"One of today's hottest B2B marketing topics, along with social media, is content," writes Susan Fantle in a guest post at Marketfish. And if you want your content marketing program to generate and nurture the right kind of leads, she has advice like this:

Tell them what they want to hear. Ask your leads about the three biggest challenges they face, and use feedback to create content—e.g., whitepapers and webinars—tailored to their specific concerns.

Don't skimp on no-strings-attached insight. "[I]f your solution is collaboration software," she suggests, "include usable advice on how to improve collaboration without buying your product. That approach positions your company as a trusted 'thought leader' and shows that you truly care about helping them solve their problem—not just selling them software."

Give everyone something to consider. The more complex a sale, the more decision-makers and influencers you will encounter. Be sure that your content addresses a wide range of interests and pain points.

Make them register—but only sometimes. You'll reach a larger audience when access to content doesn't require registration. "However," she notes, "a B2B marketer's ultimate goal is generating qualified leads that can be nurtured and turned into sales. To do this, one must require registration for access to the more in-depth content or informational offers being made."

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