Social media have become the most used content distribution channels within B2B content marketing. This is what the Content Marketing Institute teaches us in its annual survey among over 1,000 content marketers. But how effective is this deployment? According to the same survey, marketers surprisingly indicate that they find this tactic less effective than, for example, case studies, webinars and white papers. The question then arises as to what role social media play in an effective B2B content marketing strategy?
The challenge
To answer this question, let's first look at a brief definition of B2B content marketing:
“B2B Content Marketing is a marketing tactic aimed at sharing knowledge, skills and experience with the objectives of lead generation, branding and acquiring a thought leadership position.”
From this definition, the roles that social media can fulfill as a marketing tool are as follows:
Sharing knowledge, skills and experience with your target group.
Gaining knowledge and skills in your field.
Helping customers with knowledge, skills and experience.
Allowing customers to help each other by sharing knowledge.
Engage prospects by staying relevant and interactive.
Use of Social Media
Content Marketing Institute Research
That may sound logical, but looking at many of the social media uae mobile phone number list initiatives of, among others, business service providers, this appears to be disappointing. Many of the tweets, Facebook posts and statements on LinkedIn are simply commercial messages. The result is, depending on: a disappointment!
The low threshold of social media may make them the number 1 used communication channel, but this low threshold is also the biggest challenge. The supply of content is large and refreshes rapidly. You must therefore be distinctively present to make an impact, because followers are not waiting for the 'Unique Selling Points' and product invitations that you have defined.
Your target audience may be at the bottom of the social media user pyramid. Much of the content is created by competitors and consultants. These are also the first to respond to your posts, while you want interaction with the target market.
Social Media Pyramid
Social Media Pyramid
The approach
Where do we start? The answer is simple and goes back to the definition of B2B content marketing mentioned earlier: sharing knowledge, skills and experience. This does not just fall out of the sky and sharing is not a matter of writing it down. That is where the starting points are: