Less is more: B2B content for results

Olivia Messina and Addie Peters reveal how B2B brands can scale back on content and earn better results through employee advocacy.

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Episode summary

It’s a time of economic uncertainty– budgets are being cut, teams are getting smaller, and the cost of living is increasing, yet we’re still expected to see growth with fewer resources and spend.

If you’re currently facing this dilemma, you’ve come to the right place. In this episode, Olivia Messina and Addie Peters discuss why doing less can actually be more. The duo shares their experiment, which led to a 32% increase in engagements, all while scaling back on content.

In the second half of the show, Olivia and Addie discuss how you can earn more meaningful engagements, more reach, and customer engagement through employee advocacy. Your brand can’t go it alone–leveraging employee engagement can help you reach new heights your corporate channels could never achieve on their own! Tune in to learn why it’s more authentic than paid social and how one of our customers decreased their cost per click from $5 to $1 within the first 45 days of their program!

Hot topics:

How to decrease your cost per click with employee advocacy
What content to create when leveraging your employees on social media
Why cutting back on the volume of social posts can increase your engagement

Meet Addie

Adeline Peters is Oktopost’s Social Media Content Specialist. Passionate about creating engaging and intuitive content she is getting her hands dirty. Addie strategizes, delivers, and manages content across multiple social platforms. She crafts posts for Oktopost’s employee advocacy board and is always looking for what to share next.

Alongside this, she is an expert in creating content that evokes emotion and triggers a deep thought process.
When Addie isn’t writing posts or outlining strategies you can find her heading to a yoga class, baking, or filming Tik Toks.

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Frequently Asked Questions

How can B2B brands achieve growth and improve engagement with reduced marketing resources?

B2B brands can achieve significant growth and improve engagement by strategically leveraging employee advocacy and optimizing their content strategy. The episode highlights an experiment that resulted in a 32% increase in engagements by scaling back on content volume, proving that 'doing less' can lead to 'more' meaningful results, especially in times of economic uncertainty.

What are the key financial benefits of implementing an employee advocacy program for B2B marketing?

Implementing an employee advocacy program offers substantial financial benefits, primarily by reducing costly ad spend and increasing efficiency. One customer cited in the episode saw their cost per click decrease from $5 to $1 within just 45 days, demonstrating how employee advocacy can deliver more meaningful engagements and broader reach at a fraction of the cost of traditional paid social.

Why is employee advocacy considered more authentic and effective than traditional paid social for B2B brands?

Employee advocacy is inherently more authentic because it leverages the trusted voices of real individuals within an organization, rather than relying solely on corporate channels or paid advertisements. This personal connection fosters deeper credibility and engagement with target audiences, leading to more impactful interactions that corporate marketing efforts often struggle to replicate.

What type of content should B2B companies prioritize for successful employee advocacy initiatives?

For successful B2B employee advocacy, companies should prioritize creating engaging and intuitive content that evokes emotion and triggers deep thought. The focus should be on quality over quantity; by strategically crafting impactful content, brands can empower their employees to share messages that resonate, ultimately leading to higher engagement rates even with fewer total posts.

How does employee advocacy significantly increase B2B brand reach and customer engagement?

Employee advocacy dramatically expands a B2B brand's organic reach by tapping into the collective networks of its employees, far surpassing the limitations of corporate social media channels. This distributed sharing generates more meaningful customer engagement, as messages shared by individuals are often perceived as more relatable and trustworthy, fostering stronger connections and a broader audience.