B2B Marketing and Branding

The more books and articles I read about B2B Marketing in the internet age, the clearer it becomes that product publicity is key when it comes to branding.  In the book, “Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media and Content Marketing, Lee Odden writes about B2B content marketing optimization. 


Odden states, “There’s usually a lot more content romance involved with B2B prospects before they become customers.” That is something we have realized at Venmark International since our inception in 1976.  In fact, that’s why I founded the company.  We specialize in publicizing products based upon creatively presenting their features, benefits, and applications in such a way that editors will be interested in sharing the information (content) with their readers.


The collective impact and repetition of messages about how a company’s products and services solve problems is the best way to reinforce that company’s “brand” as a problem-solver.  If, for example, a company fabricates optics and wants to attract more B2B customers, then the best way to do that is to illustrate how the company solves problems.  Those problems might involve tolerances, materials, key features such as hardness, optical clarity, or some other criteria.


The more quality content published online about a company’s distinctive capabilities, the greater the odds the company will show up on page one of Google during the next search conducted by a prospective customer.  And when that prospect notices that the company is visible in numerous searches, that reinforces the probability they will visit their website.


So, if you want to be identified as a problem-solver, the best way to be included in search results is to have a publicity campaign that lands your products and services in high quality websites and blogs.  It is the content in those sites that creates the links necessary to show up high in organic search results.



© 2012  Steven M. Stroum   All rights reserved


Steve Stroum

Steve Stroum

Steven M. Stroum, founder and president of Venmark International is a seasoned publicist, marketer, and entrepreneur who has been featured in INC Magazine, Sales & Marketing Management Magazine, Industrial Marketing, OMNI Magazine, USA Today, The Christian Science Monitor, Boston Globe, Boston Herald, The Middlesex News, San Francisco Chronicle, and other media outlets. He has also appeared on numerous radio and television programs, addressed many business and civic groups, and been a guest lecturer at Boston College, Babson College, MIT, and his alma mater Northeastern University.

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