Your customers use search engines, that's a fact. They search words and topics that they are pumped about. They can learn about you, trust you and eventually buy from you if in that search, they find your content that touches them on an emotional level. Every visit to your web presence is an opportunity to build trust and make a connection. Highly researched content could bring your customers to you. Helpful content can solve your customers problem and help them make a purchasing decision.
How will you tell it to your customers and your employees?