Benefits to you
Get discovered: Crank up your visibility as self-directed consumers find you through natural search and social media recommendations.
Support sales staff: Answer consumers' questions with articles, white papers, videos, podcasts, etc., to provide a support structure for your sales staff and channel partners.
Control your story: If you're not publishing stories about your company, somebody else is (or not)...and they may or may not be driving traffic to you. Don't fall into this trap. Be the one to tell your story, and let others repeat it for you.
Move potential customers through the sales cycle: Different people need different answers at different times. Each answer you provide to a different person on the decision making tree brings that potential customer closer to a sale.
Turn customers into repeat buyers and evangelists: Continue providing valuable information after sale and customers will see greater value in their purchase and will spread the word.
Get recognized by influencers: If you report on, comment, and talk to other thought leaders you'll get on their radar. Inevitably they'll talk about you too.
Cumulative investment: If you only spend money on advertising for the month of January, its value is lost in February. With custom publishing and custom content, the content lives on and its value builds on itself.
