B2B social media content vs. marketing content: finding the right balance

B2B advertising and marketing often leverages digital content material, web sites, and social media. Companies should interact their viewers by way of a number of channels, leveraging social media content material and content material advertising and marketing to maximise affect. Nonetheless, these two approaches serve completely different functions and require distinct methods. Whereas social media content material fosters engagement and model consciousness, nurtures relationships, and creates leads, content material advertising and marketing builds authority, provides instructional worth, and nurtures leads over time. Placing the precise stability between the 2 could make each advertising and marketing efforts higher affect your model’s consciousness, consideration, and income development.

For instance, Oktopost successfully integrates each approaches. It makes use of LinkedIn to share bite-sized insights on social media advertising and marketing whereas driving customers to in-depth weblog posts, case research, and webinars. Our posts usually function trade tendencies, greatest practices, and fascinating visuals that spark discussions whereas linking to longer-form content material on our web site. This technique is being applied on Oktopost’s LinkedIn page and blog.

What’s B2B social media content material?

B2B social media content refers back to the posts, updates, and interactions companies create and share on platforms like LinkedIn, Twitter, Fb and Instagram. In contrast to content material advertising and marketing, which focuses on long-form and evergreen supplies, social media content material is designed for rapid consumption, engagement, and model visibility. It consists of short-form updates, trade information, interactive polls, and video snippets that spark conversations and encourage direct audience interaction.

Targets of B2B social media content material

An awesome instance of that is our LinkedIn posts, the place we share fast insights about B2B social media advertising and marketing, worker advocacy, and content material distribution. Our posts encourage viewers interplay by way of questions, polls, and PDF carousels whereas subtly guiding customers towards our blogs, case research, and different sources on our web site.

Instance: Oktopost’s LinkedIn Post
One latest submit highlighted the significance of worker advocacy in social media advertising and marketing, that includes a brief and fascinating caption, an infographic, and a hyperlink to a whole weblog submit.

Tips for creating efficient B2B social media content material

B2B social media content material must be concise, visually compelling, and interactive to maximise engagement. Posts ought to align with trade tendencies and handle frequent ache factors among the many target market. Various content material codecs—akin to LinkedIn carousels, short-form movies, and infographics—can improve visibility and encourage shares.

Instance: Oktopost’s Infographics on LinkedIn
Oktopost regularly shares infographics breaking complicated B2B social media methods into easy-to-digest visuals. These posts carry out properly in engagement and shares, serving to Oktopost develop its attain.

Oktopost research proves the affect of content material varieties

Social media content material technique efficiency measurement proves that completely different content material achieves completely different outcomes. 

Deep dive into firms’ LinkedIn posts with exterior hyperlinks.

Fast insights:

1. Picture Galleries and PDF posts persistently drive increased engagement and impressions, indicating their potential for impactful storytelling and model connection.
2. Regardless of their restricted use, text-only posts ship sturdy engagement and attain, significantly when exterior hyperlinks are usually not included.
3. Posts with exterior hyperlinks are important for driving clicks. Nonetheless, engagement metrics usually lag behind different content material varieties; nonetheless, it’s secure to imagine that individuals who click on on a hyperlink to your submit present curiosity in what you mentioned by clicking and never by liking.
4. Video posts stay a preferred format with or with out exterior hyperlinks; their metrics point out potential for enchancment, particularly in engagement and clicks.

What’s B2B content material advertising and marketing?

B2B content material advertising and marketing is the strategic creation and distribution of useful, longer-form content material designed to coach, inform, and nurture potential prospects. In contrast to social media content material, which is usually short-lived and engagement-driven, content material advertising and marketing focuses on in-depth sources that handle particular trade challenges. Examples embody weblog posts, whitepapers, eBooks, case research, webinars, and podcasts.

Targets of B2B content material advertising and marketing

The core goal of B2B content material advertising and marketing is to generate and nurture leads by guiding prospects by way of the client’s journey. Companies use instructional content material to construct belief, positioning themselves as trade leaders who supply options moderately than simply merchandise.

This picture from Illumination marketing demonstrates the principle forms of content material advertising and marketing strategies

Source

Instance: Oktopost’s Blog

Oktopost regularly publishes high-quality weblog content material that helps B2B entrepreneurs navigate social media advertising and marketing challenges. Latest posts cowl greatest practices for optimizing content material and leveraging worker advocacy for model amplification.

How to optimize your content for SEO, AI, and Social search

Employee advocacy B2B: A complete marketing strategy guide

Tips for creating efficient B2B content material advertising and marketing

Profitable B2B content material advertising and marketing requires deeply understanding viewers wants and search intent.
Content material must be well-researched, data-driven, and optimized for search engines like google to maximise attain.

Instance: Ungated guides and gated guides

Oktopost gives gated and ungated content material, akin to playbooks and analysis studies, that gives deeper insights into B2B advertising and marketing tendencies. These property function lead technology instruments, requiring customers to submit their electronic mail addresses earlier than accessing the content material.

Ungated

The guide to planning your 2025 B2B social media strategy

Gated

The social media manager’s guide to bottleneck-free content creation

Instance: Customer case studies

Oktopost gives buyer case research that includes how prospects use the Oktopost platform and obtain outstanding outcomes, growing engagement, web site site visitors, and revenues by way of social media advertising and marketing administration. All case research can be found for downloading and sharing with further group members.

Constructing social content material and campaigns collectively: a cohesive technique

An instance of integrating social media content material with content material advertising and marketing is Oktopost’s LinkedIn technique. We use short-form posts, infographics, and worker advocacy to advertise our blogs, case research, podcasts, and webinars.

Instance: Oktopost’s LinkedIn Webinar Promotions When Oktopost hosts a webinar, we create a multi-phase LinkedIn technique that features teaser posts, countdown updates, registration posts, and post-event summaries—making certain most engagement at every stage.

Beneficial movement of a LinkedIn content material advertising and marketing and social media marketing campaign

Conclusion and key takeaways

Balancing B2B social media content material and content material advertising and marketing is crucial for an efficient digital technique. Oktopost gives an instance of how companies can use social media to have interaction audiences whereas driving site visitors to in-depth content material.

Remaining Takeaways from Oktopost’s Technique:

Use LinkedIn posts and infographics to generate engagement and lead customers to blogs.

Use social media to promote podcasts even when they’re an audio-first content material platform

Create long-form content material like guides and case research for lead technology.

Host webinars and LinkedIn Lives to offer real-time insights and construct authority.

Leverage worker advocacy to develop attain and drive natural engagement.

By learning Oktopost’s LinkedIn and content material technique, B2B entrepreneurs may be impressed by an engagement-focused strategy that delivers measurable outcomes.

Whether or not by way of LinkedIn carousels, gated content material, or interactive polls, discovering the precise stability ensures a high-impact advertising and marketing technique.