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Andy’s Answers: How do I make my business-to-business content easy to share?

If you’re a business-to-business marketer, you’ve probably got lots of potential talkers in your industry: journalists, analysts, bloggers, partners, vendors, etc. If you’ve got great content, you’ve got a chance to earn a bunch of well-deserved word of mouth.

But always remember: Viral is the effect, not the cause. Great word of mouth begins with a great reason to talk.

What to do:

  • Put it on SlideShare. SlideShare is to reports and presentations what YouTube is to videos. This is where your prospects and industry peers are going to find and share great content — so make sure your stuff is here too.
  • Let people use all of your content. You’re much more likely to get great coverage if you give everyone your full report and lots of related information, images, and charts to help them create their own valuable content around it. It can make the difference between a few half-hearted promo links and dozens of in-depth, thoughtful analysis from respected peers.
  • Get out of the way. Lots of business-to-business marketers — with their complicated forms and their demands of your personal information — are their own worst enemy when it comes to word of mouth. You’ll can dramatically speed up the sharing by removing all the obstacles between your prospects and your content.