For B2B, Your Best Social Media Content Might Be “Edutainment” – by Fred McMurray

The key to success in B2B social media is the development and sharing of content that will appeal to your target market. When we work with new B2B clients, we always have an in-depth discussion about content and these critical questions:

1. What type of original content do you already have? Articles, videos, radio show, infographics, presentations, photos, testimonials, whitepapers
2. What type of content will appeal to your target market?
3. What type of original (developed by you) content will be developed on an ongoing basis?
4. Who will be developing the content? A staff member, the owner, a group of people, Mediavine Marketing?
5. What other content can be used to supplement your original content?
6. How often will the original content be developed?
7. Where will the content be placed initially? The website, YouTube, a trade publication?
8. Where will the content be shared? LinkedIn, Facebook, Twitter, social bookmarking sites, etc.
9. Will others be able to share the content as well? In other words, is your website set up to allow comments and sharing of your content?

Once we have established the who, what, when, where and why of content, we inevitably start discussing the details of developing content. Many B2B companies really struggle with this, and understandably so. Most of us will not acquire legions of raving fans who are waiting breathlessly for our next product or announcement.

So, what do we B2B companies share out there? How about thinking in terms of “edutainment”?

We’ve adapted the term “edutainment” from the educational world, but we think it applies well to social media.  Edutainment is designed in order to keep people interested and engaged, and the goal is to provide some valuable knowledge to the target market by keeping them engaged with entertaining content. It doesn’t have to be hilarious and earth shattering, but it does need to be interesting and/or useful enough to encourage further exploration of your digital profiles and even an email opt-in or phone call. Articles/blog posts should have targeted and interesting titles, and the articles themselves need to be written in a more conversational, less “whitepaperish” tone. Videos, rather than the “salesly”, long and over-produced showcases of yesterday, should be shorter, authentic and address a “pain point” or offer a way to solve a problem. Think about showing your prospective clients what their success would look like if they work with you.  Help them visualize how they would achieve their goals with a short presentation or an infographic.

We have found from experience that edutainment may be the thing that keeps you in your prospects’ minds longer than anything else you have on your website.  What do you think about the idea of  using “edutainment” for B2B social media?


Fred McMurray is a champion of social media for B2B companies and the CTO of Mediavine Marketing, a social media marketing company in the Chicagoland area with clients all over the world. Fred is also an internet radio show host. His show, LLN Reports, interviews Not-for-Profits and local, national and international business leaders about the topics of the day.  Fred is the  co-founder of the Linked Local Network, which is a grassroots effort to distribute news, information, events  and content based on targeted geographic and topical areas through social media. Fred is an Entrepreneur, speaker and blogger on social media topics for small business. Fred has co-developed the Digital Dominance Index Methodology for measuring the growth of a digital/social media presence. In addition, he was an early adopter of LinkedIn in 2003 and has worked on developing models for the development and growth of social media communities. He continues advanced research on the development of syndication peer networks for small/mid-sized businesses and non-profits.