Consumer spending habits are changing. Word of mouth recommendations are rapidly becoming the most influential factor in the way people choose to spend their money. Individuals are conducting research on the internet and relying on social media tools to help them make their purchasing decisions. Traditional advertising and marketing campaigns are no longer as effective as they once were. Content marketing, communicating with your prospects without selling, is one way to attract the informed consumer. The great news for small business is deploying a content marketing strategy can be a low-cost option achieving greater results. Even better, the framework for content marketing is probably already in place in your organisation. This talk will explain the shift in consumer spending, describe the different components of content marketing and give detailed recommendations on how you can get started.