Social Content Strategy

Why most B2B social content does not work

Most B2B LinkedIn content is one of three things: company news nobody outside the company cares about, generic advice that any account in the category could post, or thin inspirational content that generates likes but not enquiries. None of these build positioning. None of them make a prospect think of you when they have a problem you solve.

A social content strategy that works is built around a positioning argument. What does your company believe about its category that sets it apart from everyone else who does what you do? That position, expressed consistently over time, is what makes a prospect who has been following you for six months pick up the phone rather than send a generic RFP.

The difference between strategy and a content calendar

A content calendar tells you what to post on which day. A content strategy tells you what to stand for and why that position will be valuable to your specific audience. The calendar without the strategy produces a lot of content and very little cumulative effect. The strategy first produces content that builds something.

What we deliver

A positioning brief defining the angle your brand will take in the category. A content architecture showing the themes and content types that will build that position over time. Twelve written LinkedIn posts as a launch batch, with documented rationale so your team can continue the program independently. A 30-day editorial calendar.