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4 Effective Ways B2B Content Builds Relationships

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Engaging B2B content can improve search rankings, conversion rates, lead generation and even overall revenue, but it also builds relationships. When you read great content, aren’t you compelled to comment or share it? That’s the beginning of building a relationship.

Instead of direct selling to prospects, begin to build a relationship with them; forge trust; find out their needs and recommend the right solution for them---prospects buy from people they trust.

Ready to know more about building relationships with content? Here are 4 ways that B2B content helps build relationships.

  1. Guest posting: Writing blog posts on other B2B blogs in your industry is a powerful way to position your brand in front of a new audience. By getting in front of other established blog’s readers, you have the potential to build relationships with many readers. To start a conversation with those readers, do such things as invite readers to comment on your post and reply to those comments in a timely manner.Relations aren’t built without effort---you need to encourage readers to engage with you. By delivering helpful, relevant information in your guest post and invite interaction, you open the door to a relationship with that reader.

  2. Commenting: Whether it’s on a post from your B2B blog, a guest post or going out and commenting on other blogs in your industry, commenting is a small but powerful way to start conversations. Start building relationships with readers by finding outside blogs or B2B forums, and see what others are talking about and then add to the conversation by adding your own comments. By providing value to the conversation, this expands the audience you are trying to reach and starts building relationships.

  3. Social media: B2B social media puts you in touch with prospects in a more personal way---engaging on a personal level with prospects helps build relationships and builds up trust with your prospects. Using B2B social media, you have the opportunity to easily monitor and engage with others on issues in your industry. Also look to monitor social traffic for mentions of your brand, both good and bad. By becoming a resource for them and solving their problems, you can build and repair relationships with potential prospects.

  4. Links: You may have heard to be cautious when linking away from your site and it’s true---you should be cautious. However, to get link love, you have to share link love , especially when it’s providing your audience with value. There will be times when the benefits to sending links away from your site outweigh the negatives. By linking out to others, it’s a signal that you value their content. This can be an effective strategy for beginning a relationship with others in the industry and may even result in a link back to you.

Great content not only informs and sells; it also builds relationships with prospects and influencers in your industry---an example of a great B2B blog is this Marketing Profs blog.

When you leverage powerful B2B content from blogs, social networks and even content sharing through links, you start to build the right relationships that will be valuable now and in the future.

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Maria Pergolino works as Director of Marketing at Marketo, where she specializes in demand generation, inbound marketing, and campaign optimization. She has worked in marketing for over ten years, and specifically in online marketing including social media, search marketing, and lead generation and nurturing for the past six. Maria has a Marketing Degree and MBA from the School of Business at Rutgers University, is a Salesforce Certified Administrator, and a speaker at numerous marketing events. She is the author of the most success social media book created specifically for B2B Marketers, The Definitive Guide to B2B Social Media, and has also written for many marketing blogs, including frequent contributions to Marketo's popular blog, Modern B2B Marketing, found at You can reach Maria at or For questions about marketing automation please email

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  • by JinAtSmilely Thu Aug 26, 2010 via blog

    The golden rule is: give others attention and they will return it!

  • by Lynne Capozzi Thu Aug 26, 2010 via blog

    Maria, Great post.
    Developing valuable and engaging content has become an important initiative for marketers, and at Acquia, we’re seeing this movement with the growing interest in open source social publishing systems, like Drupal. Marketers are taking advantage of these platforms to establish communities centered around their content, as well as user generated content. If you create a home for engaging content, your audience will bring the conversations to you. – Lynne Capozzi, Acquia

  • by Donald Arinze Sun Aug 29, 2010 via blog

    Great post Maria. I have taken the liberty to re-publish it on my blog. Keep up the good work!

  • by Vijay Menon Mon Aug 30, 2010 via blog

    Maria, excellent points all, but a lot of people know and practice these already which sort of makes it difficult to be noticed amidst all the clutter. (Everyone is a thought leader these days!).

    While I absolutely believe in the value of good content, I find that nothing quite beats a focused direct mail or ad campaign (think Adwords) to drive vistors to my website. And since my website allows me to present my case without extraneous noise, people who are interested in what I have to say more often than not send me an inquiry subsequently. I've had far less success in getting inquiries by participating in other people's blogs.

  • by B2B Wed Jun 15, 2011 via blog

    Thanks for such a great post. I appreciate it......

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