Get better results versus posting on a whim.
Social media generates its best results for B2B marketers on its when it’s used as an entry point into your content marketing strategy. The most important word here is “strategy,” which is where we differ from most advocates for social media.
Understanding “Content Marketing”
There are many definitions of exactly what content marketing is. Here’s ours: regularly giving away valuable information that engages your audience, preferably through multiple channels, that demonstrates your expertise and doesn’t make a “hard” sales pitch. Ideally your content should be something created uniquely for you — either by a dedicated internal team or a development partner — that isn’t available from any other source.
The goal of content marketing is to persuade readers that your knowledge makes you the ideal vendor or partner. This relationship is built by publishing content that illustrates your understanding of your audience, their market, and their needs. When your content is valuable and compelling, readers will become evangelists for your organization, sharing it with other potential buyers you might not have reached otherwise.
Social media fits into this picture as an entry point into your content strategy — it’s through social media that the content is found. The most important word here is “strategy,” which is where we differ from most advocates for social media.
Is social media for you?
Many so-called experts are urging B2B companies to dive in as quickly as possible and worry about strategy later. They claim the most important thing is to get the ball rolling and keep up with the content marketing trend.
We couldn’t disagree more. The true marketing power of the Internet lies not in its speed, reach, or low cost, but in the leverage it applies to popular content. The right message goes viral; the wrong message goes nowhere. A carefully-planned strategy — and thoughtfully considered messaging — is therefore critical to every component of a content marketing campaign, because if you’re leveraging the wrong message, you’re throwing money away.
Want to know more about what makes social media work for B2B? We’ve just released an all-new parathink briefing called Social Media for B2B: Is it the wave of the future or a colossal waste of cash? Click here to get your copy now.
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