Back in October 2011, Entrepreneur.com published an article by Mikal Belikove, Why Content Marketing is King (you can see my comment underneath the article). According to Mikal, content marketing has surpassed "search engine marketing and public relations". I fully agree that content marketing is one of the best cost-efficient tools available for those entrepreneurs who want to build their brands in the B2B environment (read more on how to build a brand for B2B here) and don't have the budgets for placing expensive ads in specialized ad magazines.
Here's how the author defines content marketing,
It's the creation and publication of original content -- including blog posts, case studies, white papers, videos and photos -- for the purpose of generating leads, enhancing a brand's visibility, and putting the company's subject matter expertise on display.
My clients, as well as people who find me on on the web, sometimes ask me how often they need to produce content in order to have positive results. Many of them, especially solo entrepreneurs and small startups, fear venturing into online content creation just because they think that they will not manage to deliver blog posts, tweets and YouTube videos frequently enough.
But how important is the frequency of posts, Facebook, Twitter, Google Plus and other updates for B2B brands? It all depends on your objectives. If you want a lot of traffic coming to your site, then you'd better deliver content frequently, and with predictable regularity. For big blogs like Mashable, TechCrunch, Trendhunter, this is crucial to their business model, which depends on the amount of of web visitors, which, in their turn, attract advertisers.
But for B2B entrepreneurs, it's content quality, not quantity, that should matter most. If their prospects visit the blog, it's mostly for the purpose of screening the level of expertise of the expert whose services they are looking for. If you are a lawyer, who blogs occasionally, bear in mind that your customers will want to see how convincing you are about your expertise. They want to trust you. And top content published on your blog can deliver just what they are looking for.
Here's my branding advice for B2B companies: concentrate on making top-quality content. It won't build your brand overnight, but it's a sure strategy to stand out from the crowd and build your expertise.