Why B2B Content Doesn’t Trend on Twitter

Most B2B content marketing is just plain bad. It’s notorious for lacking focus, transparency, or calls to action, or for being super boring. So how can you help your B2B content, particularly your social media content, make an impact? It’s all about targeting the right audiences, building social trust, and creating engaging content.

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You can also grade your existing website content to see if it’s getting you the traffic you deserve. In the meantime, use this blog post as your starting point to revamping your B2B content.

Set Your B2B Content Goals

It doesn’t matter if you’re creating enterprise- or consumer-focused content; if you don’t set goals for your content marketing, it won’t accomplish anything. Simply sending content out into the universe is not effective.

“Before you can expect to nail B2B content marketing successfully, you need to know why you’re doing it,” says the Content Marketing Institute. “If you don’t know why you’re doing it, you won’t know how to do it.”

Personalize Your B2B Content

To be fair, this task is a harder one for B2B marketers than it is for their B2C counterparts. Most enterprise-level marketers are used to marketing to companies or departments, rather than one person. An individual isn’t the sole decision maker, so you have less control over the buying process.

However, personalizing B2B content is not impossible if you approach it in a systematic way. And social media can help you. Just start small:

  • Use your social networks to send out messages with personalized links that lead to detailed landing pages.
  • Use those links to track where people are coming from, as well as what topics get the most attention.
  • Use the data you gather from those links to influence future content.

Additionally, you can send out personalized emails based on the pages subscribers visit on your website. If you have pages segmented by business size, for instance, you can avoid sending a small-business rep deals and information on products for larger businesses.

Make Your B2B Content Interesting

Sure, that’s easier said than done. But your content doesn’t have to be interesting to everyone, just interesting to your current and future customers.

Answer the Right Questions

More people will find your content interesting if you’re giving them information they actually need. MarketingProfs reports that “60% of B2B marketing and sales professionals say their organization’s demand generation campaigns focus solely on their own company’s products, features, and services—rather than focusing on their customers’ pain points.” If you can be the 40% that focuses on their customers’ needs, you’ll get their attention.

Again, this is where your social media presence can help you. As we said in our post on social listening:

With social listening, you can take a proactive approach to queries by incorporating the answers into your content. If you’re seeing a lot of the same questions about a particular product, then change the product description so that question is answered. If you notice a specific topic being debated across different Google groups or other communities, create a blog post or Facebook post about it. You’re not creating content in a vacuum, so you should give consumers information they can use.

Being helpful also builds your company’s social trust.

Have a Sense of Humor

A Nielsen study (via Forbes) found that “47% of global respondents agreed that humorous ads resonated the most.” However, most B2B content doesn’t do this very well. Nothing’s worse than someone trying to be funny, but Forbes’ contributor Ekaterina Walter points to Cisco’s “The Perfect Gift for Valentine’s Day” video, which promoted their $80,000 ASR 9000 router, as a good example:

A carrier class router is definitely not the traditional Valentine’s Day gift for that special person in your life, which is why the humorous and original promotional video made it to the New York Times blog and was widely discussed and shared.

Include a Call to Action

Give your customers something to do with your content. Making the next steps clear to them through a call to action goes a long way toward making your content more effective. Just make sure your call to action:

  • Shows how it would benefit the reader. (“Read our whitepaper to learn about what you NEVER outsource.”)
  • Is included high up in your content, so it’s more noticeable


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William Flanagan

CEO & Founder, Audienti. Former VP-Cognio, Founder-sentitO/Verso, SALIX/Tellabs, PrimaryAccess/3Com, CompuServe. Expert in data-driven marketing.

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