Marketers often have a hard time explaining the value of content marketing. I hear sales focused teams ask "why do we have to write all of this stuff?"
Well, one of the many, many reasons is that prospects evaluate various sources when making a buying decision. Everyone starts with a google search and gets deeper from there.
Your company needs to be creating or influencing the creation of as much content in the chart below.
Source: How Do Enterprise Buyers Research New Software?