How B2B companies can play the content development game.

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Over the years as an ad man I have had the good fortune to work with many B2B companies. I have gotten the opportunity to see the inner workings of some of the most successful companies in the U.S. More often than not I have found that these B2B juggernauts are home to brilliant engineers, product developers, software designers and genius number crunchers. What you don’t typically find, however, in a B2B environment is a stable of creative writers, video producers and savvy bloggers who are chomping at the bit to create digital content for their company. So how does a B2B company generate interesting content that will in turn attract a loyal following of online visitors? In a recent SEOLand post Brian Kaminski, managing director of SEO firm iProspect in San Francisco suggests leveraging a company’s PR department to take on the role. An informative read and a very smart idea. But what if your B2B company is small or midsized and doesn’t have the luxury of utilizing a PR department? You could hire on one or two individuals to create content for you. But that would mean taking on more employees to manage with the added cost of salary, health insurance, benefits and sick pay, etc. There’s a third cost-effective and efficient solution; hire a third-party company like Brandsplat dedicated to creating interesting branded content to take on that role. I don’t normally plug my companies’ services in blog entries, but I believe we offer B2B and B2C organizations an opportunity to reap the rewards of original branded content on the Internet without the cost associated with having a dedicated internal department. The thinking here is you wouldn’t take on the expense of an in-house advertising department when you can hire an outside agency to do the job for you in a more effective and cost-efficient way. Today it is common practice to hire third-party companies to do your advertising and media buying. So it’s a no brainer to do the same for content creation. At least that’s what I’m betting on.

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