Once they have that print publication in their hands, the chance of them spending quality time with your content goes up dramatically. It invites itself to be read, even if it is put down for a while. Not so with an eBook or online catalog. The smallest interruption will drive it off the screen, never to be seen again.
Everyone agrees about the toughest sales problem today — customers are mostly through the buy cycle before they contact a supplier. There is less opportunity for a sales person to engage the customer during their research phase. It is harder to influence the buying decision by getting involved early in the game.
These days content marketing is just about the hottest topic around. And for good reason — it really works! If you create relevant and useful content for your industry, you will attract and engage your target market. It will become a crucial competitive advantage that pays dividends year after year.
The rationale that is usually given for publishing quality content is to improve your standing with the search engines. Google knows that if people are staying on your site for a while, that probably means they found some useful content.
But improved ranking is not the most awesome thing about content marketing.