The document discusses how content can support sales teams by establishing thought leadership. It notes that 82% of B2B buyers are influenced by online search results for a company or individual. For those too busy to blog, it recommends hiring a ghostwriter to post content that positions the company as an expert. A ghostwriter would brief on business areas and create regular blogs to promote on social media. This improves online search results and allows companies to look like thought leaders in their field when prospects research them.