Social Media and

Content Marketing.
A Guide for B2B Marketing Managers.

On the Internet, marketing trends come and go faster than ever. Do you remember
frames, flash intros, and even visitor counters? Marketers treat these trends
predictably, first glorifying, then vilifying, then abandoning trends as they rise
and fall.

At Atomicdust, we gauge trends by questions our clients ask. By that measure,

social media is off the charts. Discussions about new websites are frequently
punctuated with questions like, “What about Twitter? What do you think of that?”

Here’s what we think: Social media isn’t a trend. Sure individual channels like
Facebook or Twitter may be, but the idea of creating and sharing information – or
content – is here to stay. We see social media as one of the most effective ways to
draw attention to the information you post online.
 To have the biggest impact
with social media, it’s
important you begin with
the basics.
It’s how we always start – and it’s where
we’ve started with this guide.

Know your brand. Know your Develop content Measure your

audience. strategy. impact.

Define your goals. Find the content. Promote your

content.
 Know your brand.

When you build a house, you can’t begin Most importantly, you need to describe, in words that matter to your
audience, what sets you apart from your competition. That is to say,
by putting up the front door. your unique selling proposition. Outlining this at the outset puts you in a
greater position to clarify your mission, unify your corporate culture and
You start by laying the foundation on which everything else will be built. hone the focus of your business.
That’s the approach you should take with social media. You have to
know your brand before you can talk about it. You might dismiss this as marketing jargon, but we believe it’s the most
critical part of any marketing effort. Unfortunately, it’s also the most
So what does that mean? It means you need to define: difficult, particularly for established companies who are looking for a

• Your position in the market new focus. Refining your brand – or rebranding entirely – can be more
• Who you are difficult than starting from scratch as you battle to change internal and
• How your audience views your company external perceptions.
Part of knowing your brand also
involves discovering whether it’s not
for you.
We believe that B2B brands can benefit from social
media on many levels. It connects customers and
prospects to people within your organization, enhancing
sales, support and service.

But does your B2B brand need social media to succeed?

No, not at all. Not every business has to be on Facebook or Twitter to be successful.
It’s not for everyone.

Is it for you? Here are some starter questions that can help you find out:

• Do you have an ongoing supply of content you want to share?

• Is your audience engaged on social media channels?
• Are you prepared to monitor and participate in online conversations?
Define your goals.
As with any marketing effort, you must start with a defined
goal. Ask yourself: What do you hope to achieve with
social media? This is an important question, both to align
internal expectations with reality, and, in some cases,
to determine if social media is a good fit.

Some common goals we have seen include driving sales, promoting white papers
and web content, driving event registration and improving customer relationships.
 Do your goals align with what
social media can deliver?
This chart might help you decide.

Actual Effectiveness Popularity

Increase brand awareness 45% 34%

Improve brand reception 38% 34%

Public relations 36% 33%

Improve support quality 20% 28%

Reduce support costs 10% 19%

Reduce acquisition costs 11% 24%

Lead generation 20% 54%

Improve search rankings 27% 61%

Increase website traffic 35% 73%

Increase revenue 6% 56%

* Source: Marketing Sherpa

Of course, from goals, you
get measurement –
and that’s the question our clients
ask most often.

What’s the ROI? It can be difficult to prove, because social media is often used to
impact intangible things like brand awareness. If you’re looking at it from a dollars-
to-dollars perspective, it can be hard to quantify.

However, we encourage you to look at social media like this: “What’s the ROI
in playing golf with a client?” Social media is an extension of your relationship-
building activities. Some businesses see the value. Do you? That could be the
single most important question you answer. We’ll discuss measurement
more later on in this guide.
 Know your audience.

It sounds simple, but you should know •

•
Gender / Age
Tone
who you’re talking to before you start • Occupation
• Why are they visiting your website? What are they looking for?
using social media. • Why are they using social media to follow you?
• Other brands they might like
Of course, with B2B brands, this can often include multiple decision • Topics they can relate to (nursing, education, technology)
makers over a long sales cycle. We work with our clients to build
demographic and psychographics of key stakeholders and targets These profiles will enable you to tailor specific content to your most
that include: important targets.
Find the content.
Content is anything and everything. It’s the information you
post online, be it web copy, videos, articles, pictures, white
papers, presentations or newsletters. Of course, your goal
is to have as many people as possible read and share your
content. That’s what social media is all about.

Most of our clients use social media to share content they create – or that we
create for them. We also use social media channels to share related, third-party
content. Third-party content refers to articles or posts that someone else creates –
for example, a magazine article – that your audience might find useful.

The most effective content:

• Positions your company as an industry leader

• Builds relationships with your key audiences
• Encourages positive, thoughtful conversations
Develop content strategy.
Once you have a good base of content, your content
strategy gives you a plan to share it – and tells
you what to create next.

A sound content strategy keeps your audience engaged with your brand.
And it’s one of the best things you can do to raise your profile on search engines.
We get a lot of questions about
content strategy –
here are answers to a few of them.

What content is right for your business? How do you publish the content to the web?

There’s no simple answer – but the goal is to use your content as In the early days of the web, updates involved in-depth technical
an opportunity to reinforce your brand’s position in the market. We knowledge. But today, a Content Management System (CMS) makes it
encourage you to look at content from your audience’s perspective. fast and easy. There are several free and open-source or low-cost CMS
What will they find interesting and engaging? And what will help them solutions available. Most are easy to use and implement, with the help
learn more about your company? What information can you share of an experienced web developer. At Atomicdust, we prefer WordPress
that will make their jobs or lives easier? and ExpressionEngine, depending on the scope, purpose and goal of
the site.

Who should create the content? How often should you post content?

Anyone who is a thought leader in your organization can create content. Ideally, you should try to post at least 2,000 words of new, relevant
Typically, these are members of the executive team, which can be a content every month. Think of this as one large article, or four smaller
tough sell. They might not see the value, or want to take on the extra ones. This isn’t an arbitrary number: there’s a method to this madness.
work. Content creation is hard – and they might not want to expose
their thinking. First, there’s nothing better for Search Engine Optimization (SEO)
than fresh content on your website. With that frequency and volume of
In their place, the marketing department (or outside agency) can serve relevant posts, your website will rise to the front pages of Google when
as an editor, or even ghostwriter, for the thought leaders. This is fine, your customers and prospects search for key industry terms.
though not ideal. Authenticity is a huge buzzword in social media, and
when marketers – or people who are one step removed from your Secondly, your key audiences will see your brand as the go-to resource
industry – create content, your audience knows. for information on the topics you cover. They’ll know you’re dedicated to
providing insight and helping them do their jobs better.
The best compromise is for executives to provide outlines or drafts for
the articles, drawing on marketing teams for assistance in polishing, Lastly, a solid content strategy gives you a steady stream of content to
posting and promoting content. distribute in email newsletters and a host of social media channels.
 Promote your content.

So, you’ve posted the content to your website – but Summarize and post articles on Facebook.

you’re only halfway there. The next step is to get Every time you post an article, link to it on your Facebook page, along
more eyes on it. Here’s ten ways how. with a short headline or summary. The best part of Facebook is that
comments, likes and shares further spreads your content.

Post on Twitter.
Post article summaries on your homepage.
On Twitter, you have 140 characters to say whatever you want. You can
The new content you post in your blog or news section should also post links, quick ideas, or anything that’s relevant to your audience.
appear on your homepage, under “Latest news” or “Latest posts.” This If you’re posting links, we suggest summarizing your content with
ensures visitors know your site has been updated, and greatly enhances something descriptive, such as: “Atomicdust tells how they use social
SEO by adding keyword-rich content on a regular basis. media for B2B brands,” add the link and then tweet it out.
Promote your content (continued).

Get LinkedIn.

LinkedIn is, essentially, a professional version of Facebook. You can summarize

articles and post links to them on your company’s LinkedIn page. In addition,
you can use the same content to spark discussions in groups that people in your
target audience might join.

Start a company newsletter.

A solid content strategy means you’ll always have material to send out in a
company newsletter. You can send these out via e-mail, add them to your website
or even the old-fashioned way, in a printed piece. It’s a powerful way to reinforce
your brand.

Submit to other blogs.

Create a list of industry websites your audiences might visit – and submit articles
for publication. Having your company’s thought leadership content published by
trusted news sources builds credibility and expertise – plus it’s another powerful
addition to your SEO strategy.
Use Google Plus.

Google’s social media community may not have the presence of say, Facebook or
Twitter, but the search engine does have the upper hand when it comes to search
engine optimization (SEO). Share your web content on Google Plus, making sure to
include relevant keywords and phrases.

Keep an eye out for other social media opportunities.

New social media networks and online communities are popping up all the time.
And while Pinterest, Instagram or Vine may not be right for your brand, another one
may come along that is.

Promote your content with ads.

Advertising on sites like Facebook, Twitter and LinkedIn can have big returns for
even a small investment. Make sure that you are promoting quality content that
your audience will find helpful or entertaining – like whitepapers, webinars, blog
posts – and not just creating an ad that’s a sales pitch.

Encourage employees to share.

Your employees can be your most powerful online advocates. Create a culture of
socially empowered employees that are encouraged to share company news and
content on their personal accounts.
Measure your impact.
Is it working? Have you chosen the right social
media channels to drive traffic to your site? One
way to know is to measure visitors to your site
using a tool like Google Analytics.

Google Analytics is the most powerful tool you can use to measure the impact of your
online activity. A simple tracking code on your website will help you discover how many
people visited your site, which pages they looked at and how long they stayed. Google
Analytics also lists key traffic sources (like Facebook, Twitter, LinkedIn, etc.) to help you
see which networks are driving traffic back to your site.

With social media, you can keep track of the number of followers or ‘likes’ you have, see
which content gets the most interactions (in the form of comments, shares, retweets,
etc.) and even learn more about your own audience like where they are from, what
their interests are or when they are online. And social listening tools can help you find
conversations about your brand or your industry online – helping you fully understand
your customers needs and perceptions about you.

The valuable information you learn from Google Analytics and social listening will help
you refine your content strategy and get the most out of your social media efforts.
It gets easier as you go.
As we’ve said, the most difficult part of any
social media strategy is getting started.

Most companies simply don’t know where to begin – and aren’t even sure of the
benefits of doing so. Of course, once you’ve done the hard work and your brand
is in place, and you’ve established your content strategy, social media becomes a
natural extension of your marketing plan.

We hope this guide answered some questions you may have had about social
media, and that you will find it helpful as you develop your own content strategy.
If you have further questions,
please do not hesitate to get in touch
with us at:
www.atomicdust.com