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How to Avoid 5 Common Mistakes in B2B Content Marketing

July 5, 2012 by Wendy Marx

Here are 5 other mistakes B2B content marketers often make. Read on if you want some pointers on how to avoid these bloopers!

1. Curating content in areas you don’t care about. 

If you’re in marketing, why curate content in music or some other unrelated field? You’re certainly not establishing your expertise.

It doesn’t matter if you’re the most outlandish Tweeter or the most prolific blogger: an important way to grow your thought leadership can be through adding your perspective to someone else’s content. Readers will appreciate having an expert comment on other articles, helping them determine the value of popular ideas. Businesspeople will appreciate your thoughtfulness and expertise. They will remember that they learned from you and that you didn’t waste their time.

2. Forgetting to use backlinks.

Content marketing is all about engagement. What makes the web so perfect for that is that you can — and should — include links to related content in your posts. That way you’ll be able to alert relevant content marketers about your content. They in turn will start linking to your posts and before you know it you will have a conversation going within your content.

3. Link Back to Your Own Site

This part is crucial. Not only do you have to attract your potential clients with a message, but you also need to give them a medium they can use to respond. Your best content should call potential clients to action, but you also have to provide a way for them to act! Link back to your site, which will provide readers with more content as well as ways to respond (also be sure to have accessible contact information, query forms, etc.). Remember that social media is a cycle:  you broadcast your original content to a larger audience with the aim of inspiring them to return to the source – your website!

4. Forgetting to promote your content.

Don’t think your job ends with writing and incorporating the right keywords in your site. You want to promote your content in social media and all your marketing materials. Include a catchy headline and link to it in Twitter, Facebook and LinkedIn or whatever your social media channel of choices are. Include a link to your blog in your email signature, on your business card and in your marketing collateral.
Time and clarity are of the essence in the realm of social media. Focus on the key benefit in your content, and cite that with a link that will take readers to a more elaborate release and a call to action. Make sure you are targeting the right audience for your message, and even tailor several different releases for different outlets. You want to appear competent and informative to as many different groups as possible, so tailor your message to match their needs.

5. Neglecting to build a social network.

Whether its through blog subscribers, Twitter followers, Facebook friend, or LinkedIn Connections, cultivating a community is almost as important as cultivating your message in B2B Public Relations. And even on the web, the principles of maintaining relationships stay the same – it takes time to make meaningful connections. In addition to updating your own content frequently, be sure to respond to commenters, read and respond to what those in your network are up to, and send messages to them when appropriate. They will remember that you cared and demonstrated interest in their objectives, which sometimes is more important than being the top expert in your field or the most visible on social media.

 And here’s a bonus idea!

6. Stay Open to New Ideas
Don’t fear tech updates or new social media platforms. Nothing stays the same forever! Just look at how radio and television have been affected by the digital age. Stay fresh, and keep thinking of how new developments can help promote your message.

Filed Under: b2b content marketing, B2B PR | Leave a Comment

10 Common Mistakes In B2B Content Marketing

June 13, 2012 by Wendy Marx

 

 

 

Like any form of marketing, B2B content marketing succeeds or fails based on how well it’s implemented. If B2B content marketing is done well, it can lead you to vastly increased numbers of pageviews, leads and, ultimately, sales. Done poorly though it’s just a waste of time and energy that will only hurt your bottom line.

If you want some pointers on effective content marketing, read on for some mistakes I often see businesses make!

This is a two-part post. I will post 5 more mistakes next week.

 

Here are the first 5 Common Mistakes In B2B Content Marketing:

1) Lacking a grand strategy.

Content marketing is just one tool in your overall Internet marketing toolbox. It’s all too easy for a well-meaning manager to read articles about how two-thirds of businesses are blogging and immediately jump onboard without considering his larger strategy. A blog is good for communicating with customers, it’s true, but it’s also effective for leveraging keywords, boosting SEO, and integrating link-building strategies.

You should have a plan in place for why you’re engaging in content marketing, and how it advances all of your marketing goals. Not having a plan will leave it unfocused and ineffective.

2) Focusing on the company rather than the customers.

It’s easy to get into an “it’s all about me” mindset when engaging in B2B content marketing. You undoubtedly love talking about your products, and that’s fine, but you can’t focus solely on yourself. Content marketing is fundamentally about providing value to the people viewing the content. By all means, if you have a cool production process, make a “how we work” video showing your work behind the scenes. Doing it nonstop, however, just makes it a tedious sales pitch.

The key is moderation. Strike a balance between self-promotion and putting out content people will genuinely find useful or interesting.

3) Getting obnoxious with keywords.

Keyword strategies in online marketing is a fine balancing act. On one hand, you want those keywords to help drive search users to your site, but you can’t forget that successful content marketing requires making content that people want to view. Keywords should be integrated into your text as naturally as possible, and without making it feel like the only purpose for the content is to serve as a vehicle for spamming those keywords over and over.

Just ask yourself: “Is this something I would want to read?” If not, it probably needs some work.

4) Forgetting internal links.

Internal links within your content to other parts of your site are a great way to boost the effectiveness of your content marketing. This actually serves multiple purposes, which is why it’s such a valuable technique:

An array of internal links tend to encourage search engine spiders to spend more time on your site. (A sitemap helps with this as well.)

It encourages visitors to view more of your content. Fundamentally, the longer they look at your site, the more likely they are to convert into leads.

It establishes you as an authority in your field, boosting your credibility.

5) Not updating constantly.

For content marketing to work, you have to stick with it. In many ways, having a blog with a handful of posts that hasn’t been updated in six months is worse than having no blog at all. It makes it appear that you won’t finish what you start, or that you’re lackadaisical in your approach to marketing.

A constant flow of new content encourages people to return while also ensuring that Google considers your website “active,” increasing search spider indexing.

So, what major B2B content marketing mistakes have you seen, and how could they be avoided? Let us know!

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10 Simple Strategies To Boost Your B2B PR Campaign

May 25, 2012 by Wendy Marx

Pop quiz: What would you say is the desired outcome of a B2B PR campaign?

Nine out of ten times, a business looking for PR considers results to be quotes in the press, and a level of success is judged by the prestige of the publication. The head of a company, for instance, expects to see himself or herself quoted  in The New York Times or The Wall Street Journal or the #1 trade publication in the corporation’s field. The executive might also like to get a little bit of  social media spotlight as well.

Although there’s certainly no problem with any of the above, it’s simply an incomplete understanding of B2B PR. Arranging for the CEO to be mentioned in the Times or praised in a trade publication does not mean that you, as a PR professional, can hang your hat. It also of course may be all wrong for a particular type of business.

I’ll explain.

B2B PR is commonly thought of as being all about news placements.

In truth, media coverage is merely a part of the B2B PR formula. If that’s as far as you go, you will be turning a blind-eye to all the extras that come afterwards, plus everything else you could have done. What am I talking about? There’s social media (an entire field in itself), videos, content marketing, contests/sweepstakes, polls, blogs, and much more. Then let us not forget the fact that big name news sources may not even be optimal for a company. To illustrate, if a business seeks clients in only one or a couple states (with no intention of expanding), regional media coverage could be far more effective – and easier to land. Simply put, you must focus on where your audience lies.

This brings me to the next point. In order for PR results to truly be powerful, they should be merchandised.

What does this mean exactly?

It means publicizing any and all press you obtain. A crucial element of a successful PR campaign is expanding the reach and frequency of your media coverage. That’s right, you’ve got to put on your marketing hat and personally get your media in front of your readers’/viewers’ eyes. Here are 10 methods to accomplish that:

  1. Circulate your own press. Simply display the link along with a brief summary of any articles you’ve gotten on your website, including your home page. This can be anywhere from one sentence to one paragraph. This is the most basic thing you can do. Yet it never ceases to amaze me when B2B companies neglect to do this. However, if you weren’t able to get any articles published, no need to fear. You can always post the articles on your website and promote those.  Which leads to the next point…
  2. Promote your press in your blog. Touch on the topic you were quoted on in a blog post and be sure to include a link to your coverage.
  3. Mention your press in a newsletter to clients and prospects. Don’t have a newsletter? No worries. You can always write an email to keep your clients (and prospects) updated on what you’ve been doing. You should reference your press coverage there.
  4. Include links to the press in your signature line. Simple and effective.
  5. Spread the word via social media with links to your articles placed on social media sites like Twitter,, Facebook, Google+, etc.
  6. Begin discussions on your blog or LinkedIn group about the topic you were quoted on (and be sure to include a link to your article).
  7. State that you’ve been quoted in the press in your personal bio and/or company about us section.
  8. Obtain copies of the article you’ve been quoted in and add this to your press kit. Believe it or not, old fashioned hard copies can still be used (although electronic versions also work).
  9. Rework an article to function as an abstract for a speaking proposal.
  10. Use screenshots of articles in a video about your company or for sales presentations. You may want to highlight your quote here.

Now it’s your turn! Please feel free to share your ideas on expanding a PR campaign.

Filed Under: B2B PR, Blog | 13 Comments

Learn Deloitte’s B2B Digital Marketing Secrets

April 30, 2012 by Wendy Marx

 

If you haven’t already heard, a gradual revolution is taking place in B2B digital marketing, especially regarding the professional services arena.

Earlier, the focal point of the B2B digital universe centered around the website. All B2B marketers had but one goal: Do whatever was necessary to bring folks back to the main website. Yet nowadays, the online world has undergone a change. A brand new game is being played that revolves around the customer (as opposed to the company). Multi-channel marketing, from iphones to tablets to video clips, has shifted the epicenter of the digital universe off the old standby — the website — and on to the individual customers instead. The current mantra is: Be interesting, dynamic and discoverable wherever your customers are.

One company at the forefront of multi-channel marketing is Deloitte. One metric succinctly tells the story: Since starting video podcasts–brief interviews with thought leaders–one year ago, Deloitte noticed that every video is downloaded roughly 3,000 times. Quite a difference when compared with 1,000 average downloads per white paper. The advantages are especially striking when you take into account the fact that videos can take 1/12 of the time it would take to produce  a white paper. The videos have actually become so successful that Deloitte releases a new one every week.

I interviewed two Deloitte digital marketing executives: Jennifer Chico, Director of Internet Marketing, and Kelly Nelson, Marketing Leader, Deloitte Analytics. Here are some tips from their experience at Deloitte.

WENDY MARX: Tell us about your new digital marketing model.

JENNIFER CHICO: We’re changing from the old fashioned, “hub and spokes” to an entanglement model. If you imagine a wheel, it used to be that our website was in the center, and the spokes included email-marketing, Google advertising, and other strategies to bring traffic back to the website. Today, we’re shifting more towards an entanglement model. This model needs us to be relevant and discoverable across a wide array of different channels. With that being said, Deloitte.com is still the basic home base for digital strategy, but it’s no longer everything. We have to be where the customers is, be interesting, and most importantly — easy to find.

How does your new, dynamic relationship with the customer influence content?

KELLY NELSON: We’re taking tips from B2C companies — the content is usually short, sweet, and gets right to the point. There’s also a focus on benefits, and consumers are addressed in a familiar, recognizable way. In previous times, we used to began the white paper with a big piece of thought leadership. We thought, “Why don’t we flip it around? Instead of starting with the with the big thing, let’s begin with the seed, the small idea.” Many people simply aren’t interested in reading a dense, twenty page document. Now we begin with smaller sections, like our three-minute guides. Afterwards, we take a look at the results and see where the interest lies; if there appears to be tons of interest in a certain topic, we’ll go into more depth with it.

What other approaches are you taking with content?

NELSON: Good question. We’re going with a blog-like approach. We post conversational-style content and can be about anything from analytics about talent to supply chain management. It’s brief–roughly two paragraphs or less–and emphasizes the conversation more than omnipotent “thought leadership”. The consumer needs to see you as an approachable friend they would turn to for advice. For instance, “here’s a couple of things to think about when thinking about tax season.”

What exactly do you measure?

CHICO: Here is what we examine to measure our effectiveness: The awareness and engagement we’re driving, the volume and reach, the amount of engagement we’ve stirred up from various outlets–are we having a give and take conversation ? Have we improved on the conversation rate? Have we sparked action? Did they subscribe to something? Download anything? View a podcast? If the answer to any of these questions is “yes”, we know our efforts are having their desired result.

Did you join the B2B digital revolution? I would love to hear what you’re doing — please share!

Wendy Marx, B2B PR & Marketing Specialist, Marx Communications. Follow me on Twitter @wendymarx.

Filed Under: B2B PR, Blog | 2 Comments

How Do You Adapt PR For a Mobile World?

January 25, 2012 by Wendy Marx

Old habits die hard. This is what sprung to mind while I was recently talking to David Meerman Scott, PR guru, author, and consultant who more than anyone has helped PR evolve in the 21st century.

While everyone’s business has had to change in this 24/7 always-on, mobile world, we as PR practioners (and here I am as guilty as anyone!) often release news according to our schedule and timing, not that of the media. Like gladhanding politicians, we knock on journalists’ virtual door fronts with our campaign literature (that is news releases) in hand, asking the media to endorse us by writing our story–not their story.

Scott asks a basic but also profound question: What if you reverse the equation? What if instead of reaching out to journalists on your schedule, you get them to find you? Fortunately, digital devices, including mobile, have made it easy for reporters to find sources. And that source might as well be you. One of the best ways to do that is to mash up mobile with social media to concoct a timely, enticing brew that will be quaffed by journalists. Or as Scott calls it, you can “newsjack,” commenting on a breaking story in a way that journalists will find you.

“It’s really a matter of understanding that we live in a 24-hour real-time world,” says Scott. “Reporters can be working at home, on the road, on their iPhone when they are at a baseball game. You can reach them any time. You need to create content optimized for their devices so that reporters will find that when they are writing a story.”

Here are 5 ways Scott recommends doing just that:

  1. Write for mobile. Index your site for the mobile search engines so people can find your content on their mobile devices. Make your content visible on the small screen.
  2. Monitor keywords and phrases on Twitter so you are on top of the news and trends in your industry.
  3. Spot regulatory changes in your industry so you can comment in real time on Twitter about those changes.
  4. Create content and comment in real time via a blog, media alert and/or Twitter when news is breaking so media will find you .
  5. Construct today’s version of the that old standby, the press kit–a mobile app with a feed of content  optimized in an application for reporters that includes press releases, blog posts, video, and Twitter feeds. Here is a link to David’s app.

Since no good list is complete without a “NOT to DO,” piece of advice, here is one caveat:

Don’t use all the new technology as an invitation to spam reporters on their mobile phone or Twitter feed. Don’t send that uninvited text message. It will likely backfire.

We, as PR practitioners, need to be as nimble and quick as a reporter or blogger on deadline and be anywhere they are likely to find you–on mobile, on social media, on a blog, on video. All you need to do is seize the opportunity. How are you adapting PR for a mobile world?

 

Filed Under: B2B PR, Blog, mobile | 2 Comments

Why B2B Marketers Should Use Video

March 23, 2011 by Wendy Marx

B2C marketers are not alone in their interest in using online visuals and the latest video technology to vie for greater publicity and profits. If YAre you using video to grow your business?ouTube is any indication, B2B marketers are increasingly utilizing video marketing to inform, engage and even entertain. Among the many companies proving B2B videos don’t have to be boring is Vertical Response – a company that in this video displays a readiness to share a sense of humor and fun along with new product knowledge.

It’s no wonder of course that B2B marketers are embracing video, given today’s demand for it. A 2010 survey published by video ad company YuMe, for example, revealed that 49 percent of respondents shared they are watching videos every day. More than 66 percent of respondents said they watched more online video now than they did a year ago and more than 40 percent expected they would continue to watch more online videos in the future.

In fact, according to Forrester Research, video increases the chance of a front page Google result by 53 times. In other words, you are 53 times more likely to land on the front page of Google with a video than basic text.

Forrester also reports that adding video in to e-mails increases click-through rates by two to three times,” says Keith Smiley,  a freelance B2B copywriter in Indianapolis, Ind.

Smiley, a video maven, provides the following as great reasons to use video:

  1. It can visually demonstrate how a product or service works
  2. It communicates a specific message or company news
  3. It can be used a lead generation tool, or in case studies
  4. It can be used for executive summaries and video versions of  white papers
  5. It can be used to share content from webinars
  6. It can be used to interview partners and customers at a trade show
  7. It can be used to hold a Q & A session with an expert within your company
  8. It can be used to give a sneak peak at product releases

Sean Randles, owner of webVM ltd and UK Partner at FLIMP Media in Manchester, United Kingdom echoes Smiley in some of the uses for video marketing. He shares that his Web video company creates video versions of PDF case studies, which he says are “very powerful lead generation tools.” Randles suggests video can be used to create product visualizations, elevator pitches and video brochures, as well as direct video marketing campaigns using www.flimp.net – which he says enables real time tracking of views and response by e-mail address.

Lindsay Leugers, vice president of marketing at OneCommand in Cincinnati, Ohio, says B2B video is a great way to deliver dynamic, real content such as client testimonials, event promotions and new product launches. In addition, Leugers believes video marketing efforts don’t need to cost a fortune to be worthwhile. “We get a great response, even with the most basic, grassroots of our video efforts – and while polished, professionally produced videos are great to have, they aren’t always in the budget,” he says. “We’ve learned that being creative and just having fun with the channel is just as important. Whether we shoot out in the field with one of our Flips or in against a green screen with a Sony-DV – the content is what really matters.”

Daniel Roberts, CEO of Friendly Human in Atlanta, Ga., offers this insight into the use of video.

“B2C videos tend to focus on information (think animated infographics). In B2B, the lead generally already knows what you do. B2B videos must be less about information and more about authenticity and relationships … the real key for B2B is to think smaller yet deeper.”

How have you been using video to grow your business? I’d love to hear from you.

This article originally appeared in a slightly different form on FastCompany.com.

Filed Under: B2B PR, Blog | 7 Comments

B2B PR: The Importance of Repetition…The Importance of Repetition….

March 24, 2010 by Wendy Marx

Sometimes all it takes is one phrase to get our bearings – those archetypal lines in a play or movie or book – or life — that make us stand up and shout. Anyone who has ever seen the movie The Graduate, for example, remembers the phrase “plastics.” Or the resounding mantra “Show Me the Money” from the movie Jerry Maguire.

I was recently reminded of this when I read an interview in Newsweek with former president Bill Clinton where he talked about the need for the Democrats to practice what he called “relentless explanation” to cut through the fear and confusion sown by the Republicans.

Now whatever your political persuasion, there is something powerful about the term “relentless explanation.” Think about it. Have you ever been the recipient of a message that keeps getting repeated in multiple ways that eventually sinks into your unconscious and becomes part of your mindset? Now I’m not suggesting brainwashing. But a reasoned argument that cuts through the clutter and lets you go “A ha. So that’s how it works. Or that’s what it means.

If you’re a would-be athlete, as I am, you would have had the experience of being given instructional tips that initially don’t quite make sense but eventually through trial and error sink in and become part of you’re your own tool set. As an aspiring tennis player, for example,  pros have serenaded me with instructional tips like “low to high,” “brush up on the ball,” “twist” and while my body seems to want to do everything but, I at least now think about the terms as I’m hitting and they have become internalized.

All of which brings me back to marketing. Just as repetition works in teaching it’s equally effective in marketing and public relations. Now I’m not just talking repetition for repetition’s sake. But repetition that is that is packaged into clear, coherent statements that encapsulate what you do and why it matters.

Let me explain.

B2B PR Prospects often ask us how we begin work with new clients. Our answer is that we spend time learning their business, and as part of that process, conduct a messaging workshop. In the workshop, we drill down and create the words and phrases that best define what the company does and what differentiates them from everyone else. Out of the workshop come the words and phrases that are relentlessly used – we couldn’t resist – in all the client’s communications.

So…The fact is that repeating the messages reinforces them and adds credibility. It’s simply how we learn. As advertisers know, you typically need to see an ad five to seven times to remember it. http://answers.google.com/answers/threadview/id/447322.html — what advertisers call the rule of  7.

The same idea applies to any marketing, including public relations. Customers need to keep hearing what you do. In all our client communications, we use the same keywords to refer to our clients’  business. And it’s helpful not only to repeat the words but to say them in multiple venues – be it in a video, podcast, article, white paper — since people have different learning styles and may prefer one medium over another.

So I won’t be accused of not practicing what I preach, here’s a quick summary of my key points.

  • Define what you do in a way that is clear, engaging and understandable, honing in on key words and phrases.
  • Explain it in multiple venues
  • Repeat,  Repeat, Repeat, Repeat, Repeat….

How are you using repetition in your business? I’d love to hear from you.

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B2B Public Relations: Is Social Media Falling to the Bottom?

February 1, 2010 by Wendy Marx

Is social media in danger of becoming the next low-level customer service?

Is social media in danger of becoming the next low-level customer service?

Is social media in danger of becoming the next form of low-level customer service? I got thinking about this recently thanks to a LinkedIn group discussion on social media. As Carl Hartman, CEO of Green Cheese Media Group, put it:  “I can write books about branding or develop a brand strategy for a $300 million company and I can’t get one of those $20k (social media jobs.”

Of course, there is nothing wrong with outsourcing some of the grunt work of social media — posting replies, monitoring the social networking landscape to less experienced people. It probably makes good business sense. But just like those companies today that put on the customer service front lines people who barely know the name of the company, businesses need to insure that the people who represent them on social networks present the best face of the company.

Meanwhile, it seems like a lot of companies are viewing their social media as a jazzed-up version of customer service. Hartman shared results from a recent Craig’s List search of advertising agencies hiring and came up with these titles and salaries:

Social Media Alchemist

Social Media Influencer

Community Manager

Average pay? $10 to $15 an hour.

A comic artist I’m sure could have great fun with all of this. The artist certainly wouldn’t lack for material. I can’t help but picture someone with vials of chemicals whipping up a social media magical brew that will increase a firm’s social media influence.

So what’s a firm to do?

In another LinkedIn discussion, Julian Bradder , of Customer Communications Community, talked about how “social media enables influence and engagement earlier in the decision making process….There are many questions that a buyer considers. Are you answering them?”

For a B2B company, this involves understanding what your customers need to know early in the decision process. The best way to discover this is to begin listening more – and earlier —  to your prospects. What are they concerned about? What are they eager to fix? To expand? To improve? What is keeping them up at night? What is their biggest frustration? What do they truly believe they need to do? Do they even know? And ultimately, how can they save money or make more?

We make so many assumptions about what customers need and want. And I’m certainly as guilty as the next. But now thanks to social media we can have our own world-wide focus group.

So, what can you do to address any of these concerns? Are you listening to your prospects and what have you learned? I’d love to hear from you.

Filed Under: B2B PR, Blog | 3 Comments

Traditional media is not dead – in fact, it’s fueling social media.

January 12, 2010 by Wendy Marx

newspaper-in-trash-can smallThere’s no question that social media has upended things in the PR world – not to mention the traditional media world. However, in times of change it’s easy to be a revolutionary and kiss off everything that was old. So of course we are serenaded by a ready band of social media flag wavers ranting “Traditional media is dead.”

The fact is that traditional media is not dead – it’s fueling social media.

A recent study for instance found that 95% of local news is being created by newspapers, not blogs or other social media, which are simply regurgitating what they find in papers.

I was thinking about this when I read an interesting post by Len Stein.  As Stein puts it:

“The most productive PR path, in my humble opinion, is still a blended approach to social and traditional media. In fact, traditional media coverage in atoms and ink publications, or digital hybrids like MarketingDaily, provides the material to drive social media campaigns — i.e., one needs something to Tweet about, to post on Facebook and LinkedIn and to email.

While I agree with Stein that you need to reach out to people on all platforms, to create a crescendo of influence online, I don’t think you necessarily need to start with traditional media. Of course, the approach of a major media hit amplified by tweets and retweets building to an overall orchestral melody on LinkedIn, Facebook and other social media can be effective. Similarly, you can start with Twitter, have your news picked up by a blog and then have it reach mainstream media much as in the old days news would trickle up from trade press to the New York Times to CNBC or CNN. Check out this story about a firm that did just that becoming an overnight media success story in the process.

The fact is that right now there is no one-size fits all strategy. Instead, what’s important is to begin at the beginning –- with strategy. Ask yourself: Where can I get the most receptive ears for my story? The most effective megaphone?  If you’re story is all about social media, I would certainly start online.

Interestingly, traditional media still has its hold with many clients and investors. Most of our B2B clients care a lot more about being written up in the New York Times or Wall Street Journal or being interviewed on CNBC than appearing in a top-rated blog. And, of course there can be tremendous value in terms of credibility, branding and cachet in getting into top traditional media. It also says to the investor class that you’ve arrived. You’ve gotten into the exclusive club.

So where does this leave you?

Think about telling your story in multiple channels and multiple ways. Sure, tell it to the traditional media, the trade media, local media. Talk it up on Twitter, Facebook, LinkedIn. Post it on Delicious, Digg and other social media. Announce it in a video, a podcast. Expand upon it in a whitepaper.

I especially like the way John Kewley of BrainRider explains how to propagate your content online:

“Link to the resources on your website from your Twitter account. Use Google Adwords to help prospects find you. (Bid wisely on the keywords your prospects are searching for.) Write guest blogs. Comment on leading industry sites. Write articles for traditional offline media like newspapers and business publications. Speak at conferences. Start a LinkedIn group. Seed the web. Seed the world.”

How are you seeding the world? I’d love to hear from you.

Filed Under: B2B PR | 2 Comments