I recently attended the webinar How to Master B2B Social Media Marketing with @KippBodnar and @JeffreyLCohen from Hubspot. Lots of great thought provoking information shared, including their “10-4-1” rule for social media posts in a B2B environment. This rule describes the number of times a business should promote their own content on social media platforms, in relationship to the number used from other sources.
This 10-4-1 rule was only a tiny portion of the webinar -- Kipp and Jeffrey covered lots of other valuable material. The webinar did not include, however, one of the most common questions businesses ask when venturing into the B2B social media arena -- where does one find worthy third-party articles?
When considering what businesses to use as your third-party content sources, it's best to start with trade articles from well respected publications in your field. You can also find share-worthy content about your industry from authoritative news sources like Forbes, NPR, or The Huffington Post Using these sources will help establish your brand as a trust-worthy social media voice within your chosen field or topic.
There are other - perhaps more interesting -- sources to fill that “10” quota which can dramatically increase your brand's social media reach and maybe even woo a potential customer.
The ROI for posting an article from Forbes or Huffington Post is the ability to establish your brand as an aggregator of valuable industry news-- which is very important. The ROI on posting something from a company that will actively engage with your brand in social media is the ability to grow reach. And to quote slide 24 from How to Master B2B Social Media Marketing, "Social Media is about Reach Building."
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