#Risk. #Compliance. #Privacy. Regulation. Data protection. #B2B brands still worry a lot about the content on their social media channels. On top of these considerations is the perception that social media isn’t an ideal platform for engaging in serious conversations.
Smart brands are pushing aside these misperceptions. In the last two years, /newsrooms has worked with companies in financial services, energy, law, automotive, education, technology and ad tech. There’s keen interest in thought leadership and insights into how industries are changing and transforming.
Looking at the thousands of interactions generated by content for these brands through a data and analytics filter show that influential audiences engage with the content and campaigns.
Professionals gravitate to LinkedIn. As our director of data and analytics likes to remind us, LinkedIn is like a personal roundtable of influencers. And more brands are taking a place at that table. When it comes to B2B marketing, research done by LinkedIn suggests that “74% of prospects choose the company that was first to help them along their buyer’s journey.”
LinkedIn and other social media platforms support an ecosystem of interactions that keep some brands top of mind. As such, content is important. The challenge many brands face is that they lack the infrastructure to create content continuously.
How publishing and broadcast networks sustain continuous content creation offers some insight as to how companies can achieve the same results. Publications such as the Financial Times, The Wall Street Journal and The New York Times establish their authority around a story by investing in top-notch correspondents, writers, editors and producers who can package stories capable of capturing an important share of an audiences’ attention. In a world where customer audiences are always switched on, brands must do the same. And they have to sustain this day in and day out. Building of authority around key topic helps to nurture conversion for brands.
The value of social media in a marketing context goes beyond publishing content; it’s in establishing dominance around topics that define what a brand represents. And that requires premium content that can stand on equal footing with the likes of the FT, BBC and the New York Times.
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