No matter what industry your company is in, or if you sell a product or if you sell specific services, having company content is key to growing brand visibility online.

It’s not the only key to being seen online, but also helps attract the right prospects back to your company website.

Yet, content is not as simple as just publishing something and then a ton of leads will come piling in.

In fact, being the most effective at your efforts requires your organization to focus heavily on content research. This most likely falls into the marketing departments laps, but sales teams should also have a part in helping with the content research process.