What type of content is your highest performing? I'd look at this in both converting to sales but I am more specifically thinking about actually being consumed. I find myself as a consumer am far more likely to fill out a form for a 3rd party written white paper than a video of the CEO telling me why I want their product. I am working on some campaigns and I just don't have the data points to really examine what format of content is high performing.
I have a feeling industry and audience are going to play a factor, so if you could list those in your responses it would be awesome.