When I talk with manufacturers who are new to the concept of content marketing, they are excited to hear about how powerful it is when it comes to attracting and engaging prospects and ultimately turning them into customers. They ask about what kind of results they can expect. They ask about how success can be measured. They ask all kinds of great questions. And then, as they reach the decision that content marketing is something they want to pursue, I can see the question in their eyes even before they verbalize it: “What kind of content can/should we produce?”
