In 2022, should B2B content marketers focus more on advertising?

The Promotion Fix is a​n ​exclusive biweekly column for The Drum from Samuel Scott, a global keynote marketing speaker who is a former journalist, newspaper editor, and director of marketing and communications in the high-tech industry. Follow him @samueljscott.

Many B2B marketers focus on ‘content’ rather than advertising, but is that the best thing to do in 2022? For the answer, columnist Samuel Scott interviewed the person who created the term ‘mental availability’, professor Jenni Romaniuk of the Ehrenberg-Bass Institute.

In 2005, Rand Fishkin – then the chief executive of SEO software platform Moz – published the first edition of their beginner’s guide to search engine optimization. To this day, the material remains one of the best examples of what has become known as ‘content marketing’.

For years (and even still today), I would refer people to the e-book whenever they would ask how to learn about ranking in organic search results. The guide has remained extremely popular over the years – it even ranks higher than Google’s own resources for many related search terms – and has undoubtedly gained many customers for Moz.

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