Put the information in the context window of the model.
If you're answering questions on current events, hook it up to a news API and let it take in a user query, return a search to you, and give the result back to the LLM before it responds.
Right now LLMs perform best for factual information if you treat them like flexible glue between the user and your data sources. Any knowledge you leverage from the LLM itself should "static" knowledge that can hold true across all user queries.
For example, you can use the LLM's knowledge of marketing to produce marketing copy via chain of thought. Trends in marketing copy can change, but the actual act of making marketing copy takes a static set of knowledge.
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Don't use the LLM to surface competitors for the product, because one person will ask about 'Coke' and it'll say 'Pepsi', and another will name their founded in 2023 company and it'll hallucinate: especially if you're asking for structured output
Instead let the LLM form some searches, take the results and let the LLM use chain of thought on what defines a competitor, and surface that result