It’s always worth bearing in mind that content can’t exist in a vacuum – you still need to promote it, deliver excellent service and build relationships, but, by putting content at the heart of that process you’re also putting the prospective customer’s need at the forefront of your marketing too.

As you say, a perfect way to ’set yourself apart from your competitors’ – especially if you have a necessarily long sales funnel.

Thanks for the insight.

Content is king in my mind and a major part of the branding process. Show exactly what you are about, what you know, what you do and set yourself apart from your competitors.

When it comes to providing a quote and making a sale (which may be months or years down the line), how will the customer decide between you and your competitor? Lowest price, or the re-assurance that you have given them excellent information (for free) that has been useful over the past weeks or months?

It’s an easy choice (to me anyway). But it takes a little effort and a medium/long term view. You can’t do it overnight!