I've learned that it’s not about doing what everyone else is doing—it’s about creating something new that consumers cannot find anywhere else. I often use a Netflix analogy when talking about content marketing. Netflix used to be a platform that you could go to watch movies or TV shows—the problem here is that in this curation model (that’s exactly what they were doing, curating the content of others), there were other companies that sprung up that did the exact same thing. Nothing about this was unique. A consumer could go to Netflix, or they could go to Hulu Plus, etc. So what Netflix did was start creating original content that was owned by them, i.e House of Cards, Orange is the New Black…serious hit shows. This made people choose Netflix over other curation competitors. This is what a successful content marketing strategy should do—increase loyalty because people know they have to come to YOU to find the original, creative content or information they are searching for. This means you have to think creatively and outside of the box—not just do what a competitor is doing on Facebook, etc.