Aligning content with product management doesn't have to be complicated. Just focus on the four steps: identify your ideal customer, establish language-market fit, determine your ideal customer's desired outcomes, and fill the gaps with content.
Paid distribution is an increasingly important component of content marketing. But paid promotion goes way beyond Adwords, Facebook, and Twitter ads. These new strategies on existing platforms are well worth experimenting with before they become saturated.
Don't be discouraged if your blog isn't the size of Sumo.com The seven lessons Chris Von Wilpert shares in this post are valid regardless how small your blog may be.