This document discusses content marketing strategies for student unions. It defines content marketing as communicating without selling by delivering valuable information to customers and prospects. The key is providing consistent, useful content that rewards the business with loyalty. However, student unions often focus more on self-promotion than what students want. The document suggests unions create content based on problems students face and topics of interest, like choosing housing or appealing grades. It provides examples of effective content types and emphasizes reusing content and being passionate to inspire students.