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Similarly, you might put out a piece of content around machine learning, for example. This is one of our newest practice areas. In fact, we recently got our first major client in this space. Now you put out that content purely because you are trying to demonstrate thought leadership so that you can then pitch conferences, so you can pitch press, so you have a ready body of your work. And more importantly, when you get that referenceable material, then suddenly you're doing the classic SEO netherlands girl number interlinking, you're supporting your core sales pages. It might not be the thing that converts, but it gives enough of a signal so that your pages that do convert, pages that tell, okay, here's our service offering, here's what we have available, here's why you should contact us over anyone else, suddenly those pages are converting at a higher rate as well.




bit creative in terms of the terms that you target. So giving people strong, comprehensive breakdowns is perfect when you're thinking about large, mid-market and enterprise customers that are likely to do a lot of research upfront before they come and engage with you. Classic example of this, we wrote a piece about the pros and cons of outsourcing to Latin America. It was a very comprehensive piece. It detailed all the different regions of the world. It was very unbiased in how we put it together. But needless to say, we put that content together for a particular purpose. Well, what do you know when we had Wolters Kluwer, a 3 to $4 billion, I believe they're a healthcare company, they came to us. And when I went back into our HubSpot to track, sure enough, the first place they saw us was because they looked at that piece about the pros and cons of outsourcing to Latin America.

Now, why does that work? That works because while it is a piece of objective content, there is still a level of subjectivity. The subjectivity being our developers are based in Uruguay, Argentina, Colombia primarily are our three big countries. And so we're going to put those countries in the best possible light, we're going to make our case for them. But by presenting that information with the pros and cons, you're actually giving people the information they need to make that purchasing decision. I think this is one of the biggest fallacies that companies fall into. They always try and tell every customer or every prospect, oh, we're so amazing, and they try and ignore any downside. They think it's bad to talk about downsides. I've always been of the opinion that actually, if you are radically honest in your marketing, if you're acknowledging where you exceed and where you fall short, you are going to build way more trust with a prospect because prospects are not stupid. They know, they know there are always trade offs every time they make a purchasing decision within this field. So rather than ignore it, why not highlight it? Why not say, if A, B and C is what really matters to you, we're great, but if X, Y, and Z is what matters to you, maybe you'd be better off choosing someone else?