Rand Fishkin shares some tips on “Creating Content that Appeals to a Link-Savvy Audience.”
While much of B2B content needs to exist specifically for core users, it can be great marketing to post the occasional article that has a broader audience appeal. Among Rand’s suggestion are to focus on topics that are “unique, interesting and tell us something we don’t know. They’re also easy to digest and consume, easy to share around a dinner table or a water cooler and make for good first-date material.”