Einar and I talk about our approach to the Gary Vee content model—the inverted pyramid approach to creating a ton of content and distributing in every way you can. We talk about how primary content gets broken down into micro content, essentially ads that you put out as posts on social media platforms that point back to your main content. We talk about the role of tertiary content—the long-form posts we write that few people read—and why it shouldn’t be viewed as primary. I go into an example of my in-laws’ bookstore, which has taken this model and seen great success as a local business. Even though this is outside of our client base, it’s a really easy example to grasp and it shows that you don’t need much in the way of original content to draw people to your website and achieve your goals.