This particular client is in the financial industry, helping businesses to file research and development taxes, so that they’re able to continue innovating.
As their social media manager, I existed to bridge the gap between them and other businesses. I did this by taking to the most used social media platform for professionals - LinkedIn.
LinkedIn is unlike any other platform, in that its algorithm continues to put your content in front of people and businesses for an extensive amount of time. In order to benefit from this, I had to ensure that while I was engaging on the feed etc. I was also creating content that provided value to the viewer.
About the client
B2B content
These are some examples of the B2B content I created for this company’s LinkedIn to help them build trust, provide value and encourage people to visit the website.
Promotional
Sticking to the 80/20 content rule, I created promotional pieces that told the viewer exactly what the company did, and how they helped. These pieces were designed to look like ads in case the company wanted to promote them.
Informative
Informative content was mostly connected to the articles on the client website (which I authored as their content writer), and gave people easy to understand information regarding the subject matter.
Visual
After a significant amount of experimenting, I found out that this specific audience responded well to visually strong content. So I created that with strong, compelling captions that kept the audience engaged.
FAQs
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The skills I used in this project include:
Audience research
Competitor research
Social media strategising
Content planning
B2B content creation
SEO caption writing
Community management -
This is something I face frequently as a freelancer, and really it all comes down to organisational skills. I have a number of systems to keep me on track, meaning all tasks are completed in a timely manner, and clients are left feeling confident in my capabilities.
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B2B (business to business) content can often feel a lot more intense as you’re required to create content that speaks directly to businesses as well as people.
I’ve found that blending a professional tone with a unique point of view helps to bridge the gap and create content that works for a business.