It’s kind of become something of a craze, and it’s paying off for brands massively. Using content topics that are not necessarily ‘yours’ can make a huge difference in traffic and reach.
Basically, it means blogging, tweeting and updating about stuff that people wouldn’t necessarily link to you and your brand.
Sound like business suicide? Well, it isn’t. More and more brands are casting their content net wider to get a piece of the action.