What happens when your competitors are talking about themselves but you are producing resourceful content? You win!  So how can you write helpful technical content for manufacturers? First, it needs to come from the brains of subject matter experts. Second, you need to extract that knowledge from their brains and use their insights to fuel your marketing strategy.  Toby Wall, thinker and senior writer at Gorilla76, joined this episode of the podcast to discuss how to create great content in the manufacturing space. Toby and I talk about: Where should content expertise originate? Why should subject matter experts expect to play a role in content creation? How do you extract expert knowledge and turn it into credible content? Resources we talked about: They Ask, You Answer: A Revolutionary Approach to Inbound Marketing How to extract expert knowledge from your team and turn it into incredible content “I need what’s in your brain” – Why we insist on interviewing subject matter experts To ensure that you never miss an episode of The Manufacturing Show, subscribe on Apple Podcasts, or Spotify, or here.