Newsletter | April 14, 2021

04.14.21 -- Creating Content Is Half The Battle (But It Doesn't Win The Buyer Attention War)

  In This Issue:  



Imagine this: It’s the first day at the biggest trade show of the year. Your sales team is caffeinated, excited, and eager to talk to buyers. They pick up their badges and march to the booth.


But that booth is set up on an empty show floor. The event is actually taking place at another convention center, in another city altogether. 


This nightmare scenario plays out every day in real life. It’s a nightmare to create content with no plan to distribute it where your buyers are likely to engage with it. That's the focus of this week's featured article, which reminds us how important it is to promote our content where prospects are likely to engage with it.


Thanks for reading,




Abby Sorensen

Chief Editor | Follow Your Buyer


Creating Content Is Half The Battle (But It Doesn’t Win The Buyer Attention War)

B2B marketers are often too enamored with driving traffic to their website instead of distributing content where your buyers are more likely to engage with it.

So You Want To Be Your Own Publisher…

It’s a time consuming, resource-intensive endeavor to build, maintain, and grow a high-quality audience of B2B buyers, and that’s why being your own publisher is harder than you might think. In fact, it's typically THE hardest part of content marketing.

Stop Looking For Customers, Start Attracting Them

The key to gaining buyers’ permission to participate in the early stages of their journey is to provide them with relevant, helpful content.

B2B Marketing Around The Web
The Big Reset: Data-Driven Marketing In The Next Normal

"Precision marketing is only as good as the data behind it. New models with old data are still likely to provide inaccurate results," says McKinsey in this new article. Although much of this speaks to B2C marketers, there are some insights B2B marketers can glean. Thanks to Follow Your Buyer subscriber Perry Rearick for sharing this article!

7 Reasons Why Nobody is Reading Your Content

Reason #6 in this classic blog post from Neil Patel is something every B2B marketer should read. Actually, the entire article is worth reading, but especially #6. He says, "If you’re simply posting links to your latest blog post on your Twitter account, you’re probably going to get ignored."