As marketers, we invest in creating or sponsoring content, such as white papers, case studies, and podcasts in order to reinforce our brand in the mind of our target audience. While we think our tactics work, our jobs would be easier if we knew exactly what types of content our customers and prospects prefer and read - and, better yet, pass along to their colleagues.

With the advent of self-publishing tools, anyone can get a Web site up in under an hour. And a surprising number of people have done just that.