You need to choose which content suit you the best because all content is not created equal.
Even if they are not currently the target of an active marketing campaign, your current followers and potential prospects are still valuable to you. You need to keep them happy and build trust with them by being a consistent and reliable source of customized, relevant content.
Unlike your marketing campaigns, the content you release throughout ongoing cycles should be diversified. It should target various personas and focus on a variety of types and formats. Take a look at the following infographic to see few different types of content to try out:
Infographic credit: Venngage