According to the 2016 Benchmark report from the Content Marketing Institute, social media is a top tool for approximately 93% of B2B marketers. We now live in a world where almost everyone understands the importance of using social platforms to advance their reach, but the intricacies of the various social platforms are still often misunderstood.
Just because you have a following on certain sites doesn’t mean you should write a blog post and share the exact same thing on every platform. Each social media site has specific strengths and weaknesses, and your content strategy needs to accommodate them accordingly to be as effective as possible.
Fulfill your audience’s expectations on LinkedIn
When people think about B2B content marketing through social media LinkedIn is most often the platform that springs to mind first, and with good reason. Due to its business-focused agenda it has earned a reputation as a site where professionals can find and share value-added content on a near-infinite number of topics.
As a result, some marketers assume they can throw any content up on LinkedIn and it will attract the engaged audience they are looking for, but it’s not quite so simple. All social media users have certain expectations when they visit their site of choice, but platforms such as Facebook or Instagram are more likely to become part of a user’s habit than LinkedIn. When B2B buyers check their LinkedIn feed, they are likely looking for information that can help them make a decision. Meet them here with stories and posts that are thorough, specific, and impeccably-researched.
Take advantage of Facebook’s reach for marquee events
Content marketing on Facebook raises some issues — namely that the company’s algorithm holds a tremendous amount of power over what people see, and so-called “passive engagement,” such as likes, can be difficult to translate into ROI — but you can’t deny the possibilities of sharing on the most popular social media platform in the world.
When Facebook unveiled its live video streaming feature, it changed the game for companies who are looking to attract the attention of the giant’s 1.86 billion monthly users. In fact, company usage of Facebook Live Video increased by nearly 50% in the period from January 2016 to September 2016, as marketers realized they could use live content to engage with a captive audience.
You can take advantage of this by hyping up big events and then streaming them live on Facebook. Facebook Live Video is an excellent medium for sharing your most significant announcements or important presentations that are relevant to your buyers.
Use Twitter for links and graphics that can be easily shared
As its competitors have grown and introduced new features to push their way into the population’s habitual social media diet, it’s safe to say that Twitter has lost some of its luster. However, it’s still a valuable platform for B2B content marketers, provided it’s used for purposes that fit its strengths.
Twitter is best for content pieces that can be passed around easily and quickly, such as compact images. If you have text-based content you are looking to share, consider distilling it down to an infographic the user can view directly in their feed. If you are asking them to click on a link, make sure it’s for a story that they will remember and share with others, rather than a routine blog post.
YouTube is where you can go to break down all the barriers of content creation. Want to shoot a music video featuring a roster of your current customers explaining how your product has enabled their success? Go for it! Have you always wondered about the potential for creating animated video product guides? YouTube is the perfect place to post them.
If you hope to cultivate a rabid subscriber base on YouTube, you have to publish videos consistently. Once you do, you can also use your fresh content to drive traffic back to your website through embedded links. Also, don’t forget YouTube is a part of the Google empire, and therefore you can make use of Google’s powerful advertising tools to promote your unique videos.
Embrace the fluidity of Snapchat
Snapchat’s rise from teen-centric messaging tool to powerful marketing platform is impressive, as is the platform’s proficiency in allowing you to speak directly to your users. One of the things that makes Snapchat unique is it is less of a shared conversation than other social tools, but its fluid and of-the moment nature is beneficial in other ways.
Instead of using Snapchat for content that is meant to be shared and viral, take advantage of its role as a conduit between two parties to give your audience behind-the-scenes access. You can ask employees to create videos detailing a day in their life at the company, have industry experts deliver important news updates, or stream from conferences or events. Since Snapchat updates are meant to be temporary, don’t be afraid to share quick bits of information that benefit from immediacy, and save your evergreen content for other platforms.
This post is part of our contributor series. It is written and published independently of TNW.
This post is part of our contributor series. The views expressed are the author's own and not necessarily shared by TNW.