Many think likes, shares and follower counts are vanity metrics. Some think content is there to fill up space on your website or social channels – but don’t be fooled! Social media and content are essential elements for amplifying stories and brand messages and driving business goals in a way traditional media coverage, on its own, cannot.
When strategically combined, content and social media can work together in Performance PR campaigns to have an even greater impact – here’s how.
1. Transform technical topics
Effective B2B tech content should simplify complex, technical topics and transform them into engaging, digestible pieces which resonate with your target audience.
Content supports and enhances the campaigns for Liberata, a company supplying business process services and software, and one that we’ve worked with historically.
Russell Faulkner, then Liberata’s Marketing and Propositions Manager, said: “The fact you have dedicated writers who can sit with one of our product specialists for half an hour and create a piece of content that captures the essence of what we do, using language that is easily understood, really makes a massive difference to us.”
It’s also worth considering how your audience consumes information – some may prefer reading a PDF at their own pace, while others are open to joining a 30-minute webinar during their lunch break. Offering content in diverse formats can help you reach broader segments of your audience.
Formats like whitepapers, technical blogs, expert webinars, research reports and eBooks can effectively convey key messages, educate, inform and dive deeper into topics.
For example, we are currently managing a social media campaign titled ‘Did You Know?’ for one of our clients, highlighting key product features through concise, engaging LinkedIn carousels. Feedback from the client’s sales team indicates that these posts frequently spark discussions with potential customers, demonstrating how a well-executed content strategy can have a direct influence on business outcomes.
2. Target audiences with precision
With the ability to target specific job titles, industries and interests, LinkedIn’s advanced targeting capabilities allow for creating highly-relevant and impactful sponsored posts. These can amplify media coverage to ensure it appears directly in front of key decision-makers, thereby helping your brand reach the right people, with the right message, at the right time.
At Whiteoaks, we’ve seen clients successfully promote research reports and eBooks on LinkedIn and X, turning posts into impressive download rates and high-quality leads.
Social media has the ability to elevate PR content from being read once into a story which takes a life of its own; it’s shared, engaged with and drives tangible results.
3. Establish credibility through thought leadership
By positioning your company and employees as industry experts, you can turn fleeting media mentions into long-term PR wins. In B2B tech, thought leadership is the building block of credibility and trust.
Social media – and especially LinkedIn – is the ideal platform to showcase your employees as credible voices, while also amplifying these efforts. Regularly sharing expert insights, case studies and innovations helps brands – either directly, or by association with their employees – establish themselves as thought leaders, driving awareness and unlocking new business opportunities. People have the power to build more personal connections than brands by sharing content, engaging with others’ posts and initiating meaningful conversations through direct messaging.
Driving results for B2B tech audiences
B2B tech audiences are discerning. They’re highly educated, data-driven and laser-focused on technical accuracy. Fluff simply won’t cut it. PR content must be sharp, detailed and packed with genuine value. Whitepapers, technical blogs, webinars and case studies can dive deep into industry challenges and deliver thought-provoking insights.
Measuring social media and content
Ultimately, what really counts is being able to measure the performance of your content and social media efforts within your PR campaign to understand its impact on your bottom line. Thankfully, social media platforms and their third-party integrations offer detailed metrics to allow you to assess success and also optimise and refine.
When campaigns are aligned with business goals and the right KPIs are set, you can benchmark your metrics against them and clearly demonstrate the ROI of your PR efforts.
If social media and content aren’t pulling their weight in your current PR campaigns, it’s time for a change. Get in touch with us today, and let’s discover how we can amplify your message and drive tangible results.
