Word of mouth will always be the best form of marketing for any business. In B2C marketing this means prioritizing reviews, shareable content, and influencer marketing. A similar strategy in B2B marketing means leveraging case studies, testimonials, and an employee-generated content program.
While consumer brands are selling a tangible product, B2B companies are often asking a potential client to make a heavier investment, so proving trust and reliability are even more important. Utilizing your team and encouraging the generation of content can be a great way of doing this.
Much like user-generated content, this content is created by employees of your company. This can vary from a variety of different mediums, not all of which will work for your brand. Your content strategy should be refined based on what works for your audience and your team. For some, a podcast and social posts may be the best way to connect, while others may rely on blogs and video content.
For the CID team, blog, and social media content works wonders! However, we have also experimented with video content like our 2024 Wes Anderson inspired video, “A Special Look Inside CID” or our latest podcast, “That’s Notable.”. While our podcast helps prove our expertise, “A Special Look Inside CID” helps showcase our team’s creativity!
There are numerous types of content that can help reach your content marketing goals.
Employee-generated content (EGC) can be utilized not only to create content for your brand overall but also to help prove expertise, authenticity, and reliability. In a world where endless options are vying for their attention, a prospect’s decision to commit to you as a business partner or to rely on your software or services can come down to whether or not they feel they are choosing the right team to work with. This is where an EGC program can be a game changer.
While it may take a little time to bolster engagement or build some initial momentum, employee-generated content programs can become an ongoing source of brand content that can benefit B2B brands in a variety of ways, including:
“In a world where endless options are vying for their attention, a prospect’s decision to commit to you as a business partner or to rely on your software or services can come down to whether or not they feel they are choosing the right team to work with. This is where an EGC program can be a game changer.”
EGC can come in a variety forms, however the best way to ensure they are seen by your ideal audience is to promote them on social media. Whether it is LinkedIn, Facebook, Instagram, or any other platform, it is not only important to share your content, but encourage your employees to share it as well.
Choosing the type of content you want to create can be a trial and error process, however there are some tried-and-true concepts that we recommend starting with. This includes:
Whether it is a reel or showcase of your work, introductions to your team, or something more creative, video content is always a great opportunity. This content is also very shareable on various platforms like YouTube, Facebook, and Instagram, making it a robust piece of content that can be worth the effort it takes to create. With the help of high-quality cameras, simplified editing software, and improved in-platform tools, it has never been easier to create video content!
Examples:
When proving your credibility, there are plenty of opportunities to leverage your employees. Podcasts are a great opportunity to allow your experts to flaunt their knowledge and prove to potential clients that your team knows what they’re talking about. Whether your podcast’s theme is vague to allow for broader conversations, or if it’s very specific, it may be worth some experimentation.
Examples:
Tip from CID!
While podcasts are great opportunities to establish your team’s expertise and get in front of a wider audience, it also requires a lot of strategic planning! We recommend not launching any podcast content without a plan and timeline for at least your first 3 episodes, as well as a plan for a consistent schedule for at least 6-12 months!
Case studies and eGuides of all kinds are the bread and butter of B2B marketing. By utilizing current client work and the expertise of your employees, you can both showcase your best work and the quality of your team. These can then be utilized on social media through both organic and paid efforts.
Examples:
Case studies also allow for you to capitalize on the improved SEO from utilizing branded keywords from your most impressive clientele.
One of the easiest types of EGC to create is blog content (just like this one!) This content can easily be generated based on a simple content calendar, allowing employees from different teams to share their knowledge through written content. This content can then be easily shared on social media like LinkedIn, or summarized through organic social posts like multi-image posts or stories/reels.
Examples:
This is a great opportunity to show potential clients or employees how you work! Showcase the expertise of your team through their interactions with your product or services, as well as their relationships with each other. These posts can vary across platforms like Instagram and LinkedIn.
Examples:
One of the best ways to utilize social media is to celebrate accomplishments. This can be on a wider company scale or celebrating an individual employee. These posts can involve photos and videos from company events, or more personal photos of current employees.
Examples:
Your employees may be an untapped generator of content that can help move your business forward. Employee-generated content isn't just a content marketing tactic—it's a strategic business asset. Utilize it to build your brand externally while strengthening culture internally. When your prospects can see and hear from the actual experts they'll be working with, you transform from being just another vendor into a trusted partner with real human expertise.
Are you interested in learning more about strategic social media marketing? Tell us how we can help!
Jade is a digital deep diver on our marketing & strategy team. She loves investigating possible issues and brainstorming solutions. When she isn't deep in spreadsheets, she's drinking far too much caffeine or having off-screen dance parties to her favorite Tik Toks.