Create the Platform-Native Content Your Audience Doesn't Know It Wants
Updated: Mar 7
In today's digital landscape, it is no longer sufficient to develop content that is solely optimized for search engines. The way we consume content is changing. We increasingly access news and information through social media platforms that are driven by attention algorithms. Consequently, creating content that resonates with the intended audience has become increasingly important. If you do this well then the algorithm will deliver your content to interested individuals, if not it will fade from view.
This article explores the importance of audience-centric content creation or 'creating the content your audience wants, they just don't know it yet'. We also provide illustrations on how content can be optimized for LinkedIn, Instagram and Twitter, in line with the respective algorithms of each platform and look at what this means for B2B content marketing.
The Importance of Creating Content for Your Audience
As attention algorithms have become more prevalent, the way people consume content has shifted. Rather than searching for content, many people are now served content based on their browsing history and interests. This means that it's more important than ever to create content that resonates with your audience and captures their attention.
When you create content that your audience wants to see, you not only increase the chances of your content being seen, but you also build trust and credibility with your audience. By providing valuable and engaging content, you show your audience that you understand their needs and are committed to providing them with the information they want.
Optimizing Content for LinkedIn
LinkedIn is a powerful platform for B2B content marketing. It's a place where professionals come to network, learn, and share knowledge. To optimize your content for LinkedIn, it's important to understand the platform's algorithm.
LinkedIn's algorithm favors content that is relevant, valuable, and engaging. To ensure that your content is optimized for LinkedIn, you should:
Focus on your headline: Your headline is the first thing people see, so make sure it's attention-grabbing and relevant to your audience.
Use visuals: LinkedIn's algorithm favors posts with visuals, so be sure to include relevant images or videos.
Create long-form content: LinkedIn's algorithm favors long-form content that provides value to the reader. This means you should focus on creating content that is informative, educational, and engaging.
Get personal: LinkedIn's algorithm heavily favors individual posts rather than those of companies. Getting your employees to interact and post on LinkedIn can increase your reach. Company posts do better when they feature and highlight individual successes. For example, to promote a report focus on the team who put it together and their expertise.
Optimizing Content for Instagram
Instagram is another powerful platform for B2B content marketing, particularly for companies that want to showcase their products or services visually. To optimize your content for Instagram, it's important to understand the platform's algorithm.
Instagram's algorithm favors content that is visually appealing, engaging, and relevant to the user. To ensure that your content is optimized for Instagram, you should:
Use high-quality visuals: Instagram is a visual platform, so make sure your images or videos are of high quality and visually appealing.
Use hashtags: Hashtags help your content get discovered by users who are interested in your niche. Use relevant hashtags that describe your content.
Post regularly: Instagram's algorithm favors accounts that post regularly, so make sure you are posting consistently.
Optimizing Content for Twitter Twitter is a valuable platform for B2B content marketing, with its concise format and real-time conversations. To optimize content for Twitter, understanding the platform's algorithm is crucial.
Twitter's algorithm values content that is timely, relevant, and engaging. Hence, to optimize content for Twitter, it is necessary to focus on creating attention-grabbing headlines and concise messaging. Including relevant hashtags that describe the content is also critical, as it enhances the discoverability of the content. Furthermore, creating visual content such as infographics, images, and videos can increase engagement and attract more views.
When you post matters as well. Research shows that posting during peak hours and on weekdays can increase visibility and engagement.
What this means for B2B Content Marketing In B2B content marketing, optimizing content for each platform's algorithm is essential if that content is going to reach the intended audience effectively. This has two parts. The first is optimizing the content for the platform. The second is making sure that the content you create resonates with the intended audience. The types of content that a person will click on on LinkedIn is very different to what they will engage with on Instagram, Those platforms serve different purposes. Organizations that do this well can enhance brand awareness, engagement, and ultimately, drive more conversions.
To optimize content for social media platforms such as Twitter, LinkedIn, and Instagram, it is essential to focus on creating attention-grabbing headlines, incorporating relevant visuals, and using appropriate hashtags.
By following these strategies, B2B organizations can effectively tailor their content to the intended audience and achieve their marketing goals.