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Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business by C.C. Chapman, Ann Handley

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Chapter 10

Attention B2B Companies: This Is the Chapter You Are Looking For

Whenever we give presentations or keynote addresses, there’s always someone who raises a hand and asks: “Wait a sec. How does this apply to B2B?”

So we’re anticipating that there are a number of you B2B business owners or marketers reading this book now who might be formulating the very same question in your own heads at this very moment. Here’s the thing: everything covered in this book applies to businesses that sell to other businesses—or to any other kind of organization out there, for that matter—whether you sell routers, HVAC systems, swimming pools, or ice cubes or are charged with marketing your synagogue, swing band, accounting services, hospital, zoo, oil paintings, candidate for school committee, Pop Warner football league, pizza shop, or Parent-Teacher Association (PTA). In other words, the Content Rules that make for good content apply broadly, which means they apply to you, too.

That said, we know that organizations selling to other businesses face some unique challenges. So we’re dedicating this chapter to creating content in the B2B world, condensing the lessons elsewhere in the book and packaging them specifically for you. For help, we turned to our friend here in Boston, Stephanie Tilton of Ten Ton Marketing (www.tentonmarketing.com), who works extensively with B2B companies to develop their own brands of killer content. What follows is Stephanie’s account of how to create B2B content ...

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