Organize Your B2B Social Media Content By Audience

As you create content for the social media outlets of your B2B company, whether they are a blog, Twitter or Facebook, think about who your target audience is for each piece of content. Many marketers clearly define their target audiences in marketing communication plans, but when it comes to social media, the content audience is not always defined as well as it should be. Below are some basic categories of content that are based on your audiences.

For Your Industry
A common content category for B2B companies is content for your industry. As traditional trade publications have folded and reduced their coverage of many industries, companies have an opportunity to provide industry expertise and position themselves as authorities in their space. This type of content needs to focus on high-level industry coverage, not your products or company news. Develop content that would interest the average person in your industry. While many companies are reluctant to discuss competitors, a weekly news round up can include information about competitors.

For Your Customers and Prospects
This is the easiest content to understand, and the category that most people think about when creating content for social media sites. A content plan would include providing solutions to your customers’ and prospects’ problems and answers to their questions in a search-friendly form. That’s a blog driven by keywords, search results and knowledge of the questions customers and prospects are asking.

For Your Customers to Use
Another content creation category is to provide content for your customers to use to help sell your products or services. Think about these as traditional sales tools, but updated for social media implementation. For example, if you have created a total cost of ownership calculator for your products, create a widget version that your customers can put on their own sites. The more social tools and information you provide your customers, the more likely they able to promote your products or services.

For Your Consumers
B2B marketers who are used to communicating with companies suddenly see social media as a way to connect with consumers as they never have before. While many B2B companies have very little to say to consumers, those that do, need to carefully plan their messages. In many cases the relationship with the consumer is held by those further down the distribution chain and consumers have no relationship with the manufacturer. Even though they may be brand advocates for your products, look for small ways to connect with them. The informal nature of a Facebook Page is one way, while a contest or other public submission area of experiences with your products are other ways to begin to engage with consumers.

Are there other audiences you have developed content for?


  1. says

    Another powerful way to organize content is by where the prospect is in the buying cycle. This is especially valuable for big-ticket products or services sales involving complex, long sales cycles (as in the IT, medical device or industrial equipmenr fields.)

    For prospects just beginning to look for a product or service, create a “What to look for” piece. For those doing a detailed evaluation, offer a point by point comparison of various products. For those ready to buy, produce a tip on how to get budget for the product or service or prove its ROI.

    Additional benefit: By offering a choice of such stories to your prospect list, you can identify where each is in the sales cycle without forcing them to fill out a qualification form.

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