A couple of companies I've been with found great success by building learning materials for the areas we serve, but also adjacent areas.

Basically, by focusing on educational content for your customers, you get them on your web site when they are just starting to learn about the problem area you cover, and this becomes a great organic lead generator.

Obviously, content farms and constant Google algorithm changes require remaining active and producing more content, and having good site metrics and scores, so it's not necessarily cheap. But the companies I've been with never got penalized because it was real content written by people for other people.

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