customers start their buying process in search engines
customers do individual research prior to contacting
These numbers mean that your company’s website should include a lot of content, so that you will be found at the top of the Google search results and so that your customers can get familiar with your services on your website, instead of your competitors’ website.
If buying your product requires consideration, information retrieval and comparing from the customer, content marketing is one of the most effective forms of digital marketing for your company, as your customers do a lot of independent information retrieval before contacting your sales team. If they cannot find the necessary information on your website, they will find it from your competitors.
Content marketing cannot be turned off. If you stop to do any marketing for some reason, your search engine optimized content would still bring you constantly revenue through the years.
None of your customers buy your product or service because of good advertisement, but they do so because of good content.