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Content is the best way to engage with an audience. If you are experts in a particular subject matter, build a content pillar on your website for that content. With a content pillar, you can build SEO organically as well as show your expertise in your topic. Audiences who enjoy your content will happily exchange their contact information in order to download it in a digestible format, such as an e-book.
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Annual reports of statistics and trends are also great ways to get some media coverage and have great content for social media. The following are several e-books and in-depth reports that I have been instrumental in creating: