Initially, we didn't have so much of a concept out there. But I think what's shaping us for us, and what's working extremely well is the notion of campaigns. You'll find a topic that you want to establish for a certain amount of time. They can be short ones, one or two weeks, where you talk about specific topics. Or if we're launching a new product, you have longer campaigns with like all sorts of different content pillars, but also channels in a mix to make sure that you address your buyer personas extremely well.

I believe in empathetic marketing. You have to target your customer. Don't think for yourself, but think about what clients want to hear, how you can actually make them successful, and then create all the different content forms around that.

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