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Example: Aura’s in-depth guide on protecting against identity theft is an educational piece that subtly promotes our identity theft product. Integrate BOFU content: Mention your BOFU content in relevant sections, using in-text links or inline banners to create a seamless transition from educational to sales content. 4. Listen to your customers (and talk to them) One of the most effective ways to discover new content ideas is by listening to your customers' conversations. Their questions, feedback, and concerns are rich sources for the content they seek.