In many markets, advisors, consultants, and other influencers shape what buyers choose. These people also turn to search when they look for frameworks, explanations, and resources. Your Information Center can speak directly to them.

Create content for the people who recommend you

• Write articles that explain how to evaluate options in your category.
• Address questions advisors hear from their own clients.
• Provide neutral, practical guidance that builds trust.

This helps influencers see you as a useful reference, not only a vendor.

Make it easy to share your content onward

• Keep URLs clean and permanent so they feel safe to share.
• Use clear summaries at the top so advisors can quickly assess relevance.
• Invite advisors to join email lists tailored to their needs if appropriate.

Over time, organic search can help you quietly build a network of people who bring your Information Center articles into their own client conversations.