Why Content Is Still King When It Comes to Lead Generation. What kind of content is being used to start and nurture relationships with prospects? According to a study from Focus Research, companies use a mix of content types to attract customers, depending on the kind of business they do: from blog posts, white papers, webinars and other virtual events (especially business-to-business operations) to research papers (particularly businesses that sell to consumers).

And then there’s the kind of content that can more effectively help you build trust with your prospects. Here are some examples:

  • Competitive comparisons (yes, really).
  • Get Resourceful.
  • Address the elephant in the room.

But here’s the thing: Most businesses seem to go out of their way not to address certain questions for fear they’ll open themselves up to criticism or other negative feedback. But on FAQ pages (as in life), it’s better to address the elephant in the room.

What we are really talking about here, of course, is creating content people will find useful. Done right, the content you create will position your company not just as a seller of stuff but as a reliable and consistent source of information. And that, Marcus Sheridan says, is “the ultimate gift that keeps on giving.”

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