Companies conduct Search Engine Optimization (SEO) or Search Engine Marketing (SEM) for the sole purpose of driving prospects to their site. Helping a newly formed B2B company create their first Website spurred me to visit dozens of sites in search of examples I could show them from their industry that follow best practices. In the process, I made a sad discovery.

Media sharing sites, social networking profiles, blogs and online reputation management tools are all part of a larger strategy of web presence optimization , maximizing your online presence through various forms of media and most importantly, interlinking these points of presence to maximize your company’s visibility in search. Despite the widespread adoption of social media in the marketing mix, many companies still use this medium less than effectively. This is perhaps not surprising given that, according to recent research by Business.com , 40% of b2b marketers have been

Think “25 Must-Read Email Marketing Resources,” “15 Influential Leaders in Search Engine Optimization” or “30 Can’t Miss Social Media Conferences.”  For example, with the “15 Influential Leaders in Search Engine Optimization” post, thought leaders profiled are likely to link back to the post from their own blog or corporate website.  ProBlogger effectively used a reverse blog post concept with “How Not to Promote Your Blog,” and played off the shock value. A challenge many B2B organizations face is consistently creating content that’s unique, relevant and resourceful – all at the same time.