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HOW TO: Produce good social media content

Oscar Wilde might have just as well been talking about content marketing when he famously said, 'I have nothing to declare but my genius'. Whilst he was not exactly a B2B marketing specialist, he unwittingly summarised the new way of thinking in social media - it's not your product that matters, but your expertise.

But surely, as B2B marketers, we are in the business of providing products and services that meet a customer's need?

This remains largely true. But things have changed and it is increasingly recognised that the brand experience comprises more than just the product or service. If your brand is to prosper, it needs to be synonymous with expertise. If your customer believes you know what you are talking about, they will be more likely to turn to you for help in the form of your paid-for product or service.