Authority-building content that generates demand.

In B2B there are usually months between first contact and signature, and no single person makes the call. So instead of a sales target, give social media three jobs:

• Be remembered: Stay on the shortlist of companies a decision-maker thinks of when the need appears.
• Leave a trail of trust: When a prospect researches you, they should find months of regular, specific, expert content.
• Start conversations: Build connections that turn into comments, messages and face-to-face meetings at events.

LinkedIn at the center, other channels in support

LinkedIn is where decision-makers show up in their professional role, so put most of your plan there. YouTube works as a library for demos and training videos; X reaches technical people who follow industry news. For most B2B companies, Instagram and Facebook are a window onto hiring and culture, not sales channels.

Company page and employee profiles

On LinkedIn, people follow people more than companies. The company page is the official record, but most of the reach usually comes from the personal profiles of the founder and your sales and technical experts. Cover each topic on two layers: the company page publishes the case or announcement, and two or three experts tell the same story in their own words.

A content pillar is a core topic you keep coming back to throughout the month. Without pillars, every week starts from zero with “what should we post?” Five pillars cover most B2B companies:

Change the mix each month: events grow in a trade-show month, thought leadership leads in a quiet one. But every pillar should appear at least once a month; one unused for three months either isn't needed or has no owner inside.

What does thought leadership really mean?

Thought leadership isn't saying what everyone says, only more nicely. It's a view from the field that someone could disagree with. If nobody in the industry could reply “I disagree”, you are probably writing a generality.

• Collect the three questions customers ask you most often and write a separate post for each.
• Turn a warning your engineers keep repeating in meetings (“don't store this part in a damp room”) into a post.
• Push back on a widely accepted industry practice and explain your reasoning.
• Cite the source for any number you share; if you don't have a source, leave the number out.

The case study is B2B's strongest content, because it replaces a claim with evidence. Yet many companies produce one PDF a year and stop. A single project can feed a month of posts.

1. 1

   Get permission at the start

   When the project kicks off, agree with the client whether their name can appear in content. If not, anonymize the case by industry, region and size: “a mid-sized food producer in the Midlands.”

2. 2

   Problem, approach, result

   Write every case around three questions: What was the client struggling with, what did you do, and what changed? Make the result measurable, but only use figures the client has approved.

3. 3

   Get five pieces from one case

   The main case post; an expert post on the technical detail; a photo or short video from the site; a first-person post from a project team member; a “common mistake” post drawn from the case.

4. 4

   Hand it to sales

   Send the link to sales for proposal emails and meeting follow-ups. The post does a second job in the sales conversation.

In B2B, a pace you can sustain beats a high tempo. Three LinkedIn posts a week is a starting point most companies can keep up for a long time; one or two posts a week is enough on other channels. Build the month by spreading pillars across the week: for example, thought leadership on Monday, a solution or case on Wednesday, culture and hiring on Thursday.

Decision-makers tend to check LinkedIn at the start of the day, over lunch or at the end of it. Test different times in the first month and keep the ones that got more engagement.

Trade shows and events

Trade shows are the busy peaks of the B2B year. Don't reduce social media to a “visit our booth” post on the day; split each event into three phases:

List the year's events (trade shows, seminars, webinars, dealer meetings, launches) in January and build each month around that list, so pre-show content and approvals don't get squeezed into the final week.

In a corporate setting, writing a post takes an hour and getting it approved can take a week. The problem is rarely slow approvers; it's an unclear process: nobody has written down who checks what, by when, and which topics need no sign-off.

• Define the approval layers: An expert checks technical accuracy, marketing checks the brand voice, legal checks contract and regulatory risk. Each person signs off only on their own area.
• Set deadlines: Give each approver a turnaround time, for example two working days, and agree in advance what happens when it runs out (a reminder, or escalation to a manager).
• List sensitive topics: Prices, competitor names, client names, certification and warranty wording, financial results. Posts touching these go to legal; posts that don't, skip it.
• Build a library of approved wording: Get your company description, product descriptions and warranty and certification sentences approved once, then reuse them verbatim.
• Approve the month in one go: Send the whole month's plan instead of single posts; approvers see the context and decide faster.

In VonaHub this takes two steps. The drafter works with the Editor role; an Admin reviews pending posts on the Approvals screen. Stakeholders outside VonaHub, such as legal, get a client approval portal link: no account, optional PIN, and the month's posts in a LinkedIn phone preview to approve or send back.

In B2B, a comment is often the first sign of a buying process; someone asking a technical question is probably researching a solution. Write your response rules down:

• Reply to comments within the same working day and route technical questions to the expert who knows the subject.
• Don't answer price or quote questions in public; invite the person to a private message or a call with sales.
• Answer criticism with information, not defensiveness; if the thread drags on, move it to a one-to-one conversation.
• When handing a demo or meeting request to sales, note the person's name, company and question.
• Reply to people from competitors with the same courtesy; everyone reading sees your tone.

For candidate questions arriving on Instagram and Facebook, the VonaHub inbox helps: messages and comments land on one screen, conversations go to someone in HR, and questions like “how do I apply?” become saved replies.

With a long sales cycle, there is no honest answer to “how many sales did this post bring in?” A decision-maker can read your posts for months, then walk up to your booth; no dashboard ties that to one post. Measure qualified engagement instead.

No dashboard does the qualitative half for you; set aside an hour a month to read comments and messages. The numbers can live on one screen. Social media reporting compares a 7, 30 or 90-day period with the previous one across LinkedIn, Meta, X, YouTube and TikTok dashboards. The 90-day view suits B2B well, because it separates slow-moving trends from weekly noise.

• Posting only announcements: Awards and new offices teach the reader nothing. Add a takeaway to every announcement.
• Writing in jargon: Acronyms shut out procurement and finance. Explain any technical term once.
• Putting everything on the company page: Leaving your experts' personal profiles out of the plan means giving up most of your reach.
• Reinventing approval for every post: Without rules, every post lands on every desk.
• Going quiet after the show: The most valuable event content is what you learned, written afterwards. Most companies skip it.
• Making follower count the goal: It rewards content that attracts the wrong followers. Who follows you matters more than how many.

1. 1

   Week 1: profile and plan

   Check the brand profile card built from your website and correct the content pillars. Set up the monthly content plan at three posts a week, and move the default 19:00 weekday slot to suit your audience's working day.

2. 2

   Week 2: internal approval

   The Editor refines the drafts. An Admin approves posts that don't touch sensitive topics with “Approve and schedule” on the Approvals screen. The rest go to legal through the approval portal link; once approved, they are scheduled automatically.

3. 3

   Week 3: event and responses

   Add photos and videos from the floor to show-week posts. Answer questions the same day; pass demo requests to sales.

4. 4

   Week 4: measurement

   Compare the last 30 days with the previous period, review who commented on top posts, and adjust next month's pillar mix.