Janine Popick | Inc

Content is the new black, isn’t it? Why? You need something to post to Facebook and Twitter, something to create your email marketing campaign with, and something to blog about. This all requires content, whether it’s yours or someone else’s.

If you have a B2B company, however, it might be a little bit more challenging to find this content.

B2B marketing often gets a bad rap for being boring. I beg to differ. There are tons of B2B companies out there doing creative things with their marketing and generating tons of content to engage customers and prospects. For example, I love what American Express is doing with Small Business Saturday. (My company, VerticalResponse, is going to promote it in a big way.) Other companies like Intuit, Wildfire Interactive and Blue by Cox Business produce tons of free and interesting content, from daily blog posts to reports to webinars.

So what might your B2B “content” be? Here’s how you can gain a bunch of traction, attract people to your website or blog, and get them to give you their contact information for follow-up.

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