10 Steps to Creating a Network of Guest Bloggers

Anyone running a B2B blog is always on the lookout for guest bloggers from outside their own organization. They provide much-needed interesting content, they offer support by sharing links with their networks and they widen the pool of expertise on offer to your readers. But how do you get those quality guest bloggers to contribute to your blog? Here are the ten steps to building a network of guest bloggers that I have followed for the B2B PR Blog and the B2B Social Media Guide.

1. Create a quality blog

Seems a bit obvious but, judging by the number of people who have invited me to guest post on their poorly managed blogs, it needs to be said. Ask any blogger – they will be more inclined to write for you if they feel it is worth their while – that means they need to feel they are contributing to something that, at a minimum, reflects the professional standards they adhere (or aspire) to. That means
great content and appealing design.

2. Optimize your blog for search engines

No matter how great your content or how beautiful your design, if Google (and other search engines) can’t read it in their preferred language, then you’re not going to rise up the search rankings and attract organic search traffic. The number of people willing to contribute to your blog is directly related to the number of readers it has, so if you’re not attracting search traffic you’re not going to be attracting the guest bloggers.

3. Drive traffic to your blog

Do whatever it takes to get relevant people to read your blog. I’ve used social bookmarking, shared every post on Facebook, Twitter and LinkedIn, guest blogged myself, and offered a weekly prize for the best comment to encourage engagement. The benefit for both my blogs has been a steadily rising readership.

4. Have a contributors page

Any would-be guest blogger should be able to easily establish whether you take contributed content, and if so, what kind of content you take and what form you want it in. Make this prominent so that there is never any confusion.

5. Follow other bloggers

Know a great blogger who you think would be a valuable addition to your network of contributors? Develop an understanding of who they are, their preferred subjects and the types of guest posts they offer by engaging with them on social networks. Armed with this information, you’ll be able to make a targeted pitch.

6. Give something back

Most guest bloggers are happy to be paid in backlinks (the currency of SEO), tweets, Facebook likes or comments. Whatever it is, make sure your offering to the blogosphere is appealing.

7. Find experts in your field

Approach experts or up and coming experts directly on LinkedIn. Look for people in positions of power or influence and invite them (use inmails) to share some of their knowledge with you. If they say no, then why not play the long game and go for their second in commands? They’ll ultimately probably be promoted into those positions of influence, and they might be more willing to share their stories on the way up.

8. Ask PR people

It’s their job to find good guest posting opportunities for their clients. The best way to get them? I send out enquiries asking for experts in certain fields on Gorkana and Response Source – it’s incredibly effective, but only if your blog meets certain minimum quality standards.

9. Ask for specific topics

When you make your approach, be specific – asking someone if they would be interested in contributing a guest blog on something to do with their industry is vague enough for them to say yes without actually having to commit. It also puts them in the difficult position of having to figure out what to write, which, for some people is more of a mission than writing the darn post. Asking them for their top ten tips on encouraging resellers to promote their product over a competitors’ (for example) and they will be less inclined to agree non-commitally, and more inclined to actually write it.

10. Join a blog network

There are a number of blogger networks out there that put guest bloggers in touch with blog editors. Take myblogguest.com for an example. You register your details, and outline the types of contribution you are after, and they come to you!

What are some steps you have tried to encourage guest bloggers to contribute?

6 Ways to Create and Share B2B Social Media Content Without a Blog

One of the best ways to use social media to drive traffic to your B2B website is to create a blog on your website and publish relevant articles to your prospects and customers. Rather than posting this content only on your social media channels, it is hosted on a site that you control. And you can use your social channels to share your content and bring visitors to your site.

For some organizations it is not currently possible to create a blog, but B2B marketers are still interested in creating and sharing content. In addition to the awareness benefit that sharing new content brings, marketers need to understand how to create remarkable content on a regular basis. Here are six ways to create and share content without a blog.

1. Email
This is the easiest one because you can do this now with no learning. The next time you attend a conference or industry event, make notes about the 5 most amazing things you saw. Whether you have an email program and customer distribution list or not, you can still write up your thoughts from the event. If you send regular emails, use this information in your next email. If you don’t communicate this way, provide your write-up to your salespeople, and they can use it as a reason to connect with prospects and customers.

2. YouTube
Shoot a short video on your phone with one of your product managers describing how one feature of your product solves a specific problem. Interview a customer telling a similar story and you have two different ways to showcase what your products do. Make sure you shoot the video in a quiet place so the audio is clear. Post these on YouTube and provide the links to your employees. They can share them on their social networks or include the links in an email as mentioned above.

3. LinkedIn
Companies can now post status updates on LinkedIn. While these often contain links to other content, it is also a good way to provide general company updates to those following you. You can also use it to curate news coverage about your company. Post links to stories and add a comment in the status update. Even though you may have a newsfeed on your LinkedIn company page, posting the most important ones as status updates will show them to your company’s network.

4. Twitter
Twitter has changed from a place where people post their thoughts to a site where many people and companies also share links. When building your B2B company Twitter account, you definitely want to share other industry content that is relevant, but you can also post thoughts from your employees. Interview your subject matter experts and post their responses over a series of tweets. This can be a fun way to get more employees involved in Twitter. Encourage employees to retweet these interview tweets.

5. Facebook
Posting photos and sharing non-work-related activities are great uses for a Facebook Business Page before you have ramped up your social media content machine. Once a week, share an employee photo. Make sure you are capturing photos of an community events. Include a brief story about the event and provide a link to the organization. These kinds of things show the human side of a company, especially on a platform that many people use personally.

6. Google Plus
Besides it’s benefit to search results, Google Plus is really good for having conversations. Ask leading questions. Provide insightful information. Reach out to people in your industry to engage them in conversations. Since these conversations are threaded, someone can join in and catch up just by scrolling.

If you start using these other ways to create and share content before you have a B2B blog, you will also start growing your networks on these platforms. This means that you will have an active community, and know where people are more likely to engage and share company content, when you do launch your blog.

If you have other favorite ways to share B2B company content without blog, please share in the comments below.

6 Ways to Improve SEO with B2B Social Media

As search algorithms continue to change, and give more value to social search, it is more important than even for B2B companies to create an integrated approach to social media to improve their SEO, or search engine optimization. SEO is based on two different types of factors, on-page, which you control and off-page, which you don’t control. But using social media can help the social signals that search engines now use as part of how they serve up their search results.

B2B marketers should be looking to expand the reach of their social media efforts to drive more traffic back to their websites (and their calls-to-action). If you are unclear about the importance of social search, look no further than Google Plus. Google created a social network so they could get a better picture of our social connections and tap into them to provide better search results.

6 Ways to Improve SEO with B2B Social Media

1. Create a Unified Keyword Strategy
The idea of keywords starts with search. Google built its ad business on the back of its search results. Whether you are doing pay-per-click (PPC) advertising or just trying to optimize your search results, start with Google’s Keyword Tool to develop your list of keywords. If these are the words your customers and prospects use when they are searching for you, make sure you use these same terms in your social media activities. These keywords should included in blog posts, especially their titles, as well as within posts on social networks. The more often your posts are found, the more often they can be shared.
Tweet This SEO Tip

2. Make Your B2B Blog As Social As Possible
Once you blog posts draw traffic, you want to do all you can to encourage sharing of posts. Many B2B companies focus on building a community on their blog through comments, but you are better off building a bigger community off the blog. With this in mind, rather than ask questions to encourage readers to leave comments, ask them to share the post instead. You also want to make sure the blog has sharing buttons in logical places. In the case of this post, not only is the main post shareable, but each of the six ways are shareable with its own Tweet button. Use those buttons to share a couple of these points in additional to the main post.
Tweet This SEO Tip

3. Encourage Employee Sharing of Content
One of the easiest sources of sharing is your own workforce. Encourage employees to share blog posts and other content by making it easy for them to share. Provide a pre-written tweet that you email out to employees, or even share on internal network like Chatter. There are even tools like GaggleAMP to make employee sharing even easier. You can cue up the posts for employees and they can just send them with the push of a button.
Tweet This SEO Tip

4. Leverage Your LinkedIn Network
Just like you want to encourage your employees to share your great blog posts and ebooks, you want to share it with your LinkedIn network. You can post it to your personal status update, your company status update and in any relevant groups. Since you are looking for SEO benefit, consider asking people to share it with their own networks for greater reach and greater sharing. Depending on the type of content, you might want to pick 5-10 of your contacts and ask them to blog about it. This will create some links back to your site.
Tweet This SEO Tip

5. Properly Name Your Social Media Profiles
Sometimes B2B companies try to get too clever and create a Twitter account or a Facebook profile with their descriptive keywords, rather than their company name. This upsets the balance in the universe. Common best practices are to name your profiles with the company name and use keywords in your profile bios and updates. This architecture of social media keeps the balance in place and shows that the profile is from a real company, rather than someone trying to spam search results by keyword stuffing profiles. You can develop trust by following these guidelines so people with share your content.
Tweet This SEO Tip

6. Write Compelling Social Media Posts for Readers, Not Spiders
The most important thing to remember about using social media to improve SEO for your B2B company is that you need to write for your readers. Not the spiders crawling the web for the search engines. If you are trying to network engineers, you will naturally write about things that interest them and may cause them to consider purchasing your products. You need to use keywords so they will find your content, but you need to create great content that can be read by humans so they will value it and share it.
Tweet This SEO Tip

If you have any thoughts, please add them down below, but we would really rather you share this post on all your social networks. Feel free to print it out and put on the fridge in the breakroom, as well as the one at home. (I’m just following #2 above)

Photo credit: Flickr

10 Rules for Epic B2B Blogging

Blogging is a core component of a B2B company’s approach to social media. Not only does it show how the people at a company think and what is important to them, but it provides regularly updated, keyword-rich content that search engines like. Expanding reach by building followings on social media networks is important, but it is more important to drive those contacts back to your blog. This way they can respond to offers through calls-to-action and share your remarkable, and educational, content with their networks.

Follows these 10 rules to build an epic blog for your B2B company.

1. Blog on Your Own Domain
This cannot be said enough times. Do not create a standalone blog at a different domain, including blogger.com and wordpress.com. Your business blog should be located at blog.companydomain.com or companydomain.com/blog. This search engine-friendly approach provides regularly updated content for your website. This way you can get maximum benefit for your website from the traffic that you drive to your blog.

2. Create an Editorial Calendar
Planning is the key to any large, ongoing project, and blogging is no exception. An editorial calendar can help you determine how often to blog, what topics to cover and what kind of content to create. This can also be overlaid with upcoming marketing activities and industry events for maximum impact of your other initiatives.

3. Use Keywords in Your Titles
You want your blog posts to be found and read, and whether that is through search or on social media platforms, keywords help readers discover them. While search engine discovery may be automatic, social discovery happens when you use words that describe what people are looking for or topics they are interested in.

4. Be Human
Writing a blog post is different from writing a press release. While you should seek to educate your readers, you should also try to create a connection. An informal writing style, personal anecdotes and humor can start to make those connections. If they like you, you increase the possibility that they will come back to read another day or that they will share your posts.

5. Educate Your Readers
The difference between a good blog post and a great blog post is what the reader takes away from it. Build regular readerships, and potential customers, by providing quality educational content that helps your readers in their business. The more you can educate them, the better prepared they will be if they become a prospect for your products or services.

6. Break Up Your Posts With Headers
Scanning is the way people read on the web. Make it easy for readers to scan your blog posts by providing headers to break up the copy. Creating section headers will also help you organize your writing into appropriately-sized chunks. If you have a list (like this), make sure the headers have numbers.

7. Speak in Your Customer’s Language
Marketers frequently stick to company preferred terms in their communications, but a blog is a place to test alternate terms, especially those that your customers use. Be aware of how your customers describe your products or services and adopt some of that language in your posts. It is likely that company prospects use similar terms, so using them can make your blog posts more accessible and discoverable.

8. Make Posts Easy to Share
The nature of social media encourages sharing, even for B2B companies. Make sure to include sharing buttons so your readers can share your posts with others in their networks. Test which buttons work for your readers, and keep them to a minimum. Too many buttons could reduce how it’s shared. Also ask yourself if the content is worth sharing. Would you share it with your network? Is it helpful, valuable and educational?

9. Include a Call-To-Action
Blogging is the best method for generating leads using social media. Oh yeah, we did write a book about that (The B2B Social Media Book). But the only way to generate those leads is with a call-to-action at the end of every blog post, or at least in the side bar of the blog. What can you offer your readers to turn them from prospects into leads? Is there an ebook or webinar that extends the content of the blog post? What about a case study that shows how other companies dealt with industry situations? What would your prospects trade their contact information for? That’s what you should offer as a call to action.

10. Publish Consistently
Once you decide to start a business blog, the pressure to publish is on. The way to develop good habits and readers is to set a schedule and stick to it. Start with one day per week. Once you have worked that into your schedule, see what it takes to add a second day per week. Start looking for others in your company to blog to expand beyond what you can do on your own. Do not scale too quickly, as you want to maintain the schedule you set, not slide backwards.

What other rules of B2B blogging have you written on your whiteboard and followed?

Always Thinking about B2B Social Media is a Requirement

Your approach to B2B social media must be thoughtful if you are going to be successful in driving business for your B2B company. Marketers and communicators need to focus on how they can make a difference, and that begins with thinking. Can you see the big picture of your organization, your industry and the business world in general? Can you read about examples of other companies’ efforts and think about the takeaways that apply to your company? Can you understand tactic execution plans and make them happen? If your answer to all these questions is yes, please read on, as you will find some value in the articles below.

If there are other things you are thinking about, or have been inspired to think about by a recent article you read, share it in the comments below.

How Social Digital Is Your Company?
from Harvard Business Review blog
Recently, the CEO of Edelman wrote a blog post celebrating a company milestone. In it, he referenced our efforts in the non-analog world as “social digital.” To most, this may seem insignificant because the word “social” is often overused in professional circles. But the addition of “social” to the “digital” is immensely significant because it symbolizes that the current revolution is not only digital, but codependent on social behaviors and interactions from human beings. If the digital revolution was about computers being connected (the internet) then the social-digital revolution is about people being connected (the social web).
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25 business-tastic B2B social media case studies
from Econsultancy blog
I’ve been asked quite a few times over the past couple of weeks for examples of social media marketing being used in a B2B context. This is actually more prevalent than a lot of marketers appear to realise – and is certainly something that’s not new to the marketplace. Here’s some great examples of B2B organisations using social media with commercial purpose. Some are old, some new, some you might be familiar with, others perhaps not.
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4 B2B Social Media & SEO Blunders to Avoid
from TopRank blog
There are some things that you can’t take back: including what you release on the Internet. With over 93% of B2B marketers using social media, online sales has very much become a social business. As marketers we need to do our best to present as well online as we do in person (if not better). Creating an effective online marketing plan amongst all the changes on the social web isn’t easy, but here are a few things you may want to avoid.
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Take the guess work out of B2B guest blogging
from MLT Creative blog
One of the best ways to add more voice and variety to your B2B blog is to open it up to guest bloggers. Your blog may start out with one individual responsible for all of its original content. If that’s showing positive results and attracting engagement from your marketplace, you’re doing a great job. But you can do better.
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A B2B Social Media Turning Point

Today’s posts for B2B marketers seem to have a negative tone. I didn’t pick them with that in mind, but these are some of the posts that resonated with me this week. This indicates to me that we are at a turning point with B2B social media. According to many statistics, there is a high adoption rate, but marketers are unsure how to proceed to get results, how to measure those results and how to share their successes. Too many companies have “dipped their toe in the water” of social media, and answered yes to survey questions that they are using social media. Many executives are convinced there is no additional cost to social media, because the platforms are free. If you are a B2B marketer struggling with any of these issues, it is time to go outside your organization for additional resources.

The articles below may help inspire you to move forward in a way to achieve measurable results, but on this rainy Friday (where I am), it should at least get you thinking that there is more to social media than pushing out corporate messages.

And thanks to Alan Belniak for his shout-out in the article below about adding Twitter buttons to specific items in a post or ebook. It’s a great way to get your community to share your content.

Survey: 71% of CMOs Feel Unprepared For Today’s Market
from B2B Marketing Insider
As CMOs go full-force into planning mode for their 2012 marketing strategy, a recent report suggests that they are ill-prepared for the changes taking place in the larger business world. This is according to the Global Chief Marketing Officer survey from IBM.
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Does Good Content Matter Anymore?
from Direct Marketing Observations
We’re content starved. The emergence of tablets and mobile devices has only enhanced our desire to consume digital content. There’s a problem though. When content producers cannot meet the demands of a ravenous public, things can get ugly and the public walks-digitally speaking.
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12 Reasons Your Business Blog is Failing
from Hubspot
Let’s say that a couple of months ago, you decided to really start drinking the inbound marketing Kool-Aid, and you took the plunge: you started a business blog. You put in the time to get it going, published a few posts, and waited for the leads to start rolling in.
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Still Pitching to Use Social Media? Here are Three Steps to Take
from B2B Voices
Social media in B2B continues to rise in use. In fact, research from BtoB magazine shows that more than 90 percent of B2B companies are now using some form of social media to communicate with stakeholders. Before you present that B2B social media plan to executives or a client, the best thing to do is prepare. Here are three ways to ensure your pitch is a success.
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How to Pre-Populate A Twitter Status On The Web
from Subjectively Speaking
You may have come across a site like this before: you see a nice bit of text (a quote, a joke, something with a hashtag in it) that is shareable. Next to that text is a Twitter icon. You click it, and it bounces you to your browser, opens a new window, and pre-populates a tweet for you. All you need to do is click ‘Tweet’ or make an edit or two, and then click ‘Tweet’.
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14 Tweetable B2B Social Media Marketing Statistics

Statistics are popular with B2B marketers, since they can be used for so many things. Here are some recent stats that can help your cause with your social media adoption, or to use in your next presentation. We have also made these stats easy to share with your network by including a tweet button next to each one. If there are any other recent stats that help make the case for what you are doing in social media for your B2B company, let us know in the comments below.

Marketers and Experience

1. 73% of CEOs Think Marketers Lack Business Credibility (source) Tweet This Stat

2. 53% of B2B companies have been using social media for longer than one year (source) Tweet This Stat


3. 68% of B2B companies spend 5% or less of their revenue on marketing (source) Tweet This Stat

4. 40% of B2B companies expect their 2012 marketing budgets to increase (source) Tweet This Stat

5. Social media spending will increase 3% in the next 12 months and 9% over the next five years for B2B companies (source) Tweet This Stat

Social Media Marketing Mix

6. 66% of B2B companies use social networks in their marketing mix (source) Tweet This Stat

7. 34% of B2B companies include blogs in their marketing mix (source) Tweet This Stat

8. 58% of B2B companies using social networks are using LinkedIn (source) Tweet This Stat

9. 57% of companies have acquired a customer through LinkedIn (source) Tweet This Stat


10. 57% of companies with a corporate blog have acquired a customer through blogging (source) Tweet This Stat

11. 72% of companies who blog weekly have acquired a customer through blogging, 78% have who blog daily. And 89% of companies who blog multiple times a day have acquired a customer through blogging. (source) Tweet This Stat

Metrics and Analytics

12. Only 28% of B2B companies calculate ROI on even some of their marketing campaigns (source) Tweet This Stat

Mobile Trends

13. 52% of BlackBerry users are planning to switch to iPhone 5 (source) Tweet This Stat

14. 59% of B2B Decision Makers Researching with Smartphones (source) Tweet This Stat

SocialMediaB2B.com Included in Updated Blog Infographic

Last year Eloqua created an infographic called The Blog Tree that listed top marketing blogs, and showed the interrelationships between and among them. We were happy to be included in that original graphic.

They just updated the graphic as The Blog Tree – New Growth, and we are more excited to be included in this year’s model. The previous version was based on traffic alone, but this time the folks at Eloqua used Edelman’s BlogLevel tool to view each blog’s relative influence, popularity, engagement and trustworthiness. Those are great metrics to be rated on, plus it’s interesting to see how we compare to other blogs in the space.

Below is an embedded version of the graphic, which has clickable links to all the blogs. And there is a list of some of the blogs included that are more relevant to B2B companies. Click over to the Eloqua Blog Tree post for more details about the new Blog Tree.

The Blog Tree: New Growth
View more documents from Eloqua

Are there other B2B blogs that offer great insights and value as you manage your social media programs?

Webtrends Blog
It’s All About Revenue
Cloud Blog
Lewis 360
Q1 Blog
Cloud Net Suite
Openview Blog
Technically Marketing
Chatter blog
The Employer Solutions Blog
Social Media B2B
Content Marketing Institute Blog
B2B Bloggers
Savvy B2B Marketing
B2B Marketing Insider
Brass Tack Thinking
Communications Conversations
Chris Koch’s B2B Marketing Blog
Brafton Blog
Tippingpoint Labs Blog
Spark Boutik
Marketing Sherpa

There’s Content in Your B2B Social Media Data

As you advance your social media activities for your B2B company, you should be capturing great piles of data. Many marketers are so inundated with data, they don’t know where to begin making sense of it. If you are in this category, this post is not for you. This post is for smart marketers that understand how to use their social media data to make better business decisions. But data can also be used to generate great content for your social media channels.

Getting Started
Start by looking at the most popular keywords that drive traffic to your site. Now add in the most popular tweets and the most engaged Facebook updates. This is now a collection topics, ideas and types of content that resonate with your audience. The obvious step, which should be taken cautiously, is that your readers are most interested in these topics and you should publish more about those topics. But if you think about this in a different way, can you break this down by platform and gain a deeper understanding?

Understanding the Content Trends
With the data telling you what works, you can share the same content in different ways on different platforms. Audiences are looking for different things. Top 10 lists do well on Twitter because it is a grazing platform. There is so much content shared that when someone sees a link to a relevant post in list form, they click to read it knowing that it is easily skimmable. The same blog post that explains 10 ways to be a more efficient manager may drive more traffic from Twitter when it is positioned a customer solution, but may do better on LinkedIn when it is framed as career advice.

Testing Other Ideas
Sharing content online is not something that can only be done one way. While there are best practices that work for all, individual target audiences respond to different things on different platforms. Writing a blog post and auto-posting the headline to every social profile is not the only way to share content. It can be the first way, but follow that up with posting other takes on the article. Share a quote from the post or a particular stat that is more compelling as a way to generate some more interest. Some of this may require manual tracking of your data, but testing is the way to understand what works on which platform. Have you thought about making a short video (60 seconds or less) sharing the key idea of a blog post and publishing that as a way to drive traffic back to the blog post?

Data as Content
There are stories to tell around your data, but your company management must be comfortable with putting those numbers out there. Do you have any aggregated data that you can share with your industry? Are there product trends that you can tell others in the industry about? Can you corroborate your findings with other industry statistics, so it doesn’t feel like you are releasing sales numbers? For example, if you are smartphone manufacturer, how do your sales compare to national trends? And explain your analysis behind it, in a way that offers something helpful to those considering a purchase. A computer consultant can talk about how many Windows 7 upgrades they have done, or how many Macs they are now servicing in the field. Think about how your trending data can confirm someone’s thoughts about an upcoming purchase decision.

What are some other ways to create content around your B2B company data?

5 Ways to Improve Your B2B Social Media Content

As B2B marketers work to connect with customers and prospects through social media, one of the keys to those connections is to create remarkable, compelling content. That content needs to provide value to your followers and fans, rather than push your products or services. The following tips can help you create better content, more compelling content and content that provides value.

1. Develop a Monthly Theme
B2B marketers hear over and over that they need to act like the best trade publication in their industry. Usually this means things like cover the industry and create an editorial calendar. But what if you add to the list developing a monthly theme as part of the editorial calendar? Many trade publications have themes to their monthly issues. This means that the majority of blog posts for that month are about the theme. It doesn’t mean you can’t write about anything else, but it provides focus to the content you create in a given month. If you create ebooks or webinars in that month, they should also follow the theme.

2. Add the Voice of the Customer
Very often we create content in a vacuum and assume we know what will resonate with our customers and prospects. Sometimes we get that right. But other times we miss by a mile. To make sure you hit that target more times than not, ask you customers what information would be helpful to them. Ask across industries, company size and geography. The size of your customer base determines the level of formality of the questions. Salespeople can ask informally or you can email a link to an online survey. And find out what kind of information would help convince them to become a customer if they were not already.

3. Involve Customers
Customer testimonials have always been a part of B2B marketing, but they have never been very compelling. What if you include your best customers in a series of webinars about best practices. These are not customers saying how great your solutions (read products) are. These are using your customers’ knowledge and expertise to share with your network. Don’t just limit this to video interviews, but consider webinars too, so they can provide more in depth information.

4. Dedicate Resources
Creating content consistently creates connections with customers, if only for the alliteration. It is ideal if you can have staff that is dedicated to content creation, but if you can’t, you can dedicate time to it. Set aside an afternoon each week, preferably the same afternoon, as sacred content creation time. Put it on your calendar, and don’t let anything interfere with it. If you are creating longer form content on a regular basis, block off that on your calendar too.

5. Combine Disparate Ideas
Part of creating compelling content starts with good ideas, but how you convey those ideas is just as important. And one way to improve your content is to bring together two disparate ideas that show a new way of thinking about your industry or area of expertise. Some recent examples of these include a MarketingProfs post using Springsteen song lyrics as a primer on social media marketing and a CDC post about how preparing for a zombie apocalypse helps you prepare for a real emergency. These types of ideas are also more likely to stand out in an endless flow of online content.

If you have other ideas that you have used to improve your B2B content, share them in the comments below.