The Do's and Don'ts of B2B Content Marketing on LinkedIn and Instagram
Nowadays, it's hard to scroll through any social media platform without coming across a campaign or piece of content from a business-to-business (B2B) company.
And with good reason – according to the Content Marketing Institute, 86% of B2B marketers use content marketing as part of their overall strategy. What's more, businesses that blog receive 97% more links to their website.?
As a business-to-business (B2B) marketer, you know that the right mix of content can be a powerful tool in your lead generation and sales enablement arsenal. But with an ever-growing list of content marketing tactics and platforms to choose from, it can be tough to know where to start—or how to stand out from the noise.
Never fear!
This post will discuss everything you need to know about crafting the perfect B2B content strategy for LinkedIn and Instagram.
Do focus on quality over quantity.
LinkedIn is the world's largest professional networking site, with over two billion monthly users. And with over 800 million monthly active users, Instagram is one of the most popular social media platforms.
Both LinkedIn and Instagram can be excellent channels for B2B content marketing. However, there are some important differences to keep in mind.
On LinkedIn, it's important to focus on quality over quantity. Share interesting articles, insightful blog posts, and helpful tips that will be of value to your target audience. Don't just share any old content for the sake of it; make sure it's relevant and informative.
On Instagram, meanwhile, it's all about visual content. Post-eye-catching images and videos that will grab attention and inspire engagement. Whether you're using LinkedIn or Instagram (or both), the most important thing is to create compelling content that will resonate with your target audience.
Do use a mix of video, images, and text.
A well-rounded content strategy should make use of all three content types. That said, don't be afraid to experiment with different formats to see what works best for your audience and your business goals.
Using a mix of video, images, and text is important. This will help keep your audience engaged and ensure they see the benefits of your product or service.
On LinkedIn, this could include long-form articles or blog posts, infographics, slideshows, and other forms of content.
On Instagram, focus on visuals showcasing your product or service. This could include images of customers using your product, demonstrations, behind-the-scenes videos, and more.
Do focus on creating long-form content.
Studies have shown that longer pieces perform better on LinkedIn than shorter ones.
So if you want to impact this platform, aim for posts that are at least 1,000 words long. However, don't go too long—Aim for the sweet spot between 1,600 – 2,400 words for optimal results.
Meanwhile, you'll want to keep your posts short and sweet on Instagram.
Images perform better than videos on this platform, so focus on creating eye-catching visuals that tell a story and stop scrollers in their tracks. And while there's no hard-and-fast rule for length here, we recommend keeping your captions under 200 characters for maximum engagement.
Do use hashtags.
Hashtags are essential for boosting visibility and engaging with potential customers on Instagram.
They also help you categorize your content and establish yourself as an expert in your industry. Make sure to research relevant hashtags and use them sparingly—multiple studies have found that posts with 3-4 hashtags have the highest engagement.
On LinkedIn, it's best to avoid hashtags altogether. Instead, focus on using relevant keywords in captions and titles to help your content get discovered.
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Do create valuable, relevant content that is interesting to your target audience.
One of the most important aspects of B2B content marketing is creating content that is valuable and relevant to your target audience. This means understanding what information your target audience is interested in and making content that speaks to their needs.
It's also important to ensure that your content is engaging and interesting. After all, even the most valuable information will be ignored if not presented engagingly.
Finally, don't forget to take advantage of LinkedIn and Instagram's tools for promoting your content. Both platforms offer a variety of ways to help you reach a wider audience and ensure that your content is seen by the people who need to see it.
Don't spam people with irrelevant or unwanted content.
One of the most important things to remember is not to spam people with irrelevant or unwanted content. This will not only turn potential customers off but also reflect poorly on the company. Furthermore, it could result in your account being blocked or even deleted.
Instead, you can focus on creating content that adds value to your target audience. Once you understand who they are and what they're interested in, create content that speaks to their needs.
Do make sure your website and social media profiles are up-to-date and accurate.
One of the most important things you can do when promoting your business online is to make sure your website and social media profiles are up-to-date and accurate.
Nothing will turn off potential customers faster than outdated information or incorrect contact details. In today's fast-paced world, people expect businesses to be able to keep up with the latest trends and technologies.
Ensuring that your website and social media profiles are up-to-date will send a strong message that your business is relevant and trustworthy.
Also, keeping your information accurate will help avoid confusion or miscommunication with potential customers. So please take the time to check your online presence regularly and ensure that it accurately reflects your business.
Don't post low-quality or amateur photos or videos.
It's important to remember that when you're posting photos or videos online, they become a part of your public persona.
Even if you're sharing them with friends, it's possible that anyone could see them. That's why ensuring you're only posting high-quality, professional-looking content is important. Low-quality photos and videos can reflect poorly on you and make you look unprofessional.
If unsure whether something is up to par, err on caution and don't post it. It's better to be safe than sorry.
Don't forget to measure your results.
Finally, don't forget to measure your results. Without tracking your progress, you won't understand what's working and what isn't.
Invest in the right analytics tools to track your performance and ensure you get the most out of your efforts. You can use this information to help you identify where you're doing well and where you need to focus your efforts.
Continually tracking your results allows you to keep your B2B content marketing strategy current and effective.
Final Thoughts
B2B content marketing is important to any business's digital marketing strategy. By understanding your target audience, creating valuable content, and measuring your results, you can ensure that your efforts are impactful and cost-efficient.
Following these tips ensures that your B2B content stands out from the competition and drives success. Good luck!