INFOGRAPHIC: How Engineers Consume Content
by MGB2B
Ever want to see inside the mind of an engineer? If you run the marketing department of a manufacturing company, the answer is probably a resounding “yes.”
This infographic – Part 1 of a 2-part series – takes a look at how engineers approach content. In particular, it explores which content they consume during the Buyer Journey and where they consume it. You’ll see how the Journey is broken down into four phases: Research, Consideration, Evaluation, and Buy. And content is consumed differently in each phase.
It’s likely no surprise that Case Studies are consumed more heavily in an engineer’s decision-making process earlier in the Buyer Journey. Or that Product Info Sheets are more influential later in the process.
But it’s worth noting how different types of video work better in different phases. And just how much engineers prefer LinkedIn over other social platforms. Take a look at the full infographic to get a better look at the engineer’s decision-making process. It will give you great insights as you fine-tune your Content Marketing Plan in the second and third quarters of 2018.
Read the Full Infographic on How Engineers Consume Content Below:
(And stay tuned for Part 2… coming soon.)
B2B Myth of the Week: Social Media Content Should Be All-Business
by MGB2B
Myth: Social Media Content for B2B Brands Needs to be All-Business
Fact: Social Media is the Perfect Channel to Show Brand Personality
Social media content for B2B brands must revolve around statistics, numbers, and charts. Right? Wrong. While buyers do need practical information, it’s also necessary to humanize your brand. To do so, make sure some of your content resonates with your buyer’s emotions. After all, at the end of the day, it’s a human making purchase decisions. Need help getting started? Here’s three jumping off points to get your creative content up and running:
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Tell Stories
Storytelling is a simple way for buyers to relate to the brand. This, in turn, strengthens the relationship between brands and buyers. By sharing stories on social media, your company has a chance to develop a personality that strikes a chord with your audience. According to a study at Stanford University, information shared through stories is remembered 22 times more than facts alone. So what kind of stories can you tell? Try a testimonial from a satisfied client. Polish up your brand creation story. Or consider a story that demonstrates how your product or service can solve a problem.
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Use Humor.
People often assume that social media content for B2B brands is limited to stiff and serious posts. Including humorous content is a great way to get people interested in what your brand is doing. Let’s face it, most people don’t expect B2B brands to be funny. Use that to your advantage. Incorporating humor can be an extremely successful way of getting attention from potential buyers. There are plenty of ways to mix a little humor into your content calendar. Get creative with photos and videos that your brand is sharing. Is there something people find confusing about your brand? Poke fun at yourself (like MailChimp does). Or maybe there’s a common challenge in your industry you can make light of. A little levity can go a long way in ingratiating your brand to your audience.
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Show the Brand’s Personality.
Developing a personality that is associated with your brand has way more impact than just facts and numbers. Audiences remember personalities over stats. This one’s tricky – it’s easy for B2Bs to fall into the same-old personality traits: committed, quality-oriented, eco-friendly, etc. But who is your brand really? And how does that resonate with your audience? Make yourself memorable. Think about what ultimately motivates your brand, and develop your character from there. Is your brand personality wise? An explorer? A trusted advisor? Do you aim to challenge or inspire? Whatever you feel your brand is, infuse those characteristics into your content (not to mention your ad copy and visuals) and stand out from the pack.
Even though it seems like social media content for B2B brands is limited, it’s just the opposite. It’s an opportunity to showcase just what makes your brand tick. While facts and stats provide the proof, your brand personality will resonate far longer.
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Your Social Media Cheat Sheet for B2B Marketing
by MGB2B
Gone are the days where you can say: “We’re a B2B company, we don’t need social media.” It’s now 2018, and to say you have no social presence, is to incur doubt from your clients, both present, and future. With that in mind, starting out, or revamping your social presence can seem like a daunting task. That’s why we’ve put together a helpful Social Media cheat sheet designed to get you and your B2B brand off and running.
First Thing’s First...
- Pick Your Poison(s). There are no social media platforms that are truly off-limits for B2B brands these days. From Facebook to LinkedIn to Instagram, there’s no end to where you can post and who you can reach. What truly matters is finding the right content for the right platform.
- Key Takeaway: Don’t be afraid to experiment with social platforms, but don’t spread yourself too thin.
- Do Your Research. Yes, there is a “sweet spot” for every single social outlet out there. Typically, posting 3-5 times on Twitter per day is optimal, whereas posting any more than 2 times on Facebook on a given day could be seen as overkill. Decide how often you’re planning on posting to your given social platform(s), then build your plan out from there.
- Key Takeaway: Sometimes, less is more. The quality (see: value) of your content will be held in higher regard by your audience, versus the sheer quantity of times you post.
Now You’re Getting Somewhere…
- Make a Plan. It seems like a given, but many businesses skip this important step. Planning out your content on a calendar will save you a lot of time and effort. Using tools like Hootsuite, HeyOrca, or HubSpot will not only allow you to schedule your posts days, weeks, and even months in advance, you’ll also be able to tweak your plan along the way. If a certain type of post isn’t resonating with your audience, delete and try again. Trust us, this will come in handy for Step 2.
- Key Takeaway: Getting through each month on social is much easier when you plan it out. Don’t miss this!
- Get Creative. Just because you’re a B2B brand, does not mean you cannot have fun. Is there a national day, week, or month that is relevant to your audience? Let your audience know you’re celebrating! Are you working on a project that could show the more “human” side of your brand? Show it off. Your audience wants to know there are real people behind these social accounts. Let them know you’re there.
- Key Takeaway: The people who drive your revenue are real people and want to be treated as such. If you give a little, you’ll get a lot back in return.
The beautiful thing about social media is that it’s always changing. What works one day, may not work the next. What your audience responds to one week, may not hold true the following week. So be sure to experiment, don’t be afraid to fail, and remember why you’re running these social platforms in the first place: to make meaningful connections with your audience.
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