B2B Content Amplification Report: Boosting Influence and Sales Conversion
Converge recently released its latest B2B Content Amplification Report. The data conclusions of its report are based on a survey of 303 B2B content marketers around the world conducted between January 1 and April 1, 2022.
We share the key data, hoping to help all B2B marketers going overseas to master the B2B content marketing trends and content amplification skills that are applicable to B2B companies around the world today, so as to increase influence and promote sales conversion.
01
Core Data: Social Media Becomes Core Channel for B2B Content Amplification
First of all, we need to understand a definition, what is "Content Amplification".
Content Amplification is a way to promote and distribute content using paid, owned and free media. The goal of content amplification is to increase brand influence while connecting brand content with users from multiple channels, thereby increasing the conversion of sales targets.
That is to say, content amplification is not only to expand the platform for content distribution as much as possible, but also to play the role of content.
From Converge's report, we can see several important data of B2B industry content amplification:
- Social media has become the core channel for B2B content amplification, with 100% of all surveyed content marketers adopting this channel.
- LinkedIn is the most popular of all social media channels, used by 93% of B2B marketers surveyed
- The most easily “amplified” content type is blog posts, followed by social media content
02
How do B2B overseas brands amplify content on LinkedIn?
Taken together, the adoption of social media and LinkedIn for content amplification by B2B content marketers has become a mainstream trend. So how can B2B overseas brands seize this trend, amplify their content on LinkedIn, and maximize the effect of their marketing content?
We have prepared 3 methods:
01--mobilize the power of internal experts
Any B2B brand has professional service capabilities in a certain field, which means that its internal employees have the ability to become experts in this field. Picking out employees who are well-regarded among existing clients and building on their knowledge and profile to create an "expert" profile for them on social media will be an important means of amplifying content.
The advantages of this approach are twofold:
It saves the steps of user favorite survey and directly extracts it from the successful customer service experience, which can achieve multiplier effect with half the effort.
Fully mobilize the enthusiasm of internal employees and create an image of experts for them on LinkedIn. On the one hand, the work results of internal experts can be recognized, and on the other hand, they can be forwarded and shared with their personal accounts to further amplify the content.
02--Introduce influencers
There is a famous saying in the field of B2B sales, "People buy from people." Compared with company content with a sense of distance and purpose, people are more willing to believe what influencers in the same industry say.
So on LinkedIn, if you have content ready, it’s better to find the right person with a certain personal influence in the industry to publish it, so as to amplify the brand content.
The advantage of this method is that, compared with the "shopping around" in the B2C field, the suggestions of industry influencers in B2B purchasing decisions are often decisive, and it is a very cost-effective content expansion strategy.
03--Using the LinkedIn group function to build a community
LinkedIn content can be posted not only on your company homepage, but also in "groups." And the LinkedIn group function can help marketers achieve "1-to-many" content dissemination, expanding the influence of content in a more intimate way.
Common methods of group marketing on LinkedIn include:
Publishing group announcements: LinkedIn group announcements can be released once a week. The advantage is that the announcements you publish are directly entered into the mailboxes of group members, which is one of the means that can directly promote sales conversion.
Start a group discussion: Taking a brand-related topic as an entry point, a brand as an administrator can start a related discussion in the group, so as to stimulate group members' attention to the brand content.
One-to-one communication with group members: Another benefit of LinkedIn groups is that you can directly communicate one-on-one with any member of the group without being a friend, which greatly shortens the time between brands and users. The path can become an important way to promote order formation.
Epilogue
LinkedIn is the most important amplifying channel for B2B marketing content, and its role in B2B marketing is becoming more and more important.
As a cloud service provider for global social media data and marketing, it is also the core agent of LinkedIn's advertising and marketing business in 2022. It can provide your brand with a full range of social media marketing technology and service support.
If you are interested in LinkedIn inspiration, posting, data management and other functions, if you want to enhance your brand's LinkedIn marketing influence, please leave your contact information, and we will arrange someone to get in touch with you.