Jeffrey L. Cohen
I am a B2B marketing strategist with both agency and client-side experience. Social media may be a buzzword or the latest fad at your B2B company, but it is something that I live and breathe every day. Whether it is advising B2B enterprise companies on their social media strategy or writing compelling B2B content for a leading industry blog, B2B social media is my passion.Read All Predictions>
The widening of the content gap
One of the things that I’ve seen in B2B companies is that the quality of content at the top is getting much, much better. The experienced companies—companies like General Electric and Sysco—many of these companies that are award-winning content creators, their content just continues to get better and better in quality, in connecting with customers and prospects, and really engaging and showing the kind of creativity that’s not often seen in a lot of B2B companies.
But at the same time as that content gets better, as many new companies come into social media marketing, content marketing—they just don’t quite get it. Things are too product-focused, things are not customer-centric enough, and so this gap between what’s considered good content or even excellent content is moving further and further away from what seems to be poor content. That just doesn’t do any good for them, because they’re just not creating content that connects with customers and prospects in any sort of meaningful way.