In my opinion the biggest change in B2B Content Marketing during 2017 has been provided by LinkedIn. Some of you may think that I am referring to the global rollout of video on the platform in August. That definitely had some impact but far more impactful in my mind has been use of the 1300 character LinkedIn status update. This is now being used as a platform for stoytelling. To find out more about how to deliver storytelling on LinkedIn read this post, LinkedIn Storytelling: How to Tell Stories on LinkedIn.
Biggest Change in B2B Content Marketing During 2017
Some of you may be thinking, Why is this so significant? Storytelling is not new. Well, I will explain. Many B2B companies have a similar value propositions to their competitors. They are chasing the same prospects and making similar claims. A few years ago being active in Content Marketing was a differentiator and would lead to success. Now everyone is Content Marketing including all of your competitors. However, not everyone has team members who can tell stories on LinkedIn and attract attention for your company while building a rapport with new prospects.
Very few of my personal contacts on LinkedIn are using storytelling status updates. Those companies that do use this approach are experiencing the following; increased profile views, increased number of connection requests, new followers of Company page, new enquiries and new clients. This has been my personal experience. Value added content is still important but those engaged in LinkedIn storytelling are reaping great rewards.
Have you started storytelling on LinkedIn? Do you have a different Biggest Change in 2017? Let me know in the comments section below.
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This is blog post post number 437.