Information is the best B2B marketing tool (thanks to The Best and the Brightest Oct 15, 2005 12:00 PM , By Ruth P. Stevens )


WHEN THE TOPIC is business-to-business direct marketing, I'm often asked about what kind of response rates to expect, about the most productive media channels, the best lists, the best time to conduct a campaign, the most effective qualification questions. I always answer the same way, much to the frustration of my listener: “It depends.”
But when the subject of the best offer comes up, I don't have to hedge: “It's information.”
Without a doubt, in most B-to-B situations an offer of some kind of information about how to do your job better, how to solve a business problem, or how to save time and money is the one that will drive the best results for direct marketers.
Why? For the same reason that “free trial” is probably the best all-around offer in consumer direct marketing. It combines the three magic ingredients:
1. A strong appeal with high perceived value.
2. An innate ability to qualify the prospect.
3. Relatively low cost and risk.
It attracts, it qualifies and it doesn't break the bank. Bingo. The perfect offer.
But why does information pull so well in business-to-business? Because of the essential character of the business buyer. This person is trying to get a job done. When making purchase decisions, the buyer is thinking about the company and the job as well as his or her own personal benefit.
Information fits the bill perfectly. Think of the myriad benefits information can fulfill for a business buyer:

§ Ideas for cutting costs or improving productivity.
§ Proof points like testimonials, research reports and case studies.
§ Insight into what's working for the competition.
§ Data that will help sell the idea internally.
§ Fresh content that makes the prospect look good, and smart, and like a valued contributor to the firm.

The most attractive information is very specific, gives immediate assistance on the job and is deeply relevant to the business buyer. Thus, in turn, only businesspeople who actually have that need are likely to respond. This means an innately qualified prospect. Compare the attractiveness of an offer for “10 Tips for Making Your Business More Profitable” to an offer for a free T-shirt. I rest my case.
And the best thing about information offers in an electronic age is the cost: next to nothing. Sure, you can spend money. You do have to write the piece, or otherwise acquire the intellectual property. But when converted to a PDF download from your Web site, the incremental cost per piece is zero. Even when packaged as a book, a CD or video, information is cheap on a cost/benefit basis. The variable production cost may be similar to that T-shirt, but the value perceived by the prospect is far higher.
Of course, “information” is not just an offer. It's a category. Information offers come in all kinds of forms, each with strengths and weaknesses. Let's consider how to get the most out of the leading formats.


B-to-B Information Offers That Work
§ Article reprints
§ Books
§ Case studies
§ Newsletters
§ Product demos
§ Research reports
§ Seminars or Webinars
§ “10 tips” brochures
§ Videos or CDs
§ White papers

Tips for becoming a better blogger
from Sheila Ann Manual Coggins at Weblogs.com :

1) A good blogger blogs regularly. Some say 3 to 5 times a week is a good number. Others work on a daily routine. Overall, once a week is probably considered the minimum amount.
2) A good blogger should have a distinct voice/personality. You can tell if that person is just copying something or just recycling content. While aggregated blogs are okay in some cases, blogs that show that the blogger is a real person help to distinguish one blog from millions of others. This brings us to item #3.
3) A good blogger should be conversational. “I know I’ve found a good blogger when I feel like I just had a conversation with that person from reading a post,” wrote Kim. Much like having a friend or a trusted colleague. Even if the blogger is trying to sell something, he or she shouldn't sound like a salesperson.
4) A good blogger should have good content. Thought-provoking, entertaining, funny, intense, informational, inspirational, deep… Whatever the style or the subject matter, good content is bound to touch and to reach out to the right audience.
5) A good blogger takes the time to respond to comments (or emails, messages, etc.). While this may not always be feasible on an individual basis, especially for bigger blogs, it’s always good to acknowledge your readers in some way. Individual responses make it personal. But, if that’s not possible, a “mass response” via another blog entry or comment can show your readers that you do pay attention --- and that you do read and appreciate their comments.
6) A good blogger knows how to come up with great subject lines. With masses of information swirling around us, a good subject helps to get things to stand out and be noticed. For example, which one are you more likely to click, a subject line that says: "What I Did Today." Or, one that says: "The Amazing Breakfast and TV Marathon Day"? If you ask me, I'd go for the latter.
7) A good blogger takes time to pay attention to spelling and grammar rules. The writing doesn’t have to be perfect and typo-free all the time. Even experts and professionals make mistakes. But, if a blogger doesn’t try to do a better job at expressing oneself in writing, somehow the message gets lost in the muddle of writings that LooK likE thIS alL tHe tIMe… or LIKE THIS… I'm sure you get the idea.
8) A good blogger learns how to be brave. Blogging can be very scary business. It’s terrifying to “put yourself out there.” Even if you’re not writing about personal stuff, words are very personal things. Someone can criticize what you write, disagree with your views, or simply say that you’re just a nutter on the loose with a blog. If you’re being real, then these things can hurt sometimes. And, even if no one’s slagging you… The constant need to do what you need to do as a blogger needs bravery too.
9) A good blogger is tenacious/resilient. There are a lot of challenges in the blogosphere: how to learn the technology, how to “work the web”, how to find - and keep - readers, how to get listed in search engines and directories, how to keep up with news, how to come up with content… and so on and so forth. That’s why bloggers need to develop tenacity/resilience.
10) A good blogger practices blogging ethics/etiquette. Accept mistakes and own up to them, don’t copy-paste complete blog entries and articles in to your own blogs (that’s stealing), among other things. (Also See: Top 10 Weblog Ethics and Etiquette Tips)
11) A good blogger knows how to maintain good relationships online. It’s more than just responding to comments and emails. It’s more than just linking, cross-linking, promoting and cross-promoting fellow bloggers. It’s about knowing when to assert yourself and when to back down. It’s about following up on your word and keeping your promises. It’s about not snubbing “the little people” just because you feel that you won’t get anything from them. It’s about respect and responsibility.
12) A good blogger knows how to have fun. Smile. Laugh. Take a break. Relax. And, if needed, a good blogger knows how to walk away from blogging every once in a while.

LIST OF BLOGGERS

This is a list of coporate blogs . But you can also find lists of product blogs.

This is a list of the CEO's who blog. They're listed by country. Lasdt time i checked there was just the one from NZ. It includes instructions for how you can get your blog listed - you are a CEO, aren't you?

So you want to learn how to podcast?

This is the link to instructions for how to set up a pod cast. It explains everything the budding muso entrepreneur needs to know.