Why Content Is Still King When It Comes to Lead Generation The right mix attracts search engines, generates page views -- and turns browsers into buyers

Marcus Sheridan is one of three owners of River Pools and Spas, which installs swimming pools and hot tubs throughout Maryland and Virginia. Since joining the business in 2002, Sheridan has spearheaded tremendous growth at the company--despite years of record rainfall, a housing slump and a flagging economy.

A big reason for that growth, Sheridan says, is how his company presents itself. "I used to see my company as a 'pool company.' We installed lots of swimming pools, and therefore we were a pool company," he told me when I interviewed him for my book, Content Rules.