SUMMARY: The most valuable content for consumer marketers is often user-generated -- reviews, Facebook conversations, Tweets, Pinterest boards and more. One content resource consumer marketers might overlook, but many B2B marketers utilize, is the knowledge shared by company employees.
This article first ran February 23, 2012, in the MarketingSherpa Inbound Marketing newsletter. Read on to see how retailer Guitar Center generates leads by tapping into the expertise of its sales team. And learn how the company improved homepage traffic by featuring "store experts" in its display ads, and encouraged 66% of employees to create online profiles on the company website.