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Sarah Worsham

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The Importance of Content Distribution to B2B Brands

newspapers (Tehr?n)
newspapers (Tehr?n) (Photo credit: birdfarm)

We all know that the B2B buying cycle is much longer than the typical B2C cycle (hello, <5 mins?).  B2B selling is about building relationships with potential customers and being a knowledge resource. Producing quality content can help B2B companies connect with potential customers and build up relationships that may lead to a sale.  Forrester has found that B2B buyers found 70% of the content they used to make a purchase decision themselves (as opposed to through marketing or advertising efforts).  While a good marketer can be fairly invisible in their content distribution methods, it does show the need for making sure your content gets in front of the right people (and not just on Facebook, Twitter & LinkedIn).

Content marketing has therefore become much more than product and solutions collateral, campaigns, mailings, and fulfillment. B2B marketers have to be great at being found by buyers in their early research phase (the phases we call discover and explore). In a way, successful marketers will “fool” their buyers into consuming their thought-leadership and educational content in stages 1 through 5 — while hardly realizing its source. And the most successful marketers will learn how to mix their brand “scent” into that content without appearing to be selling — to the extent that buyers will count it as part of their 70%. — STRENGTHEN YOUR B2B BRAND WITH BETTER CONTENT DISTRIBUTION by Peter O’Neill

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Guest Blogging for Effective Link Building

Spider web
Spider web (Photo credit: Marcelo Tourne)

Links into your website are a signal to Google that you have good content. While you can just continue to produce good content and hope that you’ll build up the number of links coming into your site over time, guest blogging can help accelerate that process. A good guest blogging opportunity is with a site that is within your target market and has the same audience that you’d like to have.  An engaging post on a guest blog can go a long way to helping your link building efforts, but can also introduce you to more people who will hopefully become regular readers of your blog.

In the world of today’s SEO, it simply isn’t enough to throw some key phrases on your website’s pages, or start a blog to create a steady content stream. You need to build links. Traditional link building can include optimization of press releases for syndication, as well as solicitation of links from relevant external sites. But have you delved into the word of guest blogging?

In addition to great link building, guest blogging also affords you the opportunity to earn a great reputation as a thought leader, and offers exposure to your own blog, brand, and website, and much faster than it will take you to build the reputation of your own blog. It’s akin to publicity, but the kind you have to work hard to earn. — Effective Link Building Secrets: Guest Blogging by LEE RUSH SCHWARTZ

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The Challenge of Producing Quality Content

English: Slalom race in urban street Italiano:...
English: Slalom race in urban street Italiano: Corsa slalom in strade urbane (Photo credit: Wikipedia)

As we all know, producing quality content takes quite a bit of time and effort.  There is so much drive to produce more and more content, faster and faster, but I think that Geoff is on the right track here about slowing down, but producing better content.  It’s something I’ve also considered.  In order to keep regular visitors, I feel like I need to continue to curate content, but maybe there’s some value in slowing down and just offering valuable insights instead.  Something I’m going to think about and consider carefully.  What about you?

There’s only one answer to the content quality problem. The market needs to move away from frequency and form as the primary focus, and return to delivering substantive insights that are differentiated and valuable.

Differentiation includes more depth and passion to provide greater insights. It means committing to our craft to deliver high quality content that stands out in both the standards of information and presentation. Consider tearing down existing form factors, and rebuilding to develop new approaches and ways to excel. Content Marketing Institute Founder Joe Pulizzi calls this epic content marketing. — The Content Quality Problem Here and There by Geoff Livingston

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