Social media content has become a fundamental pillar for B2B marketing and communication strategies. Besides enhancing visibility and brand reputation, it also fosters stronger relationships between the company and current and potential customers. When designing a social media strategy, it is crucial for companies targeting a B2B audience to create an attractive and engaging content plan that stands out.
What content to publish on B2B social media
To maximize impact on social media, it is necessary to adopt well-defined strategies that cater to the specific needs of the B2B sector. Unlike B2C marketing, where the focus is often on consumer emotions and immediate purchasing decisions, B2B communication requires a more educational and informative approach, aimed at building long-term relationships.
B2B companies should focus on demonstrating expertise and authority in their sector. They need to provide content that, in addition to being interesting, is also useful and applicable to their audience. Strategies should center on how the content can solve problems, improve processes, or add value to their clients’ operations. Essentially, what type of content might interest their followers, a community made up of clients and prospects.
The type of format, the quality of the content, both text and graphic resources, and the frequency of publications are crucial factors for maintaining interest and relevance. And, of course, this will depend on the social network where we publish. LinkedIn is the main platform for B2B companies in social media.
Educational content
Educational content is essential for positioning your company as a thought leader in its sector. This includes posting guides or industry data on social media; sector-specific or product tutorials; or short videos that help clients better understand the solutions the company offers. Educational B2B content also involves referencing trends, curiosities, or showcasing best practices, not necessarily your own. This is a type of content we frequently work on for the LinkedIn profile of our client CINESI, a mobility and transportation consultancy.
Engaging industry data
Data always generates interest in the audience as it helps quantify and measure realities, making it very useful, especially in the B2B realm. It is highly recommended to provide proprietary data, presenting the results of studies and/or reports conducted by the company, such as in the case of KRUK España, a debt recovery company.
Corporate information
Company profiles on social media serve as the company’s voice in this domain, so it is also important to include content about themselves. Avoid a commercial tone when discussing the services and/or products offered and their advantages. This type of content also includes activities beyond mere production, such as attending and/or participating in industry events. In these cases, it is recommended to mention the people and companies you have interacted with, including competitors.
Mentioning well-known companies can attract the attention of potential clients who recognize these brands and feel confident working with a company that demonstrates its ability to handle complex and demanding projects. Additionally, this can also help foster a sense of community and belonging among current clients, who may feel valued and recognized through their relationship with the company.
Employer branding
Employer branding is essential for attracting and retaining quality talent, and these are some of the objectives for which B2B companies maintain a social media presence, especially on LinkedIn. This type of content focuses on showcasing the company as an excellent place to work, highlighting its culture, values, benefits, and work environment.
Publishing content that values employees, showcasing and recognizing their professional achievements, as well as highlighting professional development programs or internal activities with a more relaxed and playful approach, also contributes to building a positive and attractive company image. A type of content for which a custom hashtag can be created, such as our #LFChannelTeam, a tag we use to catalog all content we publish on both our LinkedIn and X (formerly Twitter) profiles to discuss activities related to our team.
Mentions of your brand in media
Media coverage is the result of our communication and public relations strategy and, of course, has a place on B2B company social media profiles. Showcasing our media appearances strengthens brand reputation and amplifies our messages. When publishing this type of content, it is advisable to mention the profile of the media outlet that covered the information, the journalist, and the company spokesperson.
What content to publish on each social network
As previously mentioned, the key to an effective social media strategy is to tailor the content to the target audience and, of course, to the specific characteristics and dynamics of each platform. Each social network has its own style and type of content that works best, so it is important for B2B companies to design their actions with this in mind.
Knowing what type of content is suitable for each one helps in planning and thus designing and implementing a practical and effective social media strategy. However, it is necessary to remember that not all companies need to be present on all social platforms, as this can be counterproductive. Selecting them is part of the strategy.
Any B2B company that wants to have a social media presence must have a profile on the professional network par excellence. On this platform, posts are usually long and detailed. For example, a post about cybersecurity trends could attract technology sector professionals.
X (formerly Twitter)
Short (up to 280 characters in the free version) and direct messages. It is recommended to include links, both to your own website to redirect traffic and to pages that offer relevant content and expand the shared information. Images or previews increase visibility.
Content is a mix between LinkedIn and Twitter. Allows live videos and virtual event streaming. It is not a recommended social network for B2B companies.
A completely visual platform where videos are increasingly important. Attractive images and behind-the-scenes content such as photos of the team during networking or team-building events can humanize the brand and attract followers. Instagram is not the most suitable platform for B2B messages.
TikTok
A fully audiovisual social network that demands a lot in terms of creating and publishing content. Although, initially, TikTok is not a social network to consider in a B2B digital communication strategy, some well-known companies have been able to create powerful profiles aimed at a professional audience, as is the case with Shopify.
Therefore, content strategies for social media focused on the B2B sector should be varied, informative, and well-adapted to the characteristics of each platform. Each type of content plays a crucial role in building a strong and effective social media presence.
With a well-defined strategy and consistent execution, companies can maximize their impact on social media, fostering lasting relationships and increasing their visibility in the market. Therefore, having a professional team specialized in digital marketing and B2B companies is also part of the success. Shall we talk?
María San Felipe, Account Manager