Create a "who" and "why" content strategy
Creating a roster of five social content types and alternating the posts with relevant hashtags a few times each month is no longer a viable B2B content marketing strategy in 2020. Instead, teams should look to build unique connections with followers by determining who the target audience is and why they follow their brand.
Generally, the “who” is identifiable through the social media channel's analytics, which should provide a detailed demographic breakdown of all followers, including age, gender, location and other interests. Such insights are crucial for building an effective social media strategy.
The “why” can be determined through the followers themselves.
About 46% of B2B buyers use social media for early-stage sales cycle tasks, such as learning about the different solutions available for solving their unique problem or need; 40% use it for middle-stage tasks such as comparing different solutions; and 35% use it for late-stage tasks such as identifying need-to-know information regarding potential solutions before finally making a purchase (full report available to Gartner clients only).
This means a B2B business’s social media content need not be centered on the brand but on the products or services being sold. Effective social media content should focus on thought leadership from industry experts, customer-generated content and content around ratings and reviews.
Some elements of fun, such as trending memes or challenges, will multiply the effectiveness.