Six B2B Content Marketing Lessons From MASHABLE
By Kipp Bodnar from Social Media B2B dot com
If you are new to social media, or are someone who has been in the industry for a while, you are likely familiar with Mashable, the most popular blog dedicated to discussions about the social web. Jeff and I talk frequently about what makes Mashable so successful. Interestingly though, how they succeed has a lot of application on B2B content marketing.
I have decided to break down some of the strategies that make Mashable successful and show how they apply to B2B social media marketing. When a site has an audience of this size, they must be doing something right:
6 Strategies From Mashable For B2B Social Media Marketing
1. Headlines Drive Traffic And Sales – A quick scroll through the home page of Mashable shows you that they have mastered the art of simple yet attention grabbing headlines. This is a key component of their success because great headlines don’t just drive pageviews, they drive engagement and make people want to spread the content across the social web. Writing good headlines is one of the most important things B2B companies can do when publishing digital content. Good headlines make a possibly complex issue seem more interesting and more approachable.
2. Being First Is Important – The web almost always rewards someone for being “first.” Mashable has become a master of breaking stories before other news outlets. Am I telling your B2B organization to start breaking news? No. I am asking you to think about in what ways your organization can be “first” on the web.
Many B2B companies fail to realize that in niche industries where none of the players have begun publishing on the web, the first one that does gets a huge advantage. Google rewards those who talk about a keyword first by moving them up on the search engine results page. Being first in B2B is about establishing credibility and building a long-term, sustainable audience on the web.
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Professor Content says, first create a marketing plan, implement, manage, measure and finally adjust. This plan includes social media which is a part of marketing, social media is not a marketing plan. Here’s what the good old professor thinks, advertising is step one, which leads to marketing and then this leads finally to the sales process.
