02/07/2025 | ContentSocial Media
As a social media manager, one thing I hear time and again is that social media is only for the “fun” brands – and isn’t as effective for B2B or less “exciting” companies. In reality, any business can benefit from a social media presence with the right strategy in place.
Social media isn’t one size fits all – the platforms, tactics, trends, content and features you use should be shaped by your overall marketing strategy and target audience. It may not be your primary sales channel, but it can still play an important role.
When I ask clients why they aren’t active on social, the most common responses are “our business is too boring”, “we have nothing new to post about” or “no one cares!”. But the content is there – it just needs to be shared with the right people, in the right way.
I believe there’s no such thing as a boring brand or industry. There’s always something unique and interesting to highlight. Still not convinced? Here are seven content streams you can explore – no matter how “boring” your business may seem.
Your processes – what makes them unique
Customers are interested in how you do things – it’s useful and relevant to them. There’s a reason your business operates in a particular way, and those reasons add value. Shine a light on them.
I meet plenty of manufacturers, for example, who produce the same thing each day and assume no one is interested. But when I walk around their factory, I’m amazed: what does that machine do? Who taught those skills? How have they built that?
Share how you develop your operations – it shows you’re ahead in your industry. You don’t need to reveal trade secrets, but small glimpses can be eye-opening. Showing the processes behind a product or service builds trust in your quality and expertise.
Stories of customers and projects
A human touch matters in digital marketing – people want to know that others like them have had positive experiences. It helps build trust and gives insight into what it’s like to work with you.
People relate to stories, and it’s far easier to demonstrate your capabilities by showing, not just telling. Sharing stories of customers, partnerships or projects brings your brand to life. They reveal who you are and what it’s like to do business with you.
The experience and expertise of your team
Your team is your biggest asset. They make things happen and have a unique understanding of your business and its value. Sharing their experiences and expertise is a brilliant way to engage people online. Audiences enjoy hearing about others’ roles and experiences – it provides a genuine insight into your world.
Tips, how-to guides, demos and expert opinions from your team create useful, distinctive content that connects with your audience and can’t be replicated by competitors.
Opinions and industry conversations
Staying on top of the latest topics and conversations in your industry is a good way to create content that positions you as a leader and specialist. If people are already discussing these topics online, join in to build awareness of your brand.
Be selective about the discussions you contribute to. Don’t jump in just for engagement – make sure you have something genuine and useful to say, and always stick to your values. Reacting to every trending topic can harm your credibility – a well-researched, insightful viewpoint builds your reputation as a trusted authority.
The ethics and values you stand by
Over the past decade, more people have started considering a business’s ethical practices before choosing to buy from them. Customers want to understand the purpose and impact of a business, and how its practices align with their own values.
Sharing content that shows your ethics and values in action is a great way to connect with like-minded customers and partners. Sustainability and compliance might seem routine to you, but they matter to potential clients.
Demonstrate your principles without lecturing. Show your values in practice – share photos from a tree planting day, highlight your recycling partner in a short video or create an interactive PDF explaining your carbon offsetting scheme.
Above all, be honest and accurate with purpose-driven content. If you’re working towards improvement in a certain area, be transparent and share your progress. People appreciate seeing the ethics behind a brand, but they don’t want to feel it’s inauthentic or preachy.
Behind the scenes glimpses
We’re all curious – it’s human nature. Showing the usually unseen details of your business gives people context and a greater understanding of your capabilities and expertise.
Capturing images and videos of your team at work is a great way to show you’re busy being great at what you do. Work in progress and behind the scenes content builds intrigue and offers a chance to connect with customers and partners online.
The culture of your team
When planning your business’s social media activity, remember these platforms are designed for social interaction. Both algorithms and users prefer peer-to-peer engagement and people-focused content.
There’s a place for marketing your products and services, but if that’s all you share, people will quickly lose interest. Bring your culture to life – training milestones, promotions, anniversaries, team building, charity fundraising – these all make excellent social posts.
Sharing your company culture helps with algorithms, and it’s increasingly important to buyers. The 2024 Superpowers Index, conducted by B2B International and Dentsu B2B, found that being “known as a good employer” was the second most important factor in B2B buying decisions. Buyers want evidence that the businesses they work with treat employees fairly and with integrity.
Every business has untapped culture-based content – sharing it benefits your brand’s awareness and perception among potential customers, employees and partners.
Start with a clear strategy
If you want to make social media work for your business but aren’t sure where to begin, a tailored social media strategy is the best place to start. We’ll help you identify the right platforms, content streams and tactics to reach your audience and achieve your goals.
Ready to move beyond “boring” social content? Get your social media strategy and start building a presence that delivers results for your business.