How the AEC Industry Should Think About Content

The following Apple ad does an excellent job of making the connection from Brand to Content to Engagement and Relationship and back to Brand.  Remember that all content creates user experience (how your clients feel, think, and act about you and your organziation). What experiences do you want your clients to have when they read or view your content?  Do you want them to be smarter?  Do you want them to take a particular action?  What is your thematic storyline?  What do you want your clients to feel about you (OMG - engineers are going to have to think about and understand feelings!!!)?