A channel not worth your time in B2B content marketing.

Not all channels are worth your time for content marketing.

December 28, 2023

Ben: Welcome back to another episode of Content Amplified. Today, we have an awesome guest, Maddie Bullock. I've worked with Maddie for years, so I can vouch for her expertise in content marketing. Welcome to the show, Maddie.

Madi Bullock: Thanks, Ben. I'm happy to be here.

Ben: Excited to have you. To start off, could you give us a summary of your career, your passions in marketing, and what you focus on?

Madi Bullock: Sure. My background is in public relations and content marketing, and I currently work as a consultant. I help companies establish a brand voice, be seen, and grow through marketing communications, public relations, event production, and content creation, including writing, filming, and photography.

Ben: That's really awesome. Matty and I were discussing today's topic, which is fascinating. Matty, you have a unique take on one type of content B2B companies shouldn't focus on. Can you introduce it?

Madi Bullock: Absolutely. B2B companies don't need to focus on social media, including platforms like Instagram, Twitter, or TikTok. B2B content needs to provide value and relevance, aligning with the prospect's position in their buying journey. The ability to hone this on platforms like Instagram is limited.

Ben: That's a fascinating point.

Madi Bullock: People go to Instagram to relax, not to search for business solutions. If Instagram relates to your product, consider investing in User-Generated Content (UGC) with relevant Instagram influencers. Even then, it's a niche strategy and a risk.

Ben: I agree. There's so much to be done in content marketing that social media might not be the best channel. Go after your best channels first. Social media probably doesn't rank in the top ten for most effective content creation channels.

Madi Bullock: Absolutely. For example, TikTok can be used for specific how-tos or interviews with net promoters, but unless you have massive resources for educational content, you're unlikely to attract the right followers. TikTok and Instagram are great for entertainment and e-commerce, but not for other industries.

Ben: What about platforms like LinkedIn for a B2B audience?

Madi Bullock: LinkedIn is the exception. If you're a B2B company on social media, LinkedIn should be your priority. However, you still need engaging content and effective targeting, especially for ads. The goal should be to draw people to your website with educational content that highlights your target customer's pain points.

Ben: What are your opinions on using other social platforms for top-of-the-funnel advertising?

Madi Bullock: I think it's a waste of time. You're putting effort into something with minimal return. Understand your audience's mindset on each platform. Just because they are there doesn't mean it's the right place to advertise to them.

Madi Bullock: However, there's an exception. Collaborating with influencers who are relevant to your industry and have a significant following can be effective. If they trust your company, they can talk about your product naturally, sometimes through paid or affiliate-based opportunities.

Ben: I agree. The influencer landscape is important. It's similar to PPC and SEO strategies. If an influencer campaign is successful, consider developing a social media presence, but it takes time to achieve similar results.

Madi Bullock: If you decide to establish a social media presence, be human and relatable. Don't be overly branded or salesy. People don't want to feel like they're watching an ad while being entertained or educated.

Ben: Who in your company should be the spokesperson on social media, and how can you ensure consistency and relatability?

Madi Bullock: That's a great question. It's important to have a spokesperson who can effectively represent your brand voice. However, consider other marketing opportunities before focusing on social media.

Ben: Absolutely. The number one rule in marketing is to understand the customer's pain point without becoming it.

Madi Bullock: Exactly. It's crucial to be mindful of how you address and interact with your audience's needs.

Ben: Thank you, Maddie, for the insightful discussion. Where can people find you if they're interested in your work or want to discuss these topics further?

Madi Bullock: You can find me on LinkedIn as Madison Bullock, on my website MadisonBullock.io, and on my podcast 'Currently On Well' as well as my Substack 'Undiscovered Hand Model'.

Ben: I appreciate your time and insights, Maddie. Thanks for joining us.

Madi Bullock: Thank you, Ben. It's been a pleasure.

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