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B2B Social Media Shakeup: 4 Developments That Have Caught Our Eye

B2B Social Media Shakeup

B2B Social Media Shakeup Following scandal, criticism, and calls for more privacy and relevancy, social media giants are working hard to recapture their original allure as safe communities and conversation destinations. And while platforms are ardently focused on heightening the everyday user’s experience, the movements we’ve seen so far in 2019 signals that B2B brands will still have some things to look forward to. This is a teeny sampling of the social media headlines we saw in the first quarter of 2019 alone:

Now just 6 weeks into Q2, important announcements and shifts abound—which of course present opportunities and challenges for B2B marketers. Below we dive into a handful of the latest and greatest changes that have caught our attention.

#1 – Twitter’s Jack Dorsey Alludes to a Potential Platform Overhaul

In April, Twitter Co-Founder and CEO Jack Dorsey sat down with Chris Anderson and Whitney Pennington Rodgers of TED for a roundtable discussion on the state of his company, with much of the discussion centering on Twitter’s conversation health and how to improve it.

As TopRank Marketing’s Senior Content Strategist Nick Nelson reported: “Some of the possible changes hinted by Dorsey are relatively minor and uncontroversial … But the bombshell of the interview came with Dorsey’s allusion to an entirely new structural underpinning for Twitter.” Dorsey said that he believed Twitter is “best as an interest-based network,” suggesting that a shift from following accounts to following topics could be part of Twitter’s future. While only time will tell whether Twitter actually follows through on any of its hopes and dreams for improving conversation health, even a small shift in making it easier for users to find and engage with topics they care about is good news for B2B brands and marketers. “Brands need to be speaking the language of their customers and reaching them in the right context,” Nick wrote. “Fewer trolls and more substantive, expert content organized around topics would make the platform a stronger piece in any B2B digital marketing strategy.” Read: The Impact of Twitter’s Proposed Shakeup on Marketers and Influencers

#2 – LinkedIn Releases New Post Reactions

In mid-April, LinkedIn announced new post reactions were starting to roll out, which would allow users to express themselves beyond the “like.” Within the last week, reactions have gone mainstream. As LinkedIn’s Cissy Chen wrote: “You can use Celebrate to praise an accomplishment or milestone like landing a new job or speaking at an event, or Love to express deep resonance and support, like a conversation about work life balance or the impact of mentorship. Insightful can help you recognize a great point or interesting idea, while Curious lets you show your desire to learn more or react to a thought-provoking topic.” LinkedIn Post Reactions Image Credit: LinkedIn This isn’t an earth shattering development by any means. I’d say it’s a natural evolution of the platform. However, it’s still great news for B2B marketers: An array of reaction options will help you better understand the impact of your posts. Naturally, this kind of qualitative data can guide your messaging strategy on the platform, helping you share content to pique interest and engagement. The interesting thing moving forward will be whether LinkedIn refines the emotional mix. Currently, reaction options don’t allow for expressing anger, disappointment, or sadness. And as all social networks strive to bolster safe, positive spaces for communication and interaction, this could be a slippery slope.

#3 – Facebook Reveals Redesign with Privacy in Mind

Thousands of developers, creators, and entrepreneurs descended on San Jose, CA for Facebook’s 2019 F8 conference, an event dedicated to discussing the future of technology. During his opening keynote, Facebook Founder and CEO Mark Zuckerberg revealed a long list of coming changes—including a redesign. But this is no run-of-the-mill refresh, rather one that “puts your communities” at the center. Facebook Stories still appears to have a prominent top spot, but the News Feed—the product of a historic past redesign itself—will be taking a backseat to Facebook Groups and event listings. “There are tens of millions of active groups on Facebook,” Facebook said following the first day of F8. “When people find the right one, it often becomes the most meaningful part of how they use Facebook.” New Facebook Design Image Credit: Facebook Last year, we explored the growing interest in and adoption of Facebook Groups among brands. With increasing engagement as a top priority, Groups are mini-communities that can foster direct communications with prospects and customers, and build brand affinity without hard-sell marketing messages. Today, it appears that is the future of “organic” marketing on Facebook. As our Nick Nelson so eloquently said months ago:

“Some marketers have understandably been reluctant to dive into this functionality over concerns that Facebook will change gears and renew its focus six months from now, but I believe it’s safe to say — based on the social network’s clear commitment to elevating active participation and ‘meaningful communities’ — that groups are going to be a mainstay feature going forward.”

For many B2B brands, Facebook marketing has traditionally focused more on highlighting company culture, news, and events rather than straight content promotion. But with what’s to come, it’s worth exploring whether Facebook should be more (or less) of a focus moving forward. Read: The Question on Many Marketers’ Minds: Should My Brand Start a Facebook Group?

#4 – Instagram Announces That Anyone Will Be Able to Create Stories Filters

Instagram has been gaining prominence within B2B marketing strategies, representing an opportunity to establish a brand’s visual identity—something that can be hard to capture when physical products don’t exist. With the launch of Instagram Stories, B2B interest in the platform reached a new level, allowing for serialized storytelling as well as the implementation of links and calls to action. Of course, augmented reality (AR) filters are a signature feature within the Stories platform—and now any developer or brand can create them through the Spark AR Studio. Facebook's Spark VR “Over the past year, more than 1 billion people have used AR experiences powered by Facebook’s Spark AR platform, with hundreds of millions using AR each month across Facebook, Messenger, and Instagram,” Facebook reported. “They’re expanding the language of expression, transforming the way we shop, and adding meaning to real-world objects in fun and interesting ways.” Under the right circumstances, creating a custom filter could be an opportunity to foster awareness or engagement at a major B2B industry event, encourage advocacy among employees or help with recruiting efforts, or promote the release of a new asset or product. In addition, this could be a great influencer activation tool. If Instagram is going to be a core focus of your B2B marketing efforts going forward, this new development for Stories is at least worth reading up on. Read: What You Need to Know About Instagram Stories for B2B Marketing

Keeping Up with the Changing Social Media Landscape

For a steady stream of social media and digital marketing news, tune into the TopRank Marketing Blog every Friday for our weekly news roundup, featuring video commentary from Senior Content Marketing Manager Joshua Nite and Associate Director of Search & Analytics Tiffani Allen. What social media news item has got your attention? Tell us in the comments section below. *Disclosure: LinkedIn is a TopRank Marketing client.

The post B2B Social Media Shakeup: 4 Developments That Have Caught Our Eye appeared first on Online Marketing Blog – TopRank®.

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A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

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Content Curation Inspiration: Types, Examples, & Use Cases for B2B Marketers

Content Curation Inspiration for B2B Marketers

If you create and share content, curation is part of your B2B marketing strategy. From seasoning a blog post with key third-party statistics to sharing an interesting article from an industry publication or influencer across your social channels, you’re curating.

But content curation has a place beyond adding an insight or two to your content.

With large volumes of information available today and short attention spans, curation allows content marketers to create more convenient, valuable content experiences for their target audience, while growing thought leadership, bolstering their content calendar, and increasing production efficiency.

What types of curation exist? How are B2B brands doing curation? When does it make sense to do curation? Let’s dive in.

Types of Content Curation and B2B Examples

The Curation Kitchen Staples: Microcontent

Statistics. Quotes. Tips. Social media commentary. Third-party videos. Gifs. Memes. Curated microcontent is what gives your content its flavor—whether its used as seasoning in a long-form blog post or modularly in short-form social content. This is foundational curation, and it plays a role in all other types. And as TopRank Marketing CEO Lee Odden once said:

“Snackable content can often be managed and repurposed like ingredients to create a main course. On their own, short-form content like quotes, tips, and statistics are useful for social network shares and as added credibility to blog posts, eBooks, and articles.”

See what I did there? Microcontent is simplistic and easy to integrate, helping you provide more depth and insight on a topic, infuse credibility, and highlight industry experts.

When microcontent curation makes sense: Always—if the content is relevant to the topic you’re discussing. Microcontent helps you provide proof points to bolster your narrative and build credibility with your audience.

The Curation Classics: Roundups, Listicles, and Resource Hubs

Collecting key bits of information and insights and organizing them into an easy to digest format is the quintessential content curation tactic. The premise is simple: You’re gathering interesting tidbits from multiple sources on a specific topic and placing them in one central location.

The underlying theme for this curation tactic (and any content tactic for that matter) is relevance and value. It needs to be topically relevant to your audience and it can’t be a lazy compilation; it needs to serve a purpose.

News roundups are perhaps the most popular of the curation classics. We’ve all seen them and likely have a few we go back to on a regular basis, so I won’t spend too much time here. (Shameless plug to check out our weekly digital marketing news roundup.)

But here’s an example of a roundup style piece from EHS and sustainability consulting firm *Antea Group that brings video content together to have a little fun and spark a connection with the audience.

The post showcases six workplace safety videos—all sourced and easily embedded from YouTube—with movie-critic-like commentary that make connections to the daily life and work of their target audience.

Content Curation Example from Antea Group

When it comes to resource hubs, HubSpot is an “ultimate list” destination on a variety of subjects, most notably digital marketing statistics. Here’s a recent example featuring Instagram statistics.

Content Curation Example from HubSpot

For listicles, one of our recent BIGLIST editions featuring 50 of the top marketing blogs featuring martech brands is a solid example. Time was spent on researching and vetting, and the list provides a short and sweet description of each blog, as well as our favorite recent article to give readers a cue on what’s worth checking out first.

Content Curation Example from TopRank Marketing's Lee Odden

Finally, events can be great opportunities for curation. *Introhive, an enterprise relationship management (ERM) platform, regularly curates social and team member insights to compile post-event infographics with top takeaways.

Content Curation Example from Introhive

When classic curation makes sense: Classic curation is largely an awareness and engagement play. If you’re looking to provide your audience with a helpful resource that hits quick on the points, and showcase your brand as a thoughtful expert in the space, this type of curation can make it easy for your audience to find insight and inspiration—and minimize the amount of time they need to spend on the hunt.

The Next Level of Curation: Thought Leadership Mashups

Curation isn’t limited to assembling a robust, scannable list of information or resources, or seasoning original content with stats, quotes, or videos. Curation can fuel thought leadership.

Great examples of this kind of curation are trends-focused pieces. Taking a cue from the classic curation formats, this kind of content aims to identify one or more trend or pattern using curated bits of information, all tied together with your knowledge and expertise.

This could be small-scale or large-scale—meaning a single concept could provide the supporting content or tie-in, or it could be your take on a collection of related trends, facts, or insights. This piece from *SAP’s Digitalist Magazine is a great example.

Content Curation Example from Introhive

But this kind of curation doesn’t just lend itself to discussing trends. Many of our own blog posts use a mashup curation method to educate and engage marketers, and define our perspectives and approach to marketing.

This can be seen in a recent post from Nick Nelson on how to write clear, concise content. Using our words intentionally is a core belief, and Nick was able to illustrate that with his deep knowledge and some relevant insights from third parties.

Content Curation Example from TopRank Marketing's Nick Nelson

Also, when we say “curation,” we don’t just mean collecting insights from third-party sources. You can curate your own content—it’s just most often called repurposing.

Salesforce has a great example here. This recent post touches on a key trend in the marketplace (lack of consumer trust), leverages microcontent from Salesforce’s own research (the Trends in Consumer Trust research report), and then original content builds a narrative for a specific audience (retailers).

Content Curation Example from Salesforce

In addition, curating and repurposing influencer content is an especially big opportunity. More than likely, the insights that influencers share with you have implications and applications across other related topics.

When curation mashups make sense: If you want to build thought leadership on a subject, mashups should be in your content lineup. Mashups allow you to elevate an idea, perspective, challenge, or opportunity, while using existing content as a jumping off-point or as part of the foundation of your take.

Read: A Tasty, Strategic Addition to the Content Marketing Table: ‘Repurposed Content Cobbler’

Content Curation for the Win

Regardless of your editorial plan, you’re already doing some form of content curation. However, you can make curation a more deliberate and effective part of your overall B2B content marketing strategy.

Whether you create an ultimate list featuring statistics from multiple sources, provide high-level takeaways from an event or report, give your own content new life to build thought leadership, content curation can provide value and convenience for your audience and writing team.

Looking for content curation best practices, tools, and more examples? Check out our post on Content Curation 101.

*Disclosure: Antea Group, SAP, and Introhive are TopRank Marketing clients.

The post Content Curation Inspiration: Types, Examples, & Use Cases for B2B Marketers appeared first on Online Marketing Blog - TopRank®.

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