Social Media B2B: How Much Should You Give Away?

Posted by Rich McElaney

Information has value. Anyone with a website or a blog understands this, and if you pay copywriters or videographers or editors to create content for you, then you understand it in a very tangible way that words or videos have a specific value. Yet, bloggers give away a lot of “free” information – hard-earned knowledge - and they don't ask for anything in return (other than subscribers and some comment love!)social media B2B.


Quite a few businesses are new to the blogging world and they worry about revealing “trade secrets” in their blog. They don't want to give away the shop, because they're afraid that people, having all the necessary information, will just go off and do it themselves. In many cases (in endeavors short of, say, brain surgery) there is a danger of that but if they were to take a serious look at the conversations they have with clients and prospects they’re already doing this to some extent.

For example, a golf professional could post very specific details and video of how to execute a certain type of shot, and players getting ready for their club tournament could practice with the tips and learn how to hit that shot. A tax accountant can offer an eBook with all the details small business owners need to file their taxes, including little-known deductions and other “trade secrets,” and some business owners are going to try to do it themselves.

To the same degree, readers of this blog could follow this series to its conclusion and know everything they need to know about running a successful inbound marketing campaign. And that is exactly my goal. For those who want to do it themselves, I want to provide a road map to do so, successfully.

Often, that's meant going back during the writing process to discover if I've used industry jargon, or skipped over important concepts that have now become second nature to me. Sometimes, I'll begin a post with a broad overview, but then go deeper to fill in details that I didn't realize readers might not know the first time around.

Sometimes, your questions and comments spark ideas for spin-off posts to clarify concepts. (So keep those comments coming!) It's all fine, because I know that for every business owner or marketing executive who has the desire and time to create and execute his own strategic marketing plan, there are others who feel they:

  • Don't have the time to do it themselves
  • Don't have the desire to do it themselves
  • Still don't have the knowledge to do it themselves, even though they probably know more than they realize
  • Think they might be able to do it themselves, but there's so much at stake, they'd rather leave it to the experts
  • Need to focus on their biggest objectives and welcome the support needed to achieve those objectives

If you're reading this blog, let me assure you: You're not missing anything. In the past few months and in the months ahead, the intent is to provide you with all the information you need to run a successful inbound marketing campaign. And we'll still understand if you'd rather leave it to the experts.

Inbound marketing is not brain surgery, but there are some very good reasons to hire an inbound marketing firm to conceptualize and manage your strategic marketing plan. The top reasons are probably a lack of time or a lack of interest, although a lack of certainty about what it really takes to be successful would be close to the top, too.

Some people may try to go it alone, only to get frustrated and then call in the experts. Others will succeed, and that's okay, too.

To sum it up: don't be afraid to share as much information as you can in your area of expertise. You'll gain respect, you’ll initiate and cultivate engagement and you’ll go a long way to becoming a trusted resource for those looking for active support. 

Tags: inbound marketing success, blogging, inbound marketing strategy, social media, strategic marketing plan