Content is about indirect promotion – of your brand, your services, your products.

The question, then, is what type of content works best and how best to deliver it. What many companies don’t realise is that they have a lot of original research just waiting to be converted into high-quality original content.

That research might be white papers, reports, or just the combined knowledge of you and your team. But by taking this, and creating readable content, you are building a vital bond of trust with your customer which will prove vital when it comes time to purchase.

In fact, after ‘word of mouth’, original research ranks at the top when it comes to what has the most influence on a purchasing decision-maker. And sharing that research via e-mail is the most popular method.

So it’s time to audit your company knowledge, then start sharing with your customers and prospects.