Have a presence on every single platform and post multiple times a day to grow your business 👀
It’s advice we’ve heard time and time again, but the reality for most businesses is that it’s nearly impossible to do.
You could jump on every platform that pops up, and share everything you create, but it’s not a sustainable or smart solution. Plus, it’s very probable that it won’t grow your business in the way you want. It’s like trying to drive without a destination in mind, you might get somewhere, but it won’t be where you intended.
Ultimately, creating and sharing content using a shotgun approach not only dilutes your messaging but it’s a surefire way to create content burnout🤯.
So, where should you be posting?
We’re going to flip that question on its head…
In this article, we’re proposing that before you ever think about where you should be posting as a B2B business, you must first ask yourself what you’re trying to say and then create a plan from there.
Why your messaging matters
Before deciding where to post, you must establish one critical foundation: your key messaging.
A clear, concise, and impactful message serves as the backbone of all your content. It ensures your efforts resonate with your audience and align with their needs, behaviours, and expectations.
Your message is more than just what you say, it’s how you position your brand, showcase your expertise, and connect with your audience on a meaningful level. It should address their pain points, offer solutions, and inspire trust.
Once your messaging is clear, it becomes easier to determine which platforms and content types will amplify your voice most effectively.
Step 1: Define your message (the foundation)
Before worrying about where to post, you need to focus on what to say.
Your key message is the foundation of your content strategy – a guiding light, that helps you stay consistent and resonant with your audience across platforms.
The trouble is, it’s not always easy to nail down exactly what it is that you want to say, but here is how to help clarify it:
- Define the belief you want to instil in your audience: What core idea should they associate with your business?
- Pinpoint their problem: What’s holding them back, and what misconceptions do they have?
- Show them how you can help: Craft a solution that speaks directly to their needs.
Once you’ve nailed down these answers, the platforms you choose will naturally support your message rather than dictate it.
Still not 100% sure how this would look in action?
Here is an example using Jammy Digital and how we figured out our core messaging:
Jammy Digital: Case Study
Core idea/key message: Founders must champion their business and can’t rely on the business brand alone to generate opportunities.
Customer problem: Many founders feel invisible or overwhelmed, mistakenly believing their business brand will naturally attract leads.
Solution: They need to become the face of their brand, sharing their expertise and building trust through their own voice.
How we can help: Create blog posts, videos, and social media content designed to teach, explain, and convince entrepreneurs why this approach works.
Ultimately, you are trying to distil your product or service into an overarching message that you can share across social platforms.
Step 2: Map Your Content To Audience Behaviour
With your message clear, it’s time to align your content types with your audience’s behaviour.
Different platforms attract different audiences and consumption habits. To succeed in B2B, it’s essential to figure out where your ideal customer is hanging out and tailor your content to match where and how your audience engages.
For example, if your target customer is a GenX, blue-collar tradesman, then TikTok might not make sense to start with, but LinkedIn, Facebook or even YouTube might work.
Use this guide below to figure out what type of content you should create, and where to post it based on your target audience’s consumption habits:
1. Google Searches: Blogs & SEO Content
Why it works: B2B audiences frequently turn to Google to research solutions, explore industry trends, or answer pressing questions.
What to create for B2B: Write informative blogs, how-to guides, and in-depth articles optimised for relevant keywords. This builds authority and helps your audience discover your brand organically.
2. Video Consumption: YouTube and Video Platforms
Why it works: Video content is engaging and allows for more detailed explanations, tutorials, and storytelling.
What to create for B2B: Launch a YouTube channel or leverage short-form platforms like TikTok. Focus on educational content, product demos, or case studies that address common industry challenges.
3. LinkedIn Activity: Thought Leadership and Networking Content
Why it works: LinkedIn is the hub for professionals seeking insights, trends, and peer engagement.
What to create for B2B: Share thought leadership articles, industry insights, and expert opinions. Engage directly with your audience by commenting on trending topics or hosting live Q&A sessions.
4. Instagram Engagement: Visual and Behind-the-Scenes Content
Why it works: While Instagram is more traditionally associated with B2C, B2B brands can use it to showcase company culture, share event highlights, or visually present complex ideas.
What to create B2B: Post infographics, behind-the-scenes content, team highlights, or live event coverage. This humanises your brand and builds trust.
The goal is to not only deliver your message in a way that resonates and solves their problem but also in the place where your target audience is most likely to see it.
Long-term, you’ll use more than one of these platforms, and create a strategy for each, but in the short-term finding the first one that works for you and your audience is a good place to start.
Find out more about how to create a 90-day content plan here.
Be Realistic About Time And Platform Management
Trying to be everywhere at once?
When businesses decide to start posting on social platforms, it’s common for them to create an account for every single platform and start trying to post everywhere.
The problem is, that as we’ve shown above, each platform demands unique content to perform, and spreading yourself too thin will lead to burnout and inconsistent results.
Don’t try to do it all at once!
Creating long-form content and posting tailored content across all social platforms is a full-time job. It’s better to start small and build from there than try to do it all inconsistently and not gain any traction.
Once you’ve mapped out the type of content your audience is going to relate to, we recommend picking one organic channel (eg. blogs or YouTube) and creating a schedule that allows you to repurpose this content across a couple of social media platforms.
Repurposing is about so much more than taking one blog post or YouTube video and sharing the links on social, it’s about adapting the messaging to suit the platform and creating a style of content that resonates on that platform (more on this later).
Ps. Find a posting schedule that is realistic and manageable. Do not try to post 3 blogs a week, with daily social posts if you are not going to be able to keep it up.
Step 3: Test and refine your content strategy
No content strategy is perfect from the start, so you have to be prepared to test and refine as you go.
Run a 3-month experiment on one or two platforms to see what resonates with your audience. During this period, track key metrics such as engagement, leads, conversions, and even qualitative feedback from your audience.
Understanding how your audience interacts with your content will give you invaluable insights into what’s working and what isn’t.
Top tip
Don’t just focus on the numbers; look for patterns.
Are certain topics sparking more conversation?
Does a specific content format seem to perform better?
Use this data to refine your approach.
For example, if your audience is engaging heavily with short-form video, you might prioritise creating more of that content and optimising it further.
Be prepared to pivot if a platform isn’t delivering results. Sometimes, the unexpected can work to your advantage – you might discover an untapped audience on a lesser-used platform or find that a new type of content resonates more than you anticipated. Flexibility and a willingness to adapt are crucial to success during this phase.
And remember there is absolutely no law that says if you start on one platform you need to stay there forever. Of course, it is worth noting that consistency is key when it comes to growth which is why up-front research can help you pick the right option for you. But then, it’s all down to posting, testing and refining to figure out what is working (and what isn’t) about your posting strategy.
This isn’t a once-and-done approach, you’ll have to continually track and optimise your strategy over time to figure out what is best for your business.
Step 4: Scale your Content Strategy
At this point, you should not only know what is working, but you should also be generating leads and sales from the content you post, this is a clear signal that your strategy is effective and ready to expand.
Now, you can begin to scale across more platforms, tailoring your content to suit each one for maximum impact. When scaling, avoid the trap of simply reposting the same content on every platform, while it may seem efficient, it rarely delivers the best results.
As we’ve mentioned earlier, each platform has unique characteristics and audience expectations, so your content needs to be adapted to match.
The best way to scale is to build a streamlined workflow process for repurposing content.
Start with a foundational piece, like a blog or video, and extract key insights to create micro-content for social media. This ensures consistency in messaging while allowing you to reach a broader audience.
An example content schedule might look something like this if you have decided that long-form blog posts work well for your audience and that they are likely to be on Instagram or LinkedIn.
Weekly blog post ie. How much does hiring a content agency cost
LinkedIn post 1: A story-based case study about the ROI of a customer who hired your agency. You can compare costs to the business vs their return on investment. It’s a different way of highlighting the cost vs investment.
Instagram post 2: A carousel post, highlighting the main costs to consider when hiring a content agency
LinkedIn post 1: A carousel-based LinkedIn post showing what get when working with a content agency (ie. you)
Instagram post 2: A reel highlighting what the costs of working with a content agency are
By customising your content to each platform’s strengths, you maintain relevance and increase the likelihood of engagement.
A content repurposing example:
Not sure how this looks in practice?
Here is an example of how we repurposed a blog post across multiple platforms. Using the same core messaging, but adapting it to suit each audience.
YouTube:
All these pieces of content share the same message but each is tweaked to suit the platform. We could have just shared the links over a few different platforms, but it would not have worked the same or had the desired impact.
By pulling out the messaging and adapting it for the platform you help ensure it resonates with the platform and gets the engagement it deserves.
Finally, maintain your focus on quality over quantity. It’s better to execute well on a few platforms than to dilute your efforts by spreading yourself too thin. As you grow, keep monitoring metrics and audience feedback to refine and enhance your strategy.
Read more: 3 simple steps to scaling thought leadership content
Ready to create a content strategy that works for you?
It can be tempting to post on every single platform and try to be everywhere, all at once, but this isn’t a sustainable or very sensible approach. And, if you don’t really know what you are trying to say, you’re never going to grow your business in the way you want.
First, you need to clarify your message, then choose the platform that is going to resonate best with your ideal audience. Once you’ve done this, you can create a realistic plan for posting, and then test, refine, repurpose and scale to grow.
This is where an agency (such as Jammy) can come in. We not only help our clients understand what they are trying to say, but we help them stay consistent with their posting, and scale across the right platforms to reach more of their ideal customers.
If you’re struggling to define your message or choose the right platforms, reach out – we’ll help you create a strategy that works and stick to it.
