The Content Marketing Certification course by HubSpot was a refresher on a few key lessons that I plan to incorporate into my next content strategy. Three that stuck out to me include:

1. Working with team members from across the organization to hold one-hour ideation sessions and build out the sub-topics of the pillar content strategy. The goal being that everyone contributes and we walk away with 10+ specific topic ideas.

2. Content re-publishing: The last few content promotion strategies I’ve completed had little content re-publishing planned out in advance and I see this as an opportunity to expand the content’s reach, getting more value out of the same content.

3. Paid promotion of high performing content: A tactic I’ve practiced successfully but have likely been too conservative with when it comes to budget and how long we pay to promote the content. When good content performs well organically on a social channel, dedicate advertising dollars to promoting it and benefit from high engagement rates and lower CPM/CPC.