Like most new firms, Bourn Creative started out taking any and every job that came along. Jennifer Bourn and her husband and business partner Brian Bourn worked non-stop and looked forward to the day when they could be more discriminating about whom they accepted as clients and could have more freedom and flexibility with their business. Referrals helped, but they needed something to give their referral engine fuel. That something turned out to be content marketing.
Jennifer started with a newsletter and a year later she added a blog. Writing regularly and fully optimizing each piece for SEO improved the firm's search engine performance and increased the number of prospect inquiries. Now, referrals—which come from happy clients as well as subscribers to the newsletter and blog—are responsible for 90% of closed sales.
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