LinkedIn: Your B2B content marketing can be even better!
According to Demand Metric survey data, 91% of B2B marketers use content marketing as one of their important strategies.
For all B2B people who go overseas, we have taken content marketing seriously for many years, but the effect is difficult to measure on the one hand, and may not be satisfactory on the other hand.
So how to further improve the effect of B2B content marketing on social media, especially LinkedIn? In today's article, we will explore the methods provided by LinkedIn's latest marketing blog.
Inspiring the Hidden Effects of B2B Content Marketing
For B2B marketers, content marketing is undoubtedly a way to mobilize customers' attention and purchase behavior through content. But LinkedIn believes that, in addition, content marketing has the following three hidden effects:
- Help companies acquire top talent
Strong creative content attracts talent on its own because of the impression it makes. The convergence of talents can enhance customers' recognition of the brand from the side.
Therefore, when your brand conducts content marketing, it should not only take potential customers as the object of content release, but also take into account the content demands of top talents, combine the two, and distribute content in a certain proportion.
Marketing Cloud's "release calendar" function can help brands plan long-term content in advance in a calendar way. And in the calendar, Marketing Cloud also provides 400+ marketing nodes in nearly 200 countries and regions around the world to help brands grasp the nodes that different readers in different markets pay attention to in a timely manner.
- Solidify and convey corporate culture
Corporate culture is defined as "the set of beliefs and behaviors that guide how a company's management and employees interact and handle external business transactions".
These beliefs and behaviors may be obvious to those inside the company, but are often difficult for outsiders to determine. Content marketing, on the other hand, can help articulate and communicate the culture that drives a business’s actions.
Incorporating corporate culture into every aspect of your LinkedIn posts can help potential customers learn more about your brand, as well as bring together customers who share the same values, breaking down barriers and moving your business forward.
- Break down business silos
For a brand, there are often content silos between the marketing and sales departments. Sales is focused on building close one-on-one relationships with customers, while marketing is more fraternal and open on social media.
But good content marketing isn’t just about being the voice of the marketing department, it’s about representing the brand as a whole, giving the voice of different parts of the entire organization. In content marketing, if you can highlight the professional knowledge and credibility of salespeople, and guide salespeople to share their talents and achievements on social media, it will improve the overall impression of the target customers on the brand.
The "account authority" assignment and management function in the "member management" function of Marketing Cloud can easily help the marketing department to achieve content linkage with the sales department.
You only need to incorporate the accounts of colleagues in the sales department into your team, and give them different role permissions (account administrator/group administrator/common member), so that colleagues in the sales department can support content marketing work at the same time. , conduct an orderly review process to ensure the consistency of LinkedIn content.
Conclusion:
LinkedIn re-emphasized the importance of B2B content marketing on social media platforms in a recent marketing podcast:
"Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain clearly defined audiences and ultimately drive profitable customer action."
If you want to further improve your B2B content marketing and LinkedIn marketing effectiveness, marketing cloud products can help you. Contact us and leave your contact information, and we will have overseas social media marketing experts to explain how to quickly achieve this goal.