, partners, vendor services) will you need?