How to Build a B2B Social Content Calendar

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How to Build a B2B Social Content Calendar

Hana AbazaVP Marketing, Uberflip@hanaabaza

Michael PattersonDigital Marketing, Sprout Social@MPatterson22


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Overview

Why You Need to Share Content on Social•

The Benefits of a Social Content Calendar•

5 Steps to Build Your Own Unique Workflow•

Using Tools to Schedule Months of Content•

Q & A

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To Increase Following

Share content to boost your

reach and increase the

exposure you need to grow a

bigger social following.

Why You Need to Post Rich Content to Social

To Boost Engagement

Engagement is important to

increase your loyal following,

even for B2B companies.

Posts facilitate interactions.

To Generate Leads

A good deal of B2B companies

have longer marketing/sales

cycles, so leads become more

important than one-off sales.

To Establish Leadership

Posting original, thought-

provoking content will set

your brand apart from

others in your industry.

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Saving Time

Creating and scheduling

multiple social posts

simultaneously can help save

hours of time on social.

The Benefits of a Social Content Calendar

Planning Campaigns

Social media messages can

spark conversations with

fans and followers, building

deeper relationships.

Crafting Timely Content

You can use social media

to share links to gated

content in order to drive

new leads.

Maintaining Sanity

Posting original, thought-

provoking content will set

you apart from others in

your industry.

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To Save Time

That’s 2 hours a day crafting content

x 10 minutes per social post

12 social posts

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Planning Campaigns

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Crafting Timely Content

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Maintaining Your Sanity

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5 Steps to Build Your Own Unique Workflow

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1. Establish a Posting Cadence

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How often should you post?

• Post ____ times to Facebook.

• Post ____ times to Twitter.

• Post ____ times to Instagram.

• Post ____ times to LinkedIn.

• Post ____ times to Google+.Via SumAll & Buffer

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Post Quality

If you’re sharing quality,

though-provoking content

you can get away with

sharing more often.

Cadence Considerations

Your Industry

If you find the days you

post more frequently lead

to less engagement,

consider scaling back.

Post Engagement

Certain industries, such

as tech or retail, have

audiences that are more

active on social media.

Annoyance Level

Be mindful of what and

how often you share.

Would you follow yourself

on social media?

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2. Figure Out Which Networks Work

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• Presentation Title

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• Presentation Title

Digging Out Your Data

3. Figure Out What Content Resonates

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Access Your Post History

• Use Facebook’s Page Insights

• Use Twitter’s Analytics Page

• Use Sprout’s Social Media Reporting

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Study Your Past Message Performance

Sprout Social Twitter Analytics

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Links

Links to articles or blog

posts created by your

company or an adjacent

source.

Figure Out What Post Types Perform Well

Photos

According to Twitter,

photos receive an average

35% boost in Retweets.

Videos

The same study shows

videos receive an average

of 28% boost in Retweets.

Text-Based Posts

Your run-of-the-mill social

media statuses comprised

of only text.

Offers

Any sort of contest or

giveaway offering your

followers a chance to win.

Gifs

More networks are creating

functionality to share gifs in

your feed.

Quotes

Inspirational quotes from

famous figures or those

that you work with.

Hashtags

Whether they’re trending

hashtags or hashtags

you’ve created in-house.

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Mentions & Replies

Messages mentioning others

or directed right to those

who have messaged you.

Figure Out What Content Performs Well

Company Updates

Updates from your

company, whether that’s a

new feature or press

release.

Blog Posts

Articles that you’ve written

or that you’ve found on

relevant sites.

eBooks & Webinars

Content that invites your

users to download your

latest eBooks or webinars.

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Figure Out Which Topics Perform Well

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4. Source Quality Content at Scale

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Internal Sources

• 1. Your company’s blog.

• 2. User-Generated Content.

• 3. eBooks, Webinars and other

resources.

• 4. Product announcements and updates.

• 5. Fresh imagery from your design team.

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Use an Image Editor

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Canva

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Adobe Spark

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Sprout & Adobe Integration

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We had fun with the new integration…

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Feedly

• 1. Create topics based on each of your

interests.

• 2. Follow thought-leaders in each

specific space.

• 3. Content is automatically streamed to

your Feedly page.

• 4. Share content you think your

following will enjoy.

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Buzzsumo

• 1. Type in a topic or domain relevant

to the content you’d like to share.

• 2. Buzzsumo returns the most socially

shared content given your selected

timeframe.

• 3. Start collecting links to content

you’d like to share.

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1. You know how frequently to post content.2. You know which networks you should maintain.3. You know what kind of content to post.4. You know where to source content to keep up.

Up to This Point…

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5. Start Filling Out Your Calendar

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1. Calendar Tools

Create recurring events in

your calendar of choice to

remind you when it’s time

to post pre-made content.

Start Filling Your Content Calendar

2. Templates

Build an Excel doc or

Google Sheet and use it to

store your upcoming social

media posts.

3. Workflow Tools

Workflow tools make it

easy to create and track

events with detailed

information.

4. Social Media Tools

Social tools let you create,

store and schedule your

messages to automatically

post to networks.

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• Google Calendar, iCalendar

• Advantages: easy to access,

collaborative, new calendars

for each profile, free.

• Disadvantages: difficult to

scale, tedious to manage, still

need to manually post.

1. Calendar Tools

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• Hubpost Social Calendar

Template

• Advantages: easy to master,

collaborative, granular,

inclusive advice, campaign info

and free.

• Disadvantages: not as easy to

scale, still need to manually

post content.

2. Social Calendar Templates

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• Trello, Basecamp, Slack, Asana

• Advantages: add much more

information, tag teammates,

calendar views, easy workflows, roll

up into all project management and

mostly free.

• Disadvantages: still need to

manually post content, sometimes

costs.

3. Workflow Tools

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• Facebook, Twitter.

• Advantages: directly with the

networks, free.

• Disadvantages: not as easy to

scale, not all network

availability, logging in and out

of networks.

4. Native Social Networks

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• Sprout is one!

• Advantages: schedule to post

directly to multiple networks

and profiles, optimized timing

tagging, calendar views and

reporting.

• Disadvantages: cost, a bit

more of a learning curve.

5. Social Media Management Tools

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QUESTION TIME!

Michael PattersonDigital Marketing Specialist, Sprout Social

@MPatterson22

hub.uberflip.com

Hana AbazaVP Marketing, Uberflip

@hanaabaza