If you build it they will come: Three steps to a content marketing plan – Step 3: Socializing
Step 3: Socializing
Socializing is the art of listening and speaking – blending Steps 1 & 2 at the same time. The best way to socialize within the B2B marketplace is through social media as this enables conversations to happen naturally. Part of any good content marking plan should include some aspect of social media, whether it’s Twitter, Facebook, LinkedIn, a blog or focused user community.
As marketers one of the biggest lessons learned in 2009/2010 was that social media is often times complicated and requires a large time investment. As a user of social media, one of the most frustrating experiences is going to a Facebook or Twitter page of an organization to post comments or questions and getting no response. Social media is about being able to connect with people and having conversations, so don’t leave them feeling ignored.
The best way to avoid this is to do your homework – going back to Step 1 of this series, listening. Listen to where your ideal users are having conversations. Are your potential clients chatting on technology focused user communities, like IT Knowledge Exchange, or are they posting comments on more general social sites, like Twitter? Your job is to find that concentration of users and focus your resources there. There are far too many social networking websites out there to try to be active on all of them. Find you audience then start your conversations there. With the onslaught of Web 2.0 everyone is producing content. It is no longer about page views or eyeballs, according to the blog series Scalable Intimacy, it’s about meaningful conversations. If you don’t have the resources to engage in conversations directly, make sure you are in the room when these conversations are happening with banners and other branding placements.
If you follow the three steps to a content marketing plan that I set out for you in this series then you should be producing content pieces that speak directly to your ideal audience. You will have content that can capture leads and nurture them though the buying phases. If you get into the social media game as well, you will be able to have meaningful conversations with the right people at the right time.