Can You Measure the Power of Content?

I had a conversation with a successful founder this week that I wanted to share with you.

He got in touch about driving business to his tech agency selling $80k+ services. He was intrigued by our strategy & approach — and got lots of value from our discovery process.

BUT... he still didn’t fully believe in the power of content.

Because he came from a performance marketing background, he kept coming back to one thing: how much would each lead cost?

I get it — he wanted a clear commercial return. We make sure all clients drive ROI.

With services at $80k+, one additional deal can pay for our work multiple times over.

But even that only captures part of the value. When you judge content purely on cost per lead, here’s what you miss:

Building preference before the sales call. People form opinions about who they want to work with long before speaking to anyone. Your content gives them a reason to choose you.

Differentiating your business. Your experience, perspective and approach show buyers why they should work with you when others offer something similar.

More effective outreach. When someone receives your message and clicks on your profile, there’s substance behind it: expertise, ideas and evidence.

Nurturing your pipeline. Your next client might be months away from buying. Content keeps you visible and builds confidence while they consider their options.

Discovery through search and AI. Useful, publicly accessible content can surface in search results and AI answers, helping people discover your expertise where they’re searching for vendors.

Growing existing accounts. Clients see the wider range of problems you solve, creating reasons to explore additional services or introduce you to other teams.

Attracting the right people. Potential hires get to know your thinking, culture and ambitions before they ever apply.

Opportunities you couldn’t have planned for. Speaking invitations, press features, partnerships and introductions from people you didn’t know were watching.

I’ve seen this first-hand. Content has completely changed my business and opened up doors, rooms and conversations I could never have imagined.

That’s why I find these conversations difficult. I’ve lived the value of it. But if your experience is posting generic AI content a few times, getting two likes and hearing nothing, I understand why you might be sceptical.

The way to think about it, is like PR, relationship-building and demand generation through the same activity.

And this is why we take an ecosystem approach at Triangle.

The content builds credibility and creates signals. We track who’s engaging, connect with relevant decision-makers and start conversations. Your profile gives them a clear reason to work with you, while your content keeps building trust until they’re ready.

And this matters even more when you’re selling high contract values to senior decision-makers. They buy from people they know, like and trust.

So when you’re weighing up the investment in content, consider:

How much business, how many relationships and how many opportunities are you missing out on because the right people don’t know who you are or what you can do?