B2B Marketing Content: Lure or Lasso?

I picked this saying up from Gary Vaynerchuk’s new book called Crush It.

I really liked the idea of content having dual purposes and not just the purpose of posting to your website or blog.

The lure part is really about a steady stream of content that is consistent in its frequency which is why as people come to depend on it brings people back to your site time and time again. You can call it Inbound Marketing (like the folks at HubSpot do) or you could call it Content Marketing (like the folks at Junta42 do) but whatever you call it its the basis for all your online activity.

The lasso part is really about an “away game” for your content. Gary defines in the how to build your personal brand sense of commenting on blogs and inserting yourself in to conversations. Which is a space that everyone can improve upon because it engages a new audience with the way you think. But also you can think of this as where you can use your content in other social spaces. Perhaps on Facebook, or syndicated to another group blog, or just other places to get you exposure.

The hard part is creating the content – the fun part is finding ways to get it seen by others and have them drive back to your site or blog and engage with you!

4 comments to B2B Marketing Content: Lure or Lasso?

  • I’ve not yet had the pleasure of reading Crush It, but I love the idea of lures and lassos. (P.S. I also really like the look of your new blog in HubSpot, Paul. It looks superb!) The key to content (and I’m big fans of inbound marketing and content mgt) is to find many ways to reuse and re-promote it.

    One example I learned from Jim Burns at Avitage is to record a thought leader interview (podcast), then commission a transcript. Read it and highlight key comments which lead to multiple blog articles.

    Jeff Ogden, The Fearless Competitor
    Find New Customers

  • @Jeff – Great idea on the podcast and transcript – I can take that one a level higher – try the same in video, do a video interview, sample audio comments to create a podcast and transcribe to make a written post out of it too!

  • Great posts. The key to content is instilling discipline in yourself and your colleagues to “bite the bullet” and regularly create value add content

    For me it’s always been easier said than done!

    Dave Finkelstein
    Technology SEO

  • @Dave – Its true – sounds good in practice but its hard to pull off – look to magazines for inspiration – they have been doing it for years!

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