Neil Patel, Seth Godin, and other top marketers often return to a common theme: stop bothering people and start helping them. “Marketing” and “advertising” used to be used interchangeably. To market something, you would put an announcement about it somewhere where it would interrupt content that people were interested in, like buying an ad in a newspaper, or later on the radio or on TV. But today’s audiences are saturated with interruptions. People are good at ignoring advertising and they have technology to help, from simple things like the mute button to more complex technology like pop-up blockers. The problem is people don’t like being interrupted. What is the solution? Be smart. Be useful. (Those are core values at Viral Octopus!) If your goal is B2B marketing, producing and publishing great long-form content is a very effective tactic. Don’t push. Pull! Create a lead magnet. Publishing long-form content (between 1,500 and 5,000+ words) like white papers, E-books, and case studies can be a great way to generate leads. Create something useful and publish it as a free download with a required form to collect your prospective customer’s contact information.