[akassover]

Consider an insurance agent who sells to small businesses. They have zero software people in-house and perhaps 1.5 people who do marketing.

You tell those people "Write about the businesses you work with. Write about the kind or risks they have... Do the work upfront on education and you will be the obvious place to buy it from."

This works. Very well.

It works very well, if you can get the insurance agent to follow your instructions. In my experience (I co-founded agentmethods.com, which is roughly "Hubspot for insurance agents"), the best insurance agents often aren't the best writers and frankly don't want to do the work.

In a world where everyone wants the results but nobody wants to do the work, you quickly find snake oil sales people showing up selling the promise of no-work instant results. We've all come across those sleazy SEO firms promising first page rankings for a phrase nobody searches for. I'm not saying that Hubspot is that firm, but it is the world they play in.