The need to develop content to satisfy both end-users and the search engines has made writers out of everyone.
The search engines want to see that your company is an authority on certain topics and relevant to what people are searching for, while current and potential customers/buyers/users demand that information is available to help them make their decisions as well as make the most out of what they've already invested in.
For example, someone in search of social media software may or may not know just how many painpoints a vendor could solve so content containing use cases, surveys and editorial-type resources like how-to articles could help them visualize how their company could grow using this product. Additionally, content can help that business buyer pitch the product to stakeholders who may need to approve the purchase. For these reasons, 70 percent of business-to-business marketers are producing content than ever before.
Hootsuite, for instance, provides a variety of content, including one article on how to create a social media calendar, which is relevant to those in the research stages as well as existing customers, because Hootsuite can be used to schedule out those posts.
Head of analyst relations, public relations, customer advocacy (People Heroes), customer community, content marketing (full funnel/lifecycle), content operations and optimization, reputation management and social media. Leads a team of nine superstars to exceed our goals multi-fold.