Gigopost's answer:
Today we’re the fastest and simplest way for teams to share company content. But let’s go back a bit…
Before launching Gigopost, the founder had dabbled in various startups and product releases. Mostly product launches but about 4 different exploratory projects and 3 bootstrapped startups with varying levels of success. Besides the strategies and intricacies involved with GTM, a common theme across all the launches was, content. More specifically the distribution of content. It was not easy. Typically the answer was…
“Let’s churn out content - create case studies, customer stories, webinars/ podcasts/ interviews, partnership announcements, awards & recognitions, insightful one-pagers, blog posts and email blasts.”
OK. Done! Great! Now what...
The traditional approach has always been, to push out content from our company accounts. Create safe content around the best practices. Share snapshots of the content and keep the good stuff gated behind the login page and lead gen forms. Keep the narrative consistent: Problem-Solution, Feature-Benefit and boost a few pieces of content by paid social budgets.
Fundamentally B2B content on social media and the strategy behind it has changed. Today successful content is from personal accounts (read: employee accounts). The type of content is bold, opinionated and in their authentic voice - not the voice of the company's brand. Content access is un-gated, native to specific platforms. The narratives are personal stories, anecdotes, learnings and insights from the front lines. Boosted for free, amongst personal networks, organically catalyzed by Gigopost resulting in likes and re-shares from the largest asset class in a company… the people who make the company. Your employees.
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