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Many traditional marketers see search engine optimization (SEO) and social media as trying to do the same thing, but approaching it in different ways. The crucial point to remember is that they both have the same goal in mind — marketing the business to the consumer. Search engines have already started indexing public social media posts, meaning that SEO could very well apply on social media as well.

What makes a successful business-to-business (B2B) content marketing strategy different from marketing directly to consumers? At its core, every content marketing strategy includes the same elements of defining goals and establishing key performance indicators (KPIs), but a B2B strategy comes with its own unique set of challenges.

If you have happy customers and a good product, you might think that’s enough to have an effective marketing campaign. However, in order to be truly effective, you also need to have customers reviewing and recommending your products or services.

The early 2000s brought about the beginning of the “mommy blogging” trend, a time when online conversation between new mothers provided much-needed support and advice. Before I founded my agency, I had my own blog, as did the women who eventually went on to become my business partners. We relied on this relatively new platform to share our daily ups and downs and forge important relationships that, in many cases, have lasted to this day.

If there’s a topic that attracts nearly as much buzz as influencer marketing, it’s user-generated content (UGC). Wikipedia defines UGC as “any form of content, such as images, videos, text and audio, that have been posted by users on online platforms.” But when we’re viewing this topic through a marketing lens, we can think of UGC as any content related to a brand that is voluntarily produced by its customers.

According to a recent study by Hubspot, when it comes to getting information from and about the companies they’re interested in, consumers prefer videos over every other type of content. In addition to its popularity with consumers, video offers flexibility: Companies can choose scripted videos or livestreaming, can post to multiple channels, and can repurpose video content depending on the venue or target audience.