How to Find Credible Sources for Articles, Blog Posts and Whitepapers

One way to keep your B-to-B content fresh is to inject the information and opinions from experts related to your product, service or industry. Writers call these their “sources,” and developing these relationships can inject new life into your website, blog, e-newsletter and articles.

Look for sources who are regular users of the product or service.

If you are a manufacturer, an expert doesn’t always have to be a CEO, engineer or marketing executive. A source can also be a customer or dealer who has experience with the product in the field. If your company is in the business of renting machinery, the opinions of a machine operator or a construction project manager would be very valuable to a potential customer. Each source will have a different perspective on the experience of renting a machine. Varied experiences will add credibility to your message. Customers love reviews from regular people. Salespeople can help identify potential candidates.

Look for sources in a business related to yours.

Your topics don’t always have to revolve directly around your business. A moving company might ask a professional organizer for moving tips that could form the basis of a blog post, checklist or whitepaper. A commercial real estate advisor might ask a lawyer to provide information about lease transactions.

You can find sources for a wide variety of topics using a free service like HARO (Help a Reporter Out) to identify experts in particular fields willing to answer questions for an article. PR Newswire has a similar service for journalists. You can also identify like-minded bloggers using tools like Technorati or Twitter. Consider asking an expert to write a guest post on your blog.

Look for sources through industry associations and publications.

Industry associations and b-to-b publications are typically tremendous sources of information. If you see an article you like, ask the editor for permission to republish it in your e-newsletter, on your website or in a blog post. (There may be a fee.) Search the news sections of an association website for press releases highlighting industry research and to identify potential interview sources.

Look for sources among your strategic partners.

Your strategic business partners may provide content that your customers find interesting. In fact, they may already be creating that information for their own customers. Explore content sharing ideas with other businesses and industry trade groups. For example, a website developer might provide information on the latest updates to Google for any number of firms with small business clients. I know I often share my marketing articles, blog posts and presentations with a local printer.

Finding credible and intelligent sources for your online content can go a long way toward building your company’s online reputation. If you have a large audience, sources may be happy to provide information for its publicity value. If not, you may have to work harder to get what you need. Start by building relationships with industry movers and shakers. One way to do this is to comment on their blogs, “like” them on Facebook and follow them on Twitter. And of course, make every effort to meet in person. However, be realistic in your expectations and let them know how their business might benefit from the relationship.

B2B Video Advantage

Content is more than words on a screen. In a recent collaboration with MicroShare Intl., an Internet marketing firm, a copy writing project quickly transformed into a new video product describing the company’s offerings. The client’s initial page was text heavy. We replaced the text blocks with graphic links so the reader could select the text by topic. The newly formatted text is concise and client-focused.

The company president, Barry Schimmel, made a simple video series using the text as a script. In this way he personalized the message and delivered it directly to his potential clients. Such is the power of video. When three video testimonials were added to the bottom of the page, a new video sales letter product was born. They are using it as an entry product for their more extensive services. Here are some video tips Barry shared.

Don’t make it all about you.
Try to teach something related to your product or service.
Stay personal and project your passion for problem solving.
Talk directly to your potential clients. Be authentic.
Keep it simple. Try to keep the length of the video between one and three minutes.
Tell a story.

People love stories. Think of the fairy tales you liked as a kid. In the beginning something happens to a character, creating a need or desire. In the middle, while the character is pursuing his need he faces an obstacle which causes a struggle to ensue. In the end, the character is transformed. A resolution occurs.

Today, the best businesses engage and educate by integrating all sorts of content including text, video, graphics, photos, and sound. Don’t limit your choices. Use them wisely and selectively.

Worst Sentences Fixed

Professional writers can deliver more with less. I reduced the confusion in the following sentence by using 20 words rather than 40.

BEFORE: “Figure what type of product you are going to store, what type of crate are going to be used, and then you can determine how strong of pallet racks you want to install and use in your own storage areas.”

AFTER: Identify the types of products and crates used in your storage area before determining what pallet rack strength you need.

The following sentence is reduced from 15 to 8 words.

BEFORE: “Expanding business can be difficult, but does not mean that it has to be impossible.”

AFTER: Expanding business can be difficult, but not impossible.

Should 24 words be used when 5 can get the meaning across?

BEFORE: “Firstly, one must always remember that the sole purpose of writing the article is to inform people not to promote their business or products.”

AFTER: Articles should inform, not promote.

Do you have an example of when fewer words created a better understanding?

Spring Brings Content Change

The seasons can be a source of inspiration for content appearing on your website, blog or email newsletter.

When spring weather hits, contractors are in full-blown work mode. With increased competition for jobs, contractors are looking for new ways to reduce their operating costs. Here are just a few spring-centered content ideas for your contractor customers:

Tips on Fuel Savings

With the cost of diesel fuel running averaging nearly $4.00 per gallon nationwide, this is a clearly a source of pain for contractors. By publishing information on reducing fuel consumption, such as strategies for reducing idling times, preventative maintenance, operator training, and fuel efficient technologies, you are sure to add value to your relationship.

Illustrate savings through actual case studies and get feedback from other contractors on what strategies really work.

Wet Weather and Safety

Construction is one of the most dangerous careers and safety information is always a top interest among contractors. Your customers will appreciate coverage of timely topics related to seasonal conditions. Spring hazards include electrocution as well as slips and falls due to wet, slippery conditions. Design the content so that it can be easily be used in the field, with a place to list those who attended the safety talk. An English and Spanish version is also helpful.

What’s on your content calendar for spring?

Search Engines Channel B2B Purchase Decisions

Do you understand how potential customers search to find the products or services you offer? Search engines have become B2B buyers’ primary source for finding information throughout the purchase cycle.

A study on B2B search behavior conducted by Enquiro and MarketingSherpa showed that 93.4% respondents use the Internet to research a business to business purchase decision. Where do they go first? Nearly 64% said – search engine.

When do they search? The largest group (nearly 30%) began one month before buying. Next were those who searched two to three months (24.7%) before making a purchase. A lesser number (22.5%) began their search within a week or two. The more expensive the purchase, the earlier the search started.

User research from the Nielson Norman Group shows that when buyers know the company name, they first type that into the search engine address field. If the buyers don’t know a name, they search by product name or model number. If they don’t know either of those, they use keywords that describe their problem or the function of a product or service.

Location may also influence buyers search strategies. They include a city name or zip code in their search. Google, the most dominate search engine used, introduced Google Places in response to this behavior. While Google Places is a free way to advertise and locate a business, the site is owned by Google, not the company.

People trust that the top organic listings are relevant and from competent companies. They figure if the company knows how to rank high on search engines they are probably doing something right with their business. The top three organic search rankings have the highest click through rate. Even the top three sponsored links get the highest click throughs. (Side ads rank higher in click throughs than those listed at the top.)

Buyers are busy. Many seize the search-result moment with quick eyes, scanning until they find what they want. They usually limit their search to two or three companies. Once they get to the website, they are looking to gain knowledge, and then use that knowledge to compare and assess.

They look for signals that a company serves businesses. Content needs to convey this quickly. On the Armstrong website (manufacturer of floor, ceilings and cabinets) the word “Commercial” is prominently displayed with photos that show commercial interiors.

A well organized website exudes competence. Making it easy for buyers to gain knowledge shows respect for them. Buyers will leave websites that are unorganized and self-serving. Remember that while on a business web page, the buyer is still searching. Make finding what they need easy.

In addition to buyers, there are others searching for information about a business. Those may include journalists or someone looking for sourcing potential partners for distribution of a new product. These searches may not result in a purchase, but they can bring something positive to a company.

Getting found requires optimizing every aspect of a business site for search engines as well as high quality writing, great visuals and a creative approach to sharing knowledge. Ensure a gratifying experience by understanding how buyers search. Then help them move from seeker to satisfied.