"Most B2B marketers have embraced the notion that they are also 'publishers,'" says Ann Handley in a recent article at MarketingProfs. "In other words, they understand that in addition to being in the business of selling whatever they sell—shovels or software—they also need to be producing content as a cornerstone of their marketing, both to engage and to educate their would-be customers."

But wordsmiths beware! "B2B companies have to produce the right kind of content: Web content that is honestly empathetic and seeded with utility for your customers," she cautions.

How can you consistently produce content that benefits prospects and clients alike? Handley offers tips like these:

Walk their walk. "Put yourself in the shoes of your customers, and consider what you can do to best suit their needs," she advises. "Be a voice of trusted reason in your industry, about whatever problem it is that your service or product solves."

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