The adage always be closing is now always be helping. The internet puts you in front of your client long before you see or speak to them in person. Think of a helpful clerk in a retail store. You are much more likely to buy something if the experience is helpful and positive than if it is confusing and unpleasant.
Professional, helpful content builds trust with your prospective clients as they are getting to know you online. The basic idea is to build that trust and keep them coming back for more during their shopping phase.
How-tos, info-graphics, Top 10 lists, instructional videos all engage today’s internet user and drive them deeper into your site and closer to a closed sale.