Content marketing is a cornerstone of B2B marketing, or even B2C marketing for that matter. Do a Google search, and you'll see that content and blogging has been a major marketing push in the past few years. We know that writing good content drives traffic to a website, but that doesn't mean that you can just write up any old blog post and that it'll be seen by everyone who could benefit from reading it.

Being great at content marketing means understanding SEO and search marketing, distribution and sharing, and how to make your content resonate with a larger audience. Once a person discovers your company by searching for something related to your business (or a topic you've written about), your site needs to be optimized to convert that prospect into a customer. This means having a general understanding of user behavior and setting up engaging calls to action to grab their attention. Getting a customer to your site through content and search is half the battle, but a good marketer knows what to do once the customer has arrived.