Identify your most popular content in 2013 and the most popular types of content on the sites where your customers hang out (blogs, forums, social media, etc)
Have monthly, if not quarterly brainstorms of the kinds of content you want to create. There should be a mix of photo, infographic, video and text. See how to get content Ideas
Note that not all content has to be targeted only towards buyers. Value can also be added by providing content interesting to other people in your niche, even those that aren’t going to buy—they might still share. Learn More about Content Marketing Misconceptions
Create a schedule stipulating how often you are going to create content. It is important to be consistent in content creation—if it is a blog, you must blog regularly. If it is a resources section, you must make sure it is kept updated.
Make sure your PR staff are aware of all the resources you are creating and promoting