Think like a follower: how to create content that stops the scroll
Table of contents
In this episode, get tactical tips from Vania Degenhardt on content creation, platform strategy, employee advocacy, and crafting campaigns that truly perform
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Episode Summary
“Just remember that you are the social media expert… You were hired for this role for a reason.”
Social media managers, buckle up: this episode is packed with tactical takeaways, creative campaign inspo, and a healthy dose of real talk from someone who’s been in the trenches.
Vania Degenhardt (ex-Salesforce, ex-6sense, total social media powerhouse) joins us Behind the Post to take us deep into her content creation process from audience-first thinking to platform-specific strategy.
She breaks down how to craft content that resonates with multiple personas, shares the anatomy of a high-performing campaign (like an employee-driven pet costume contest that crushed engagement), and explains how to tailor content to fit each platform’s unique user experience.
We also get into why your employees are your secret weapon on social, how to inspire advocacy without forcing it, and yes, we go there on the “links in comments” debate.
And if you’ve ever had someone question your expertise just because they have a Facebook account, this one’s for you. Vania closes with a powerful reminder of your value as a social pro.
Hot Topics:
- How to create content for different personas, without burning out
- Why understanding platform UX is key to performance
- A behind-the-scenes look at an employee-driven campaign that crushed engagement
- When to actually put the link in the comments (and when not to)
- How to empower employee advocates without forcing them
Meet Vania
Vania Degenhardt is the Senior Brand & Social Media Strategist at Principal Financial Group and an expert in B2B social media and data-driven strategy.
Vania has led social at brands like Salesforce and 6sense, where she’s blended storytelling with analytics to build campaigns that drive real business results. From employee advocacy to community engagement, she knows how to turn social into a strategic growth engine.
She’s got a sharp eye for content, a deep understanding of what makes social work in B2B, and a real passion for turning followers into thriving communities.
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