As content marketing has become increasingly competitive, quality and depth of content are what differentiates the best bloggers in the business from the rest of the crowd fighting for online attention. You already know research is vital to writing a great post, but writing in-depth content takes more than just reading a Wikipedia page. Instead of relying on online sources alone, you should explore and find experts in your field to interview and use as sources for your posts.

Katie Martell, co-founder and CMO of customer intelligence startup Cintell, got her start in the marketing world at B2B data service provider NetProspex. The Emerson College graduate subsequently served in content and communications roles at PR agency Version 2.0 Communications and research firm Aberdeen Group. A Massachusetts native, accomplished speaker and self-proclaimed “scotch enthusiast and ska aficionado,” Martell shares the story of her journey of growing her customer-centric company here in the Hub.

Whether you’re being asked to drive leads, establish thought leadership in your vertical, or raise brand awareness through content marketing, there’s an asset that can help. The key is knowing which content type is appropriate, and how to use it to your advantage. To that end, I’ve compiled a list of suggestions below to help get you thinking about your options and why you should work them in to your editorial calendar.