As the landscape for B2B companies becomes more competitive, and larger operations like Amazon threaten to take customers, it’s never been more important for companies to embrace digital content marketing. In a previous blog, I examined two essential elements of every B2B digital marketing strategy: developing an editorial plan and creating a content-rich website. In this post, we’ll examine how to create content that showcases your industry expertise and how to get that in content in front of an audience via social media.

How to Crash the Social Media Party

Social media marketing has become a critical component of B2B marketing success, but not all channels or strategies are created equal. It’s critical to determine where your buyers are engaging on social media and to join the conversation strategically.

Think of your social media marketing strategy like attending a party where you don’t know anyone. You wouldn’t walk right up to someone and launch into a sales pitch, would you? You’d probably ask questions, get to know someone then offer any wisdom you might have to share. Similarly, B2B companies can increase their visibility by first networking and building trust. To successfully leverage social media:

1. Be choosy. Don’t try to master every channel. Most B2B companies will have the most visibility and engagement on LinkedIn and Twitter.
2. Be generous. Spend time following – and sharing quality content from – other industry experts, and they will be more likely to share your content.
3. Be classy. Never hijack a conversation with a sales pitch. Most of your social media posts should be an effort to share information, not sell a product.

How to Publish Quality Content People Want to Share

The goal of a quality content marketing strategy is to establish yourself as a thought leader. This means keeping up with industry trends and being willing to put your company’s ideas and values out there. To establish yourself as an industry expert and invite prospects to engage with you on their terms, consider sharing the following content types via your chosen social media channels:

1. Blogs or newsletters. Share a variety of content and publish consistently.
2. E-books, case studies or white papers. Give potential customers the opportunity to see your work in action (and generate leads in the process).
3. Webinars, podcasts and videos. A strong commitment to industry education will build a strong company reputation.

Free content that requires no registration, or only requires prospects to enter basic information, is much more likely to be downloaded and liked/shared on social media. Need more help with creating or sharing content? Contact 3 Aspens Media today, and we’ll help you communicate the right message to the right audience on the right platform.