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B2B Marketing, Guides and advice, Sector knowledge

What sort of content should B2B post on social media?

Social media has transformed from a simple communication platform into a powerful network that connects everyone—from brands and businesses to customers and end-users. For businesses across all industries, it has become an indispensable tool, enabling them to connect with their audience, build brand awareness, support lead generation and sales, and drive meaningful engagement.

So, when it comes to B2B social media marketing, what sort of content should businesses actually be posting? The conversation surrounding B2B social media is often debated, with some arguing that the content is boring and should be more fun, while others disagree and believe that content should be stay business-focused. But who says you can’t have both? In this blog, we’ll explore effective content strategies tailored specifically for B2B social media marketing to create the perfect balance.

1. Thought leadership

Establishing authority and expertise within your industry is crucial for gaining the trust and respect of potential clients. B2B companies can achieve this by sharing thought-provoking content, including:

  • Industry insights: Offer valuable perspectives on industry trends and developments
  • Whitepapers: Dive deep into relevant topics, providing in-depth analysis
  • Case studies: Showcase real-world examples of successful problem-solving
  • Research findings: Share data-driven insights that inform decision-making

By positioning your brand as a knowledgeable resource, you’ll attract decision-makers seeking valuable information.

2. Educational content

B2B audiences crave educational content that keeps them informed about industry best practices and emerging technologies. Consider sharing:

  • How-to guides: Practical step-by-step instructions for common challenges
  • Tutorials: Walkthroughs on using your products or services effectively
  • Webinars: Live or recorded educational sessions to engage your audience
  • Infographics: Condense complex information into visually appealing formats

Providing actionable insights and practical solutions demonstrates your commitment to helping clients succeed

3. Customer success stories

Highlighting your success stories is a powerful way to showcase the effectiveness of your products or services. Share:

  • Testimonials: Let satisfied clients speak to the value you provide
  • Success stories: Detail specific challenges faced and how your solutions addressed them
  • Case studies: Present quantifiable results and measurable impact

Remember, B2B social media content doesn’t have to be dry. Inject personality, creativity, and authenticity while maintaining a professional tone. Strive for a harmonious blend of business relevance and engaging storytelling.

4. Behind-the-scenes insights

Humanising your brand is essential for building trust and authenticity. Offer glimpses into your company culture, values, and team members. Share behind-the-scenes content, including:

  • Employee spotlights: Introduce team members and showcase their expertise
  • Office tours: Take your audience on a virtual tour of your workspace
  • Team activities: Highlight team-building events and collaborative efforts
  • Company events: Share moments from conferences, workshops, or celebrations

This personalised approach strengthens relationships with your audience and reinforces your brand identity.

5. Industry news and updates

Keeping your audience informed positions your brand as a relevant resource. Share curated content from reputable sources, including:

  • Latest developments: Discuss industry trends, technological advancements, and regulatory changes
  • Trending topics: Engage in conversations around relevant news
  • Event updates: Announce conferences, webinars, or trade shows

Demonstrate your industry knowledge and keep your audience engaged.

6. Interactive content

Encourage active participation by creating interactive content:

  • Polls: Ask questions and gather opinions
  • Surveys: Collect feedback on specific topics
  • Quizzes: Test knowledge or personality traits
  • Interactive Infographics: Present data in an engaging format

These insights into your audience’s preferences and pain points allow you to tailor your marketing efforts effectively.

7. User-generated content (UGC)

Leverage UGC to build community engagement and social proof:

  • Customer stories: Showcase how your solutions have benefited clients
  • Partner collaborations: Highlight successful partnerships
  • Influencer endorsements: Feature content from industry influencers

Encourage users to share their experiences using branded hashtags or participation incentives.

B2B companies can effectively leverage social media by strategically curating and sharing content that resonates with their target audience. By focusing on the topics we have suggested, B2B organisations can enhance their online presence, foster meaningful connections, and drive business growth in the digital landscape.

Does your business need support with its B2B social media strategy? Get in touch with us here.

About this article

Read time:

4 minutes


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