Podcast 71: how to write B2B social media content

Social media best practice changes annoyingly fast – so we asked expert Kate Stoodley for some guiding principles.

Subscribe on iTunes. Grab the RSS feed. Download it. And now follow on Spotify


Ah, social media. Everyone’s doing it, but – in B2B marketing, at least – it seems there are still precious few brands doing it very well.

From a copywriting point of view, social is too often an afterthought. Instead of a nuanced, two-way conversation, pre-created content gets blasted out to anyone who wants to read it, in a post desperate to attract any kind of engagement from the widest possible audience.

In this episode of Good Copy, Bad Copy: the B2B Copywriting Podcast, social media expert Kate Stoodley of New York-based Comment Ground explains why that’s precisely the wrong approach.

Where social ends, and content begins

Give the episode a listen, and you’ll hear Kate tell us:

  • Why, just because you can put content on social, doesn’t mean you should
  • How to decide what to publish on LinkedIn, and what goes on your blog
  • Where Facebook and Instagram fit into the B2B mix
  • The hallmarks of great B2B social content
  • The case for going beyond your competitors, and putting a point of view

How to keep up with social media change

We’re not going to lie; we were pretty relieved when Kate admitted that even social media gurus struggle to keep on top of all the changing formats and specifications. Here are the resources she recommended:

Name that chair

Here’s the awesome new/old Eames chair Fiona was talking about in this episode:

Our lovely new old Eames chair

To name it, drop us a line to podcast@radix-communications.com, or tweet us using the hashtag #NameThatChair.

(Thanks to our lovely new account manager Phil for the badass photo skills.)

Add your voice to the podcast

We always love getting your comments, questions and ideas. Contact us through @radixcom on Twitter or podcast@radix-communications.com (you can even email us a voice memo, if you like).

How to listen

 

Credits

Podcast editing and music by Bang and Smash

Make your writing more effective

Get copywriting tips and advice — direct to your inbox every month: