“It’s all about having the right bait in the water,” says Danielle Berg, chief marketing and corporate communications officer of Aprio, an Atlanta-based CPA and advisory firm that has a BV practice. She says 82% of business-to-business buyers in a recent survey say a firm’s content had a significant impact on its buying decision. “What they’re buying is what it’s like to do business with Aprio—and is it better than Firm X or Firm Y—and I think, through content, you can give them a glimpse of that,” she says in an article. The firm produces an article every business day and asks partners for an outline that gets handed off to a former reporter leading a cadre of writers and a consultant who oversees SEO optimization. “Content marketing really does work,” Berg says. One tax partner generated $750,000 in new business in 2017 through a monthly newsletter.

Extra: You don’t have to hire a team of writers to produce a lot of strong content. Take a look at BVR’s Content License, which gives you unlimited use of content from BVR. Put it on your website, publish a newsletter, send it an e-mail and/or e-zine—use it any way you want!