There’s Content in Your B2B Social Media Data

As you advance your social media activities for your B2B company, you should be capturing great piles of data. Many marketers are so inundated with data, they don’t know where to begin making sense of it. If you are in this category, this post is not for you. This post is for smart marketers that understand how to use their social media data to make better business decisions. But data can also be used to generate great content for your social media channels.

Getting Started
Start by looking at the most popular keywords that drive traffic to your site. Now add in the most popular tweets and the most engaged Facebook updates. This is now a collection topics, ideas and types of content that resonate with your audience. The obvious step, which should be taken cautiously, is that your readers are most interested in these topics and you should publish more about those topics. But if you think about this in a different way, can you break this down by platform and gain a deeper understanding?

Understanding the Content Trends
With the data telling you what works, you can share the same content in different ways on different platforms. Audiences are looking for different things. Top 10 lists do well on Twitter because it is a grazing platform. There is so much content shared that when someone sees a link to a relevant post in list form, they click to read it knowing that it is easily skimmable. The same blog post that explains 10 ways to be a more efficient manager may drive more traffic from Twitter when it is positioned a customer solution, but may do better on LinkedIn when it is framed as career advice.

Testing Other Ideas
Sharing content online is not something that can only be done one way. While there are best practices that work for all, individual target audiences respond to different things on different platforms. Writing a blog post and auto-posting the headline to every social profile is not the only way to share content. It can be the first way, but follow that up with posting other takes on the article. Share a quote from the post or a particular stat that is more compelling as a way to generate some more interest. Some of this may require manual tracking of your data, but testing is the way to understand what works on which platform. Have you thought about making a short video (60 seconds or less) sharing the key idea of a blog post and publishing that as a way to drive traffic back to the blog post?

Data as Content
There are stories to tell around your data, but your company management must be comfortable with putting those numbers out there. Do you have any aggregated data that you can share with your industry? Are there product trends that you can tell others in the industry about? Can you corroborate your findings with other industry statistics, so it doesn’t feel like you are releasing sales numbers? For example, if you are smartphone manufacturer, how do your sales compare to national trends? And explain your analysis behind it, in a way that offers something helpful to those considering a purchase. A computer consultant can talk about how many Windows 7 upgrades they have done, or how many Macs they are now servicing in the field. Think about how your trending data can confirm someone’s thoughts about an upcoming purchase decision.

What are some other ways to create content around your B2B company data?


  1. says

    Great post Jeff.
    In our trainings, one of the top questions is “what do we talk about?”. Once you give them a few pointers, they’re amazed at the amount of content that they can come up with.
    Too many companies unconciously (and conciously) fight everyday to make private…what should be public and of benefit to many people.

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