How Do You Create Non Commodity Content?

The next question I was going to ask y'all is how do you create a higher level of content, content that is asking questions instead of proclaiming expertise? But then how do you get it in front of people? Like the reason we started gaming headlines on LinkedIn and gaming things on Google. It's because we want to be where the people are. And if we as brands start trying to create content that is our buyer's favorite, it doesn't look like doing short term hacky or manipulating algorithms.