It’s widely accepted that it costs significantly more to acquire a new customer than it does to retain an existing one. Yet many businesses still invest heavily in acquisition while underusing one of their most valuable tools — their CRM.

If you’re trying to grow your business online, content is one of the most powerful tools you have. But not all content works the same — and creating content without a clear strategy is one of the biggest mistakes businesses make.

Why improving your website copy for researched keywords can improve visibility online in your niche.