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Build trust with content that people actually use. This might mean its good enough to; bookmark to refer to later email to a friend or collegue refer back to later yourself get shared on social naturally get linked to natually Content that does this is helpful (new info or old info just more detailed or done better than anyone, or put in a new way) entertaining - gets people to laugh, cry, feel inspired teaches something shares something personal innovative. I always refer to this to jump start my brain with ideas. -Dan