Buyers complete 70% of their decision process before they talk to salespeople. Until then, buyers develop relationships with companies through content.
And not just marketing content. Many if not most buyers consult technical manuals and similar information before they buy.
Companies are starting to realize that their revenue increasingly depends on content – but their content often sounds inconsistent, long-winded, pompous, and complicated.
To create content that successfully builds relationships, it must be more than consistent and accurate; it must also be warm, easy to understand, and enjoyable.
More info at http://ow.ly/ybD3s