Content speaks for itself. It speaks for a company. It speaks to the people.

Most business websites are sorely short on content. Sure, they have sales content and information about the company, but so few today are actually putting out high-quality content about relevant topics that make their websites more of a resource. Today, people want to trust a company before doing business with them and content is the easiest way for them to understand that you know what you’re doing.

It’s not just about having information for visitors to see in order to convince them that you’re an expert. It’s also about having things to post about on social media. Many businesses spend time going through feeds and reading blog posts by industry professionals to find content for their Twitter, Facebook, and Google+ accounts. While pulling from outside sources has its benefits, why would one want to always drive traffic to other sites? Why wouldn’t they take advantage of their own expertise and post content that they put together on their own sites?

In  this infographic by Content Plus, we look at the anatomy of content marketing. It’s important to understand that just selling all the time isn’t effective, that being a resource means gaining trust, and that people can find you in more indirect ways than direct ways in today’s content-driven digital era.