As a B2B Marketer, you can use Browse My Stuff to create a powerful new kind of site focused on your industry in order to:

• Get your brand, message and content in front of B2B Searchers.
• Provide a rich source of content without having to create it yourself.
• Pull together your scattered existing content and organize it in a meaningful way.
• Easily create a relationship with bloggers and other key influencers in your industry.
• Build expertise and credibility with your audience through association with industry experts.
• Build brand awareness.
• Be seen as an innovative company that is closely tied to the newest happenings in the industry.
• Feed into newsletters and nurturing programs.
• Be at the center of industry conversation.

There’s a lot going on under the hood, but the key is that Browse My Stuff allows you to:

• bring together relevant content for your audience
• organize it interesting ways to build an audience and attract Long Tail SEO
  
• reach out to key influencers especially bloggers (see Blogger Outreach)

You can create these new sites either as:

1. White Label Site - it will have your brand, your content, extends your existing sites, content.
2. Sponsored Portal - think Qualcomm Stadium.  The new site is going to be the center of the conversation in your industry.  Your name will be synonymous with that destination.  And your relevant content will be front and center.   a new site is established which has it’s own name, but is brought to you by a company.  This is considered independent from the parent organization and generally relies heavily on 3rd party content sources, especially blogs.

Bottom Line

So, what’s the bottom line.  For one sponsor, last month (grows each month) they got:

• 42,000 page views
• 21,000 new visitors exposed to the brand most through B2B long tail searches,
• 1,800 clicks to corporate web site
• 72 leads

The lead quality and conversion rate is above organic search that comes directly to the corporate web site.

This represents the lowest cost, best return marketing channel for this company.  As a result, they have greatly reduced their paid search expenditure.

Other Impact

The above numbers are a very conservative accounting of the value proposition.  It doesn’t count:

• Exposure and relationships with influential bloggers.  Creating a topic hub involves a natural blogger outreach that will get your company, product, service, offering noticed by the bloggers in the space.  This sponsor has seen increased coverage in blogs and they can pick up the phone and talk to any of them anytime.
• Brand exposure.  By establishing a topic hub that has your brand, you can establish yourself as a key player.  You also will get a lot of mentions - as the aggregator has your branding.  One of the bloggers in the topic hub the B2B Marketing Zone suggested that this was similar to naming a stadium.

This is hard to directly measure and the above numbers don’t attempt to account for this value.  But certainly there has been a net increase in web traffic independent of the referral traffic.  There have also been some great coverage in blogs and inquiries that come directly as a result of the topic hub and not through the traditional corporate web site conversion mechanisms.

If you are interested in exploring how Browse My Stuff can help with your marketing efforts, please contact Tony Karrer - akarrer@techempower.com.