Content marketing is a growing way businesses are seeking to connect with potential clients. The idea behind this type of marketing, is that if a potential customer searches for a problem they are seeking to resolve and discovers relevant information, they are more likely to be interested in that business.

But what if the potential customer relies on that information to their detriment, without contracting services of the business? For example, a potential client searches for a solution to their electrical problem, finds information online, relies on that information and gets injured. In this case, the potential customer may argue the business (they never actually hired) contributed to their damages. This person may argue they read the information on the website of a local business, relied on that information related to their electrical problem and as a result, got hurt. Whether or not the claim has any merit, the business may be dragged into unwanted litigation.

To reduce the potential for a claim, businesses must be careful about what they write and how they hold themselves out to the public. The business should be weary about farming out cheap content writers as these people are most likely not trained in the particular profession and simply may not care about any liability. The business should also have a complete disclaimer explaining how the website operates to the public with terms of use. Take Made Electric for example, an electrical company here in Toronto. You will see they have professional information for the public without detailed instructions, and a comprehensive disclaimer.