Content Marketing Best Practices for B2Bs: An All-In-One Guide to Facebook, Twitter & LinkedIn

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The way that B2B brands approach content marketing is vastly different to B2C brands but this doesn’t mean that the process cannot be a creative one.

According to a B2B marketing trends report by informa engage, 68% of enterprise companies listed content marketing as one of their top 3 marketing tactics, with 38% stating that they’ll be putting more budget towards content marketing in 2018.

The key to creating and implementing an effective content marketing strategy in the B2B sector is to not only have a thorough understanding of your target audience but to know how to correctly utilize the many promotional platforms that are available.

In the same report by informa engage, it was stated that 89% of B2B marketers used social media to distribute their content, a space that is constantly evolving. If your business is using social media to distribute and promote your content, it’s critical to stay up to date with the best practices for each of these platforms and to stay abreast of any changes or updates that are made if you want to see favorable results.

Social media best practices for B2B content marketers

Below we will look at some of the key best practices for B2B marketers who are using Facebook, Twitter, and LinkedIn to promote and distribute content.


Facebook best practices

Many B2B brands believe that Facebook isn’t the best platform for them to be distributing their content, but this couldn’t be further from the truth.

Facebook has actually reported that the median amount of time that business decision makers spend on Facebook is 74% higher than other people. Business decision makers are 2x more likely to be daily active users and 1.9x more likely to be active in the last 7 days.

This means that businesses will have multiple opportunities to reach business decision makers throughout the day on Facebook.

1. Organic posts

Organic Facebook posts don’t have any budget behind them and will reach your fans and followers naturally. Facebook’s recent efforts to make News Feeds more personalized and engaging, however, means many brands have seen a sharp decline in their organic reach.

This is not to say that organic posts can’t still be effective. If your posts meet the right requirements and offer valuable content, your brand will still be able to reach your target audience organically.

Key Facebook post stats

  • 80% of active users consume Facebook on a mobile device
  • An 8h – 19h publication period can generate up to 30% of commitments
  • Posts with questions generate 100% more comments than a post without a question
  • Photos generate 53% more likes, 104% more comments and 84% more clicks than a regular post
  • 1 to 2 posts a day generates 40% more commitments
  • 1 to 4 posts a week generates 71% more engagements

Facebook picture size

Organic post specifications

  • Ideal post length: 90 characters.
  • Maximum post length: 120 characters. When used to ask users a question, this can generate up to 23% of commitment
  • Image size: 1200 x 900 pixels.
  • Image with a link: 1200 x 630 pixels.
  • Ideal duration of a video: Under 2 minutes.

2. Sponsored posts

If you’re looking to increase your content’s reach and attract new fans and followers, sponsored or promoted posts will help you achieve that.

Any one of your Facebook posts can be boosted by clicking on the blue Boost Post button in the bottom right-hand corner of your post. Thereafter you only need to choose your audience and your budget before you can start promoting.

Sponsored post specifications

  • Ideal post length: 90 characters.
  • Title length: 25 characters.
  • Ideal description length: 30 characters.
  • Maximum description length: 200 characters.
  • Image size: 1200 x 630 (80-20 for the image-to-text ratio).

Sponsored post dos and don’ts

DO

  • Use a powerful call to action
  • If possible, ask a question
  • Make use of verbs in your copy. Words such as click, discover, benefit from etc.
  • Make your image eye-catching and mobile-friendly

DON’T

  • Use long, unnecessary sentences
  • Stay away from visuals that are too busy
  • Inappropriate copy is a big no-no
  • Never use images that can’t be viewed on a mobile device
  • Don’t use unsuitable and unreadable text fonts

Twitter best practices

According to a report by the Content Marketing Institute and MarketingProfs, 85% of B2B marketers stated that Twitter is one of their top 3 go-to social media platforms.

Many of today’s professionals use Twitter as a tool to discover interesting content, connect with other industry professionals and search for information on products and services.  

In fact, a Forbes Insights report shows that 70% of executives also use their mobile phones to search for more information on products and services, and since 78% of active Twitter users access the platform from their mobile phones, it’s safe to say that B2B brands should definitely be using it to promote and distribute their content.

Key Twitter stats

  • 80% of active users consume Twitter on mobile
  • An 8h – 19h publication period can generate up to 30% of commitments
  • Images, videos, GIFs and quotes can generate up to 150% more commitments
  • If you want to reach a wider audience, only @Mention the external company accounts
  • The average length of a #hashtag is 11 characters
  • Sentences ending in “?” receive 39% fewer B2B clicks and 52% fewer B2C clicks
  • Sentences ending in “!” receive 15% fewer B2B clicks and 8% fewer B2C clicks
  • Using a number to mark an evolution increases the B2B click-through rate by 50%
  • Tweeting over the weekend can generate up to 17% more commitments
  • Including a link improves retweet chances by 86%

1. Organic tweets

Once again, organic tweets will appear in a user’s feed naturally and will only show up if someone is following your brand.

As with Facebook, there are a few limitations in terms of how many followers you’re able to reach without promoting a tweet but it’s certainly not impossible.

Twitter picture size

Organic tweet specifications

  • Ideal tweet length: Tweets of 110 characters can generate up to 17% more commitments.
  • Maximum tweet length: 140 characters. Your tweet should also not contain more than 2 hashtags as this will generate up to 2x more commitments
  • Image size: 1024 x 512 pixels
  • Maximum duration of a video: 2 minutes

2. Sponsored tweets

A little budget can go a long way in reaching a wider audience and gaining more followers on Twitter.

Since the shelf life of a tweet can be 4x shorter than a Facebook post, it helps to promote some of your tweets in order to see a better ROI. The great news is that twitter ad engagement rates increased 99% year-on-year in Q3 2017, making it a worthwhile investment.

Sponsored tweet specifications

  • Ideal tweet length: 116 characters.
  • Ideal headline length: 35 characters
  • Maximum headline length: 70 characters.
  • Image size: 800 x 320 pixels.

Video specifications

  • Ideal video size: Below 1GB
  • Maximum video duration: 10 minutes.
  • Video bitrate: 6,000 – 10,000k for 1080p
  • Thumbnail size: 640 x 360 pixels

Sponsored tweet dos and don’ts

DO

  • Do make use of a powerful call to action
  • Keep your sentences short and ask a question if possible
  • If possible, use quotes often
  • It’s important to stick to the 80/20 image rule
  • Make use of verbs in your copy. Words such as click, discover, benefit from etc.
  • Always use a catchy title
  • Make sure that your image matches your content if you want to have an impact
  • Make your image eye-catching and mobile-friendly

DON’T

  • Don’t make your tweet longer than 140 characters. Trying to portray too much information is a no-no
  • Refrain from using too many hashtags
  • Your copy shouldn’t be difficult to read or make sense of. Twitter is about brief, scannable copy
  • Don’t misuse emojis or the @mention tool

LinkedIn best practices

LinkedIn is a prime place for all B2B brands to be.

A LinkedIn report showed that over 57% of B2B buyers turn to LinkedIn for the information they need to move forward in the buying process, with 9 billion content impressions in LinkedIn feeds every week.

The same report showed that 46% of B2B website traffic is from LinkedIn, making this platform a must for all B2B content marketing strategies.

Key LinkedIn stats

  • 23% of active users consume Linkedin on mobile devices
  • An 8h-18h publication period can generate up to 30% of commitments
  • Sentences ending in “?” receive 25% fewer B2B clicks and 45% fewer B2C clicks
  • Sentences ending with “!” receive 26% more B2B clicks and 27% fewer B2C clicks
  • 79% of LinkedIn members are over 34 years old
  • Images that are mobile-friendly generate 70% of the clicks for a sponsored campaign

1. Organic posts

As with many other social media platforms, LinkedIn’s organic reach has declined over the last year due to algorithm changes but this doesn’t mean that brands should stop using it to distribute their content.

It simply means that brands need to go the extra mile to earn a place in follower feeds. Creating engaging and relevant content that users want to see more of is one way to do this. Following platform best practices is another.

Linkedin picture size

Organic post specifications

  • Ideal post length: 125 characters (75-125 for B2B and 100-125 for B2C)
  • Maximum post length: Between 125-150 characters. If you don’t want to see the “read more” text, do not exceed 128 characters
  • Image size: 1200 x 627 pixels

2. Sponsored posts

If your B2B website receives a large percentage of traffic from LinkedIn, sponsored posts would definitely be a worthwhile investment. In fact, LinkedIn has reported that 80% of B2B leads come from their platform.

Even though you will be paying to promote your content in order to reach more users, your content still needs to be incredibly interesting and engaging in order to see conversions.

Sponsored post specifications

  • Ideal post length: 70 characters to prevent them from being split in half
  • Maximum post length: 150 characters
  • Ideal headline length: Between 38 and 46 characters
  • Maximum headline length: 70 characters
  • Image size (dotted safe area): 1000 x 586 pixels.
  • Link size in the description: Max 100 characters.

Sponsored post dos and don’ts

DO

  • Make use of short, concise sentences
  • Always use clear visuals that have been resized for LinkedIn
  • Include a call To action in the headline with a professional lexical field:
    • “Discover the complete study here”
    • “Click here to see all the numbers”
    • “Concrete case”

DON’T

  • Stay away from images that haven’t been resized for LinkedIn and aren’t mobile friendly
  • If your post’s copy is too basic and not very understandable, it won’t be effective

With the right strategy and a sound knowledge of social media best practices, B2B brands can generate a steady stream of website traffic, build trust amongst consumers, and drive more conversions every single month.

Read also: Common vs. Early-Adopter Content Types: What Works Best in 2018?

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