What is content marketing, and how much should we publish?
Content marketing builds attention and trust by publishing material that is useful to readers whether or not they buy. Rather than publishing frequently, aim to cover every question a serious prospect has before committing. For most businesses, a few dozen substantial, up-to-date pieces are more effective than frequent short posts.
Effective content remains valuable to readers even without the company name attached, and helps them make an informed decision.
In-depth content can rank, be cited and be shared internally for years. Consistent, substantial publishing over time outperforms high-frequency short posts.
Content needs regular maintenance to stay accurate. Updating existing pieces often delivers better returns than publishing new ones.
A practical starting point is to list every question prospects ask between first contact and signing, including questions about price, risk and failure, and answer each one on its own page.
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