Think about your communications this way: content is like a juicy piece of meat carried by the burglar to distract the watchdog of your mind. That’s the idea of artful communications theorist Marshall McLuhan. It was long before Web 2.0 was even a glimmer in his mind’s eye.
The point is that there a lot of distractions today. Your audience is well fed. Twitter has reported serving 140 million Tweets per day and Facebook has over 500 million users pumping out 700 status updates per second. Even the most sophisticated B2B communicator has a big challenge. It takes a lot more than optimizing yourself for search engines or even clever brochures.
If you’re a business that’s trying to attract attention you have more opportunities than ever before. But, so do your competitors and everyone else. There’s dangling meat everywhere vying for at least a sniff.
What’s required is a healthy balance of information that’s reliable and compelling. It all boils down to the way you position your company and your perceived value. Add to that, a smart, consistent targeting strategy. If you do it right, then the value you provide in your communications will reflect the value of your product. In fact, a juicy communications program – with useful, relevant information – will make you look like a company that people like working with. They ‘Like’ that. 
