Channels and tools
Content marketing is the production of material that answers a customer's question before that customer asks for a quotation.
In the articles the strategy starts from the problem to be solved and reaches the product at the end, and it is judged on indicators declared up front: when those indicators are missing, the count of published pieces becomes the only measure available.
An example
A machinery manufacturer publishes a technical sheet every week and counts the sheets. Rebuilt around the customer's problem, the same output changes shape: the sheets become answers to the questions reaching customer service, and the indicator becomes how many of those questions stop arriving by telephone.
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