Consumers are on average 70% of the way through the sales funnel before engaging directly with your brand. Content Marketing allows you to influence decision makers well before they have made up their minds.

A 2013 survey by Roper Public Affairs, 80% of business decision-makers said they prefer to get information via articles, not ads. Seventy percent said content makes them feel closer to a company, and 60% said content provided by companies helps them make smarter buying decisions.
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Content marketing is about building value and trust before earning the right to ask for a sale. A 2013 article Building trust for your brand in today’s social age by Trevor Young further explained the value companies need to deliver before going into the hard sales pitch.

“We need to earn the right to pitch. Today, companies need to be respectful of their customers, to contribute to their lives in ways that are relevant and meaningful. Today, it’s more important than ever to deliver value over and above your products and services.”

Content marketing is your chance to earn trust and become a resource centre, delivering content that solves problems; answers questions and can inspire action.

The main purpose for your content is to be a resource for your audience – by building value and trust with your audience, you will gradually earn the right to ask for a sale.