If you're in a business where people might Google your product or service, I'd suggest you need to jump headfirst into content marketing. Hubspot is a great tool for that, but it's expensive. If the colleague has unlimited funds, then I would definitely suggest Hubspot for the assistance, customer support and email segmentation it provides. If the funds are limited, then I would suggest still getting into the game, but using a number of free tools to help. They won't get all the benefits, but they'll still be able to get the online conversation going.