In addition, we rely on those who have the ability to identify special database content within the highlights and amplify the content in the right way. So, of course, we have a lot of technology behind us, but ultimately building a social media capability in a business is about building a culture that understands the consumer, your brand DNA, and then enables people to jump on high-quality content. Or how engaged consumers are when they see it. Hands-on Content: 45+ Content Tools Examples for Creating, Organizing, and Measured Social Media Survival Guide for Content Marketing Special Databases South: 50+ Tips CCO: Are you looking for some type of rental? Silberbauer: From my perspective, it's really about empowerment. We are looking for people who can work independently. Of course, they have to be incredibly digital and have to be able to connect with a global audience. at me We have 10 or 15 different nationalities in our team. My special database is the only original Dane (Lego was founded in Denmark). We have people from Europe, Africa, Asia and America. We create an atmosphere where people share purpose-driven ideas. At the end of the day, it's not just about creating great content, it's about avoiding special databases that create erroneous content that could cause offense. CCO: What marketing tools/solutions do you have in your arsenal? What do you depend on and what have you been through? Silber bauer: We use a lot of technology platforms; you really need to partner with top companies and even to make sure you have a technology stack that is both responsive and innovative. Our challenge is to use a scalable Raster to Vector Conversion innovation platform with the right organization. Hands-on content: 7 ways technology can empower salespeople This article first appeared in the August issue of Chief Content Officer. Sign up for a free subscription to our bi-monthly print Brush magazines. Learn how the world's best brands are solving their content marketing challenges. Download our eBook: Get Inspired: 75 (Plus) Content Marketing Examples. The editor of this site's special database is one of the most visited career sites in the world. Her mission is to restore the brand's voice and reconnect with targeted job candidates. To do this, it shifted resources and budget from outsourced agency relationships to in-house talent and increased its staff from three to seven. result? The efforts to date on the special database have paid off in many ways: 29% increase in monthly page views compared to last year Nominated by Digiday as a finalist for Best Internal Brand Studio Content 2016