• http://www.siteworx.com PatriciaMejia

    Love this post because it gets to the heart of why B2B content strategy is so difficult to do and why so many firms struggle with it. Thanks!

  • http://Redclayinteractive.com emilygay

    Byrne,
    I agree that quality content is important, particularly in B2B, especially since Panda. However, I disagree that using jargon/industry lingo can make you an industry expert. I think it’s more accurate to say that to use industry lingo correctly and effectively, you must immerse yourself in the industry, and industry immersion can make you an expert.

  • http://www.freshegg.com/ Katherine

    I’m not familiar with any Jargon but i do understand what you are saying. I think it also helps to look a bit more professional and shows a good understanding of the work you will be carrying out.

  • http://www.ummmmheyyyy.wordpress.com Samantha McCormick

    I think you’re wrong when you assume that all B2B purchases are A) high-investment, very expensive purchases and B) made by someone who knows the product in and out.

    You’re also assuming consumers and B2B shoppers are two different species — but in reality, there are uneducated consumers and highly educated consumers, just like there are uneducated B2B buyers and highly educated ones. I say “educated” when I’m talking about knowledge about the product, of course.

    Using jargon is great – sometimes. You’re advocating that it should be used in *all* B2B content, in every case. That really narrows down the amount of people who will actually understand what the heck you’re writing about when they land on the page. I think a great site is a site that provides content for all levels of buyers — so if they land on a jargon-filled page, they can easily click a link that takes them to a beginner-level page.

    There’s only one side to this article, and it’s very underdeveloped – something I hardly ever see on Search Engine Land posts. Frankly, I’m disappointed in the lack of thought and analysis that went into this.