The article mentioned below is well worth a read! For me the key point is that your content (if you are doing it right) should be helping customers to decide whether you are the right fit for them and what they want to achieve and serves to validate (or not!) what they have already heard about you.
Even if they get a word of mouth recommendation, the great majority of people will take to Google to find out more. It's increasingly vital that your website, and the content on it reinforces the story that your promoters and advocates are telling.
It's equally important that your content serves to help the people you won't be able to help make that decision for themselves so that you can spend your time on the people you can....
VALIDATION. This is not a word I hear often – if at all – from the mouths of content marketers. Will prospective customers (or partners, suppliers, investors, employees, donors etc) – after checking the content on your site – be sufficiently validated in their minds that you’re the right company/organisation for them, based on what they’ve heard in advance through word-of-mouth recommendation?