The following tips are taken from “10 Ideas to Make Boring B2B Social Media Posts Captivating,” by Jeffrey L. Cohen.

Product marketing has been the driving force behind writing and advertising in social media for years, focusing on the features and qualities of your product to gain attention. Today, people primarily want to hear how they can fix their problems. By identifying your audience and what they need help with, you can begin to fashion your blogs to attract their attention and establish a connection with what they want to hear.

An easy step to draw attention to your material is using keywords and adjectives in your headline, as these are the words put into search engines and make your article attractive up front. To supplement these phrases, it is a good idea to use some kind of image that is either relevant to the topic of your post or is interesting enough to attract readers to the article itself, or even a video that captures attention and possibly conveys a story or point of view.

Increase your variety by trying out different formats for your blogs, varying the length and style of writing, and try to include subheadings to make it easier for readers to scan.

Within your blogs themselves, it is key to establish connections with your readers, and you can easily do this by avoiding talking only about your products and focusing instead on your customers, their problems, and how you’ll fix them. Try to include stories from the customers themselves for concrete details about the effectiveness of your services.

Always keep in mind the differences between search engines and social media. Think of headline length, how images will appear, and of course the captivation level of your posts when advertising on social media sites, and you will greatly help your content’s ability to be noticed and appreciated.

If you’re in healthcare, insurance, technology or other professional services industries, and need help with public relations, marketing or social media campaigns, contact Scott Public Relations.

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