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Business to Business Key Findings: December 2012

Study Finds Good Content Fuels Effective Social Media Strategies for B2B Audiences

Study Finds Good Content Fuels Effective Social Media Strategies for B2B Audiences

In a study of analytics from more than 300 companies, Compendium found that effectively engaging B2B audiences requires marketers to tap the power of social media marketing by creating content that makes their business relevant and helpful. In addition, that content should be pollinated across multiple channels to get the most bang for your buck. For example, promoting a company’s blog(s) on social networks will boost ROI. Then, if it is truly helpful, followers are more likely to share your content with their followers, resulting in more exposure for you. The report also reminds B2B marketers that blog content is permanent while social content is not. So, for optimum effectiveness and efficiency, include all of your best content in blog posts. This will also boost SEO. (


  • Compared to 2011, nearly 50% more B2Bs now identify Social Media as having the most impact on lead generation. (
  • Blog articles that include infographics generate an average of 178% more inbound links and 72% more views than all other posts. (Hubspot)
  • The ideal social message length matters! 11-15 words up to 25 for Twitter and 16-25 or less for LinkedIn. (
  • 75.4% of the U.S. workforce will be mobile by 2013. (IDC)
  • The top goals of marketers using content marketing are: brand awareness (69%), customer acquisition (68%), lead generation (67%) and customer retention/loyalty (62%). (
  • Most marketers agree email is less effective as a silo – 47% say they will increase investment in email to drive the growth in social media channels. (

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