How to create the best B2B social content (our proven method!)

At RedSprout, we spend hours coming up with ideas for content. Not just for clients, but for ourselves, too.

Good content takes careful consideration. Who’s the audience? What format is best? How long should it be? Where should it be posted?

It can be overwhelming to know where to start.

So, after loads of trial and error over the years, we came up with a model to follow that *almost* guarantees success.

You can apply it to blog posts, videos, social posts, email marketing: any type of digital content.

We call it the EERIE model. Don’t panic – it’s not as scary as it sounds.

It stands for:

  • Entertaining
  • Engaging
  • Relatable
  • Inspirational
  • Educational

We try to make sure our content hits at least three of the above criteria. That way, we know we’ve covered all the bases and included all the essential bits we need to be able to deliver top-notch content people will love.

Want to know how you can create EERIE content? Keep reading to find out.

Make it entertaining

You want to entertain your audience, but you want your brand to be taken seriously. It’s a tough juggle, especially in the B2B space, where you’re selling services, not tangible products.

The natural temptation is to start talking about yourself. But honestly? No one cares about your products, so creating that sort of stuff just will not work.

So, what does work? Well, the only reason people use social media is for entertainment. Disclaimer: entertainment does not just mean TikTok videos, so get that idea out your head! Entertainment can be anything from a clever animated video, an interesting article or simply reading someone’s thoughts – it’s all stuff that makes us smile, or sparks an emotion.

If you can add humour to your content, great – but be yourself. There’s no point trying too hard to be funny as your audience will just cringe. Be funny in a natural, human way. Reference what’s going on in pop culture (but you must be quick, as there’s nothing worse than a brand that’s a week late to using a meme). Poke fun at yourself, or your industry. And use playful language that makes your content fun to consume.

Make it engaging

Did you know the average person scrolls the equivalent of 300ft per day? We all need to get out more, clearly!

And with so much waffle all over social media, combined with our worryingly short attention spans, making content that keeps your audience engaged is becoming harder and harder.

One tip? Show don’t tell.

People remember visual information 65% longer than text, so, images/videos are your best friend, and you should include them wherever you can.

Here’s an example of engaging content from Semrush, the online tool used for keyword research and online ranking data.

It’s not selling anything. It doesn’t even mention their product, but it got almost 700 likes.

It’s engaging because it’s topical, relevant, funny and relatable to the target audience.

One of the 700 people who liked the post might not be looking to invest in a keyword research tool for their blog now, but they’ll definitely remember Semrush when they are in the future.

Take it one step further with video

Video content receives 1200% more engagement than an image or text post, so the chances of capturing your audience’s attention are much higher through a 2-minute video rather than through a lengthy text post.

You don’t even need a big studio with fancy cameras these days if you’ve got an iPhone and editing skills.

Studies show that 93% of businesses landed a new customer due to a video on social media, so clearly, it’s worth investing some time and money into, right?

Examples of the types of content you could create are tutorials, testimonials, perhaps a video about the product or service you offer?

Check out this video from Slack.

It’s a great example of video content that’s engaging and markets their product and the same time.

But, what makes it so good?

  • It’s funny and it’s essentially telling a story, keeping the viewer hooked.
  • It features the product and highlights the features and benefits without any sales tactics.
  • You can see how easily it integrates into the work-life of the team, allowing the viewer to imagine what it would be like to use it themselves.

Video can also be repurposed across platforms. Post the content in other places like your website homepage, landing page or email marketing.

Make it relatable

Let’s take it back to the beginning and look at who we’re talking to. What does your audience want to see? What are they searching for? What are their challenges?

What is it about the Linkedin influencer you follow or Blogger that keeps you coming back?

Chances are you find their content relatable to what’s going on in your world.

When you’re able to start creating content that your audience can trust and relate to, you’ll see your engagement levels rise.

 Thought leadership

Thought leadership content is what helps build your credibility as a source online.

It helps demonstrate your value in the hope that down the line when someone needs services like those you deliver, they’ll think of you.

This will be because they recognise you as an expert in your field, through your relatable, helpful, and thought-provoking content.

A study by LinkedIn showed that 58% of people read one or more hours of thought leadership per week!

If you’re on LinkedIn often, you know how much of this type of content is out there – there are miles to scroll through and you’ve probably lost a few years off your life in doing so.

But, how do you become an expert?

It goes without saying, you should be active on social media.

55% of people said they value thought leadership content online when considering hiring a company.

So, you should probably take it seriously if your main goal is to generate leads.

You should be engaging with your community and those in your sector, as well as commenting on industry news making sure your voice is being heard.

Prove that you’re an expert by speaking on specific issues relevant to your industry.

Is there anything going on in the news that relates to what you do?

Additionally, you can’t go wrong with sharing articles or tricks of the trade.

Just make sure what you’re producing is content that your audience *actually* wants to read.

That’s where your metrics come in.

Check your metrics

Getting to a point where the content you’re producing is something that people can relate to, is no small feat.

It requires an in-depth understanding of who your audience are as people.

You need to find out what drives them, what they’re interested in and what they want more of.

Basically, you want to connect with your readers on an emotional level.

First things first, check your metrics.

You’ll be able to find out which posts are getting the most views, clicks and shares.

This is the stuff that will tell you what your audience are like as people.

Keep it human though – you’re not a robot!

Make it inspirational

Inspirational content isn’t just posting a series of quotes from famous individuals. It’s about telling a story.

As humans, we love stories.

But storytelling may be harder to accomplish in the B2B space, although it can be really effective when done right.

50% of B2B buyers claim to be more likely to part with their money if they feel an emotional connection to a brand.

But as you know, it’s harder to emotionally engage prospects when you’re selling them a business solution than a tangible product.

Tell your story

Maybe you’re a start-up, which means you might not have a lot of client testimonials or case studies to draw upon for content.

Why not involve your employees in your story? After all, they’re the heart of your business.

Get them to share their experiences of what it’s like working for you and how the journey has been.

Inspiring content like this helps to humanise your business and make it easier for customers to connect with.

Stories behind why and how a business was founded are intriguing too – if you can do it so can others!

They can provide authentic narratives to draw from, you know, like Mark Zuckerberg starting Facebook in his dorm room.

In 1996 Bill Gates published his famous essay ‘Content is King’.

He highlighted the importance of delivering information to keep internet users informed and engaged and the ‘allure of educational content’.

He was right. People use the internet to learn and go online to find the answers to questions for everything these days.

Don’t lie, you’ve typed a question into google before, instead of looking it up in a book or asking someone else…

And you’ve definitely said the phrase ‘I don’t know… google it’

Solve the problem

If you can recognise a problem that your prospects might have, you can create educational content that sells solutions and persuades them to invest in you.

But, it doesn’t have to be boring.

Mixing educational content with entertainment can be a foolproof combination.

Even if your product or services aren’t needed at that point in time, if your educational content is interesting enough it will plant the seed for the future, similarly to the Semrush example we used earlier.

Basically, give away information for free. But not all of it.

Keep people coming back for more.

Creating E-guides, tutorials, or holding a webinar are all good ways to educate people while proving your value to them.

So, EERIE content… Are you scared yet?

As you can tell, content creation isn’t just a case of thoughtlessly posting a meme and hoping for the best, there’s a lot you need to consider.

If you want to create AMAZING content, that is.

So next time you’re trying to come up with creative social content, think to yourself… is it EERIE?

Still struggling to create content that works?

Get in touch to see how we can help you create EERIE content people will love.

Fancy a chat?

If you’re looking for a fresh approach to your B2B marketing, give us a ring. Or an email. Or a LinkedIn message. Or a carrier pigeon. Anything but a zoom call.