If you’re focusing solely on ads and promos, stop!

Instead turn your attention to good original content and be sure you’re publishing this at a steady pace. This will satisfy your company’s marketing function and indeed your soon-to-be customers.

The evidence is in the numbers. In fact, the Content Marketing Institute found that “over 70% of consumers say they rather learn about a product or service via content than ads.” That’s whopping! But it’s not just any old content – it needs to be well-researched, original and provide thought-leadership. The Institute also found that “78% of marketers believe that custom content is the future of content marketing.” This is up from just 19% who believed this in 2006 (so you can really see where this is going).

We’ll leave you with another study that found “61% of consumers are more likely to buy if a company produces custom content.”