By the time customers are ready to talk to your sales reps about a product or service you provide, they will be prepared with information about your company, your products, and your people. You can count on that. The percentage of buyers likely to do their own initial research over the internet is in the 70% range.

There is so much information available online that few seekers find it necessary to go past the fourth page of Google search results to locate what they want. If your company isn't found by then, chances are your prospective buyers won't make an additional effort to locate your company data. They may not even remember that your company exists!

Sales representatives are now being engaged closer to the end of the buying process than the beginning. Buyers who aren't presented with information about your company through their online searches, your blogs, or your web site are likely to favor a competitor who DOES create this type of information - and makes it easy to find. The sales forces of companies that prospects have researched online are going to be the first to get called.

With the availability of information-sharing networks like Linked In, Facebook, and Twitter, potential customers may be searching for information provided by friends, colleagues, or simply contributed by strangers with similar interests or business challenges. Who would you prefer to match up a prospect's needs with solutions? You, or someone you don't even know?

Informational Content Makes a Difference in Two Ways

By creating content with real informational value you have a chance to educate prospects about industry trends, share best practices, or relate real-world results. And you can do this before you ever know individual prospects are in the market for what you sell. Establishing a relationship based on the customer's trust in your company as a reliable source of information makes it easier for them to buy from you. They will know that your company understands their business and you have resources that can help them be successful. You are perceived as more than just a vendor competing on features and price.

Clients who use our content-creation services approach the challenge of getting relevant information in front of prospects and customers in two ways. First, publishing articles and information so that search engines can index the material is the way to provide content to buyers who are unknown to you. This is especially important if your company offers products similar to those marketed by larger and better-known competitors. Publishing useful content that contains key phrases used in prospect internet searches moves your company towards the top of the search results.

Secondly, we generate communications for our clients that are sent directly through newsletters and bulletins, or posted in blogs and social networks. These publications help companies deliver useful and interesting information to their known subscribers, followers, friends, fans, and contacts. Consistently publishing informational content is critical to ensure your company is top-of-mind when a prospect starts making a list of possible vendors who can provide solutions that are needed.

Producing marketing copy is great. But adding a well-managed program to distribute informational content makes it possible for smaller companies with slim budgets to compete effectively. It puts you in control of your message instead of leaving it to chance.