With enough time and money, it’s easy to spread the word of your company’s accomplishments and ideas. You can develop customer success stories, white papers, and product information to share. If you’ve been doing a good job of capturing leads, then you have your own list for sharing that content…

The customer success story is the gold standard of content. When done right, customer success stories engage prospects and build trust. They also are a terrific way to generate earned media, because journalists are far more interested in your customers’ point of view than in yours. But these stories don’t…

Content promotion is pretty much the core of B2B PR and media relations. While digital marketing and content marketing tools are getting better, the reality is that there is no substitute for analog content promotion. Graphics firm Venngage recently wrote a terrific post about how it earned 200,000 email sign-ups…

If a tree falls in the woods and there’s no one to hear, does it make a sound? Who cares! When you are marketing a product or service, the point is to get your message heard. That means establishing a plan for content promotion in your B2B PR strategy. The…

Marketing complex products to a B2B audience requires a meaty content promotion strategy. The stakes are high for these purchasers, because complex products and services tend to be more expensive, usually are technical in nature, and are often deployed at an enterprise level so they have a significant impact on…

I received an email this morning with the subject line “How to Churn Out Content”. Ugh, no. That may have worked in the early days of inbound marketing, but there’s way too much competition for your prospect’s attention today. Mark Schaefer recognized the impact of “Content Shock” back in January…

One of the core aspects of my work when I was a virtual CMO was to help people communicate. I worked with people in all phases of business — entrepreneurs, execs in ongoing businesses, and startups with every kind of “ask”. Before you have a shot at landing your “ask”…

B2B marketing is different from the consumer world, in part because it relies on engaging with an audience that wants a lot of information on how best to solve what can be complex and sophisticated business problems. While paid media (including advertising and content syndication) fits well in marketing plans…

The most powerful way to connect with B2B customers is through education — people are eager to learn, and providing the information they need can help drive them right to your door. How can you help educate your prospective customers? The best place to start is by creating content you…