Newsletter | June 9, 2021

06.09.21 -- 3 Keys To Ditching The Marketing Speak And Developing Relevant B2B Content

  In This Issue:  



"Pack a lunch," suggests this week's featured article. "There are no shortcutsBuilding an audience takes time, commitment, and resources."


If my math is correct, this week's Follow Your Buyer newsletter is the 84th consecutive weekly edition (don't quote me on that, math is not my strong suit). And we're just getting started.


If you're a B2B marketer hoping to toss some content on your website and watch leads start to flow in, think again. Unpack that lunch, and settle in for the long haul. It's worth it, we promise. Thanks for reading,




Abby Sorensen

Chief Editor | Follow Your Buyer


3 Keys To Ditching The Marketing Speak And Developing Relevant B2B Content

Typical B2B marketing overflows with overused, self-serving puffery like "best-in-class" and "results-oriented." As meaningless as these terms are on your homepage and brochure, using the same approach for your content marketing will almost certainly have disastrous long-term consequences.

The Best Content Marketing Can’t Outperform Bad Sales Follow-up

A perfectly executed content marketing strategy won’t lead to more revenue unless sales follow-up is existent, effective, and consistent.

Why You Can't Afford To Ignore Content Clusters

In case you missed it, here's one of our favorite Follow Your Buyer guest articles, courtesy of Paul DuPont. He explains why a content cluster provides context as well as a logical path for readers.

B2B Marketing Around The Web
Why Acquiring First-Party Data Is Not An Easy Substitute To Third-Party Cookies

Thanks to Follow Your Buyer subscriber David Fortino for sharing this article, it's a good one. Seraj Bharwani, Chief Strategy Officer at AcuityAds, shares a guest post for Ad Exchanger that says, "There is no question that first-party data would be highly advantageous for targeting and measurement in the absence of third-party cookies. Unfortunately, most brands don’t have legitimate reasons to frequently interact with their target consumers unless they create new content, solutions, and services that consumers would value in exchange for first-party data."

These 10+ Expert Tips Explain How To Really Scale Content Production

Ann Gynn, Content Marketing Insitute blog editor, says, "To scale your content marketing, do what restaurant chefs do: Create systems and processes that let you deliver delicious content no matter who is involved in creating and distributing it."