Searching for how to leverage content marketing will often come down to a single thing.
Your strategy. And how you execute it.
You might already have one that has been derailed by factors outside of your control.
Your content strategy needs to be nimble so that no matter what happens outside of your business you can adapt and keep effective content rolling out.
Most disruptions are unforeseeable, but here are some things that you can do now to use content marketing to continue to grow your audience.
Use LinkedIn to Support Your B2B Content Marketing Strategy
LinkedIn has firmly cemented its position as the go-to social media platform for B2B companies. There are even some B2C companies that are finding success on the platform.
Its dominance has been supported by the fact that 94% of B2B marketers use LinkedIn for content marketing.
But how can you use LinkedIn more effectively to push your content to new audiences?
LinkedIn has a few advantages over other social media sites. These are as critical now as they were last year and the year before that.
Better Targeting
What is great about LinkedIn is that in 99.9% of companies you are able to find the decision-makers. All in one platform. You are able to target based on both job titless and demographics.
With over 630 million users (and growing) on the site, LinkedIn is even able to break down the level of influence of its members, which allow you to really zero in on those decision-makers who drive the purchasing decisions.
Why does this matter now? Despite its explosive increase in targeting job hunters, people are still using the platform to find answers to new problems – often problems that they hadn’t considered up until now.
For example, the transition to remote working that has been accelerated by the Covid-19 pandemic means that a lot of decision-makers have concerns and questions about implementing such a complex system in a much reduced time frame. Companies that can not only offer them the technology and expertise but can show this off through the content they are producing will be the prime candidates to help them implement this software across their workforce.
Strategy Alignment
Before you begin to try something new on LinkedIn (or really anywhere), you need to make sure that how you are going to use it will align with your strategic goals for your content strategy.
A good place to start is by answering these questions?
• Why are you using it? Thought leadership, lead generation, building awareness?
• How are you using it to generate traffic? Where do you want them to go?
• How will you interact with customers, partners, and industry experts on the site? And how will this help you meet your content marketing goals?
Once you have the answers to these you will be in a much better position to not only use the platform to its fullest potential but also to maximise your ability to adapt to changes that may occur.
