1. For this exercise, remove your marketing hat and put on your publisher hat. Make a list of possible content you could create for your brand’s customers, potential customers, or infl uencers.

What common problems does your customer face? Can you provide tips, advice, or solutions? Do you have existing content somewhere that is not being accessed or used to its full potential? Also consider delivering value in other ways. An entertaining video or story can be just as engaging to a consumer audience. After you generate a list of ideas, go back and look for real opportunity to generate real value for your customers while meeting socialmedia-

strategy objectives.