B2B Paid Content Distribution: Facebook vs. LinkedIn

B2B Paid Content Distribution: Facebook vs. LinkedIn

B2B Paid Content Distribution: Facebook vs. LinkedIn. At one point, I explained that experimenting with paid Facebook distribution could be a cost-efficient way to grow its target audience. “We don’t think anyone’s looking for our content on Facebook. We only want to use LinkedIn.” I hear this response meeting after meeting. LinkedIn has incredible ad targeting for B2B brands. But B2B marketers don’t eschew other social networks just because they love the targeting LinkedIn provides. They also believe users won’t be interested in work-related content on other social networks—particularly Facebook. Our strategy team runs content analysis for hundreds of niche B2B marketing topics each month, and consistently, we see that people love to share work-related content on Facebook. Think about the people you engage with most on Facebook. While LinkedIn only accounts for about 2.5 percent of social shares of all content, it still drives at least 25 percent or more of shares for content focused on B2B topics.

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A couple of weeks ago, I was sitting down with a prospective client from a large financial institution, trying to help the marketing team craft its 2017 content strategy. At one point, I explained that experimenting with paid Facebook distribution could be a cost-efficient way to grow its target audience.

Oh, we’re B2B,” someone said. “We don’t think anyone’s looking for our content on Facebook. We only want to use LinkedIn.”

I hear this response meeting after meeting. I get the instinct to assume LinkedIn is the only worthwhile place to pay for content distribution if you’re a B2B company. LinkedIn has incredible ad targeting for B2B brands. When you’re selling a very specific product (say, enterprise content marketing software) to a very specific buyer, it’s incredibly useful to be able to target someone by job title, location, and company. On any other social network, it’s a crapshoot that people will accurately provide that information. On LinkedIn, it’s pretty much required. If I want to target the CMO of Pepsi with an e-book, LinkedIn is the first place I go.

But B2B marketers don’t eschew other social networks just because they love the targeting LinkedIn provides. They also believe users won’t be interested in work-related content on other social networks—particularly Facebook.

From all the data I’ve seen, the idea that people don’t care about B2B content on Facebook is a myth. Our strategy team runs content analysis for hundreds of niche B2B marketing topics each month, and consistently, we see that people love to share work-related content on Facebook. For topics ranging from demand generation marketing to logistics, Facebook accounts for the majority of shares for specialized B2B content.

B2B Paid Content Distribution
B2B Paid Content Distribution

This trend shouldn’t come as a surprise. Facebook accounts for over 40 percent of all…

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