Example of a B2B Content Strategy
Posted: Wed Jan 15, 2025 5:29 am
To create quality content, you still need to define an appropriate strategy. This must be at the intersection of the favorite topics of your team members and the interests of your company. To make communication more natural (you wouldn't want to look like a carpet salesman on LinkedIn, would you?), your strategy can include less commercial topics (and which are not directly related to your activity, your product or your services). Pillar : posts about the life of the company (feedback from trade fairs, sharing of team building moments, behind the scenes of collaborations between salespeople and marketers, etc.). This content has a relational aim (the basis of any transactional strategy!).
Pillar : expert posts on accounting (educational infographics, explanatory carousels around a problem = a solution, concrete examples through customer cases, blog article relays, etc.). This content helps establish the credibility and expertise of the salesperson, and by extension of the company. Pillar : posts about the company's liechtenstein number products and services (through customer case stories, solution demonstration videos, announcements of new features, etc.). This promotional and concrete content helps accelerate the transition to action. Pillar is “Top of the Funnel” (TOFU) to gain more visibility and contacts. Pillar , focused on expertise, is “Middle of the Funnel” and allows you to nurture interested prospects.
While pillar is considered “Bottom of the Funnel” and leads to the purchase phase. By alternating these different topics, you are sure not to bore your audience with overly commercial posts… And not to have the impression of “telling your life story”. This right balance brings together the best of 3 worlds: building a lasting connection, being recognized as an expert and making known what you sell. 6- Engage with the audience One of the pillars of social selling is based on interaction. Indeed, publishing content 2 to 3 times a week from the different accounts of employees is not enough. Top-down communication, without interaction, is even the worst strategy! To truly create “social” selling with customers, it is necessary to interact with your network. To achieve this: Reply to all comments under your posts.
Reply to all your private messages. Post comments under the content of your prospects, team members and LinkedIn influencers (smart comments help you to be visible and attract leads to your LinkedIn profiles… Just saying…) Engage prospects who visit your account, like or comment on your posts via private message. Expand your network , adding the most relevant contacts. Again, a tool like Sales Navigator can help you refine targeting… and analyze all interactions.
Pillar : expert posts on accounting (educational infographics, explanatory carousels around a problem = a solution, concrete examples through customer cases, blog article relays, etc.). This content helps establish the credibility and expertise of the salesperson, and by extension of the company. Pillar : posts about the company's liechtenstein number products and services (through customer case stories, solution demonstration videos, announcements of new features, etc.). This promotional and concrete content helps accelerate the transition to action. Pillar is “Top of the Funnel” (TOFU) to gain more visibility and contacts. Pillar , focused on expertise, is “Middle of the Funnel” and allows you to nurture interested prospects.
While pillar is considered “Bottom of the Funnel” and leads to the purchase phase. By alternating these different topics, you are sure not to bore your audience with overly commercial posts… And not to have the impression of “telling your life story”. This right balance brings together the best of 3 worlds: building a lasting connection, being recognized as an expert and making known what you sell. 6- Engage with the audience One of the pillars of social selling is based on interaction. Indeed, publishing content 2 to 3 times a week from the different accounts of employees is not enough. Top-down communication, without interaction, is even the worst strategy! To truly create “social” selling with customers, it is necessary to interact with your network. To achieve this: Reply to all comments under your posts.
Reply to all your private messages. Post comments under the content of your prospects, team members and LinkedIn influencers (smart comments help you to be visible and attract leads to your LinkedIn profiles… Just saying…) Engage prospects who visit your account, like or comment on your posts via private message. Expand your network , adding the most relevant contacts. Again, a tool like Sales Navigator can help you refine targeting… and analyze all interactions.