You can’t always monitor your DMs around the clock — but AI can. Chatbots can use AI to quickly answer basic questions from your social media channels and route leads to your sales team. You’ll need to learn more about your customer base before you post. B2B social media marketing is the process of distributing content through channels like LinkedIn, Facebook, Instagram, X, and YouTube to reach buyers and decision makers.

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• The goal is to take an inventory of what you already have, then compare it to the competitive landscape to determine where the biggest opportunities lie.
• Consider experimenting with different formats and channels and measuring their effectiveness before choosing your ideal marketing mix.
• For example, you can use Google Analytics to measure your traffic performance.
• Thankfully, keeping track of KPIs such as website traffic, engagement metrics, conversion rates, and ROI has never been easier with the help of AI tools.
• If you only post sporadically, you’ll then be working against the channel’s algorithm, which surfaces new and engaging content to viewers.

While you may offer similar products or services to your competitors, you can showcase what makes you stand out. One thing Legg recommends is to put your own spin on a trending meme or video without using the original intellectual property. If you’re unsure about whether or not you can post something going around, check with your legal department to see what flexibility you have. One example of a successful content clustering strategy is from ISSA, a provider of personal trainer, nutritionist, and fitness instructor certifications.

Many definitions of content focus too much on the information and not on the rest of the elements. Information that isn’t presented with the form and medium in mind risks being lost on the recipient. For example, you could write out the steps of changing a tire, but including images would make it a lot clearer.

You’ll also determine the most effective channels for distribution, whether that be social media platforms, email marketing, or the company’s website. Despite all the pre-launch meetings, the founder and CEO of the company didn’t understand the importance of creating a content marketing strategy for our forthcoming website. Content and audience insights are buried treasure within your keyword data.

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If you have a customer data platform fueled by AI, such as Marketing Cloud Account Engagement, you’ll gain vital insights into your customers. When you can see that your customers are interested in a certain product, Paytinel or have distinct pain points, you can craft content that speaks to their needs. It’s an uncomfortable truth that you’ll have to invest some money into targeted promotional campaigns to get your accounts off the ground (or recharge a stagnant channel). “If you build it, they will come,” is a great movie quote, but a bad social marketing strategy. He also noted that you should also have a budget for ad campaigns that introduce your brand to new people, building your followers. This could mean partnering with a relevant influencer to grow your account or promoting your social presence via ads or other channels like email marketing.

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Once more, there are various tools available to help you plan and manage your content schedule. As an illustrative example, Salesforce employs diverse content strategies tailored to different aspects of its business while contributing to overall business objectives. This content has been made available for informational purposes only. Learners are advised to conduct additional research to ensure that courses and other credentials pursued meet their personal, professional, and financial goals. Putting a content strategy in place means you need a firm understanding of content tactics. This part of your content strategy, again, will show where your audience lives.

As such, we can now add AI chatbots within our broader content strategy, since so many customers get their information through this channel. Hootsuite and Sproutsocial are popular tools specifically aimed at managing social media posting schedules. Based on your audit and analysis, you should be in a good position to create editorial calendars and start scheduling the production and publication of your content. Examine page views, bounce rates, time on page, and conversion rates to determine how your content is performing.

Any content marketing strategy must align with your broader brand strategy, marketing goals, and business objectives. Salesforce shares updates, success stories, and interactive content via social media channels to engage with the community. You’ll find detailed product descriptions through our AppExchange. The Salesforce blogs are a fantastic place to find valuable information on industry trends. If you’re in need of support, you can head to our help centers and community forums, where customers can access tutorials and FAQs and engage with support teams to improve customer satisfaction. Building a high-performing content strategy requires careful consideration of your team composition, processes, and tools.

Content like blog posts, whitepapers, videos, and podcasts can set you up for success on social media. Consider leveraging AI for sales and marketing teams to streamline your content creation process. AI-powered tools like Copy.ai can help you generate ideas, write engaging copy, and optimize your content for better performance. Despite these clear benefits, many businesses still struggle to prioritize content strategy. In fact, only 37% of B2B marketers have a documented content marketing strategy. This lack of a strategic approach can lead to inconsistent messaging, wasted resources, and missed opportunities to connect with your audience.