When the chief strategist of Coyote Logistics wrote a 6,000 word article on mitigating risk in supply chain operations in a trade journal, it was an instant hit. The problem was, it was only an instant hit with people that read technical trade journals. To bring this thinking to the wider business community, Coyote Logistics hired gravity.labs to develop a content strategy and social activation plan. We distilled the article’s ideas into an easy-to-follow white paper. We then used that white paper to create even more content including blog posts and lead generation tools for the global sales team.