Scott Steinberg · Consultant, Futurist & Keynote Speaker
The world's top B2B social media influencers and content creators are clear that every distribution channel behaves differently, and a partnership that works on LinkedIn can land flat on video for reasons that have nothing to do with messaging. That's why it's vital to work with experienced thought leaders who can help you create programs that connect. A celebrity futurist keynote speaker and top B2B social media influencer who's worked with over 3000 brands, Scott Steinberg partners with firms in every field.
CContent creator and B2B social media influencer campaigns: AI, technology, SaaS, cloud, CRM, cybersecurity, IT, finance, healthcare, eCommerce, retail, banking, lending, insurance, fintech and more!
Each channel has its own audience behavior, format constraints and expectations. These are the ones where B2B brand deals and partnerships engage audiences.
The default B2B channel and the one where partnership content is most scrutinized, because the audience is professionally invested in the subject and quick to dismiss anything that reads as an ad.
B2B social media influencers brand deals and partnerships here work through substantive posts, document carousels and commentary on developments in your category.
Video that runs long enough to actually explain something suits B2B categories where the product is complex and the buyer needs to understand a concept before evaluating an option.
Formats include explainers, category walkthroughs, interview segments and hands-on assessments, produced for your channels or mine.
Short vertical video reaches professional audiences off-hours and in feeds that no longer distinguish between personal and work interest, which is why B2B brands keep finding buyers there.
The constraint is that a single idea has to land in seconds, so the content has to be built for the format rather than cut down from something longer.
Newsletters reach a subscribed audience directly, which makes them the one channel where distribution does not depend on a system deciding to show your content.
Global B2B social media influencers content and thought leadershop options include sponsored placements, guest contributions and co-produced editions, with the audience relationship treated carefully.
Audio gets attention during commutes and workouts that no other B2B channel reaches, and the format allows depth that a social post cannot.
Partnerships cover guesting on your show, hosting a series, appearing across relevant industry podcasts, and audio content produced for your own distribution.
Professional communities on messaging and forum platforms concentrate exactly the buyers many B2B brands want and are exactly where promotional content is least welcome.
Working here means genuine participation rather than placement, which is slower and produces credibility that advertising cannot buy.
Live formats create urgency and let an audience ask questions in real time, which builds trust faster than produced content because nothing is edited.
Covers live streams, audio rooms, keynote speaker talks, webinars, online virtual events, launch coverage and real-time commentary during industry moments.
B2B buyers rarely act on one encounter, and a name they meet on three channels registers differently from one they see once.
Coordinated programs sequence content across channels so each encounter builds rather than repeats, produced from shared source material to control cost.
Single-channel programs are simpler to run; multi-channel programs perform better because B2B buyers encounter a name several times before it registers.
Concentrated on one channel where your buyers already are, which keeps scope tight and results attributable.
Coordinated presence across several channels, which is how B2B recognition actually forms.
Ongoing activity rather than campaign bursts, since B2B buying cycles run longer than any campaign window.
Helping a brand establish on a channel it has not used, with an outside name carrying early credibility.
Scott Steinberg is a futurist keynote speaker, consulting expert and advisor with over 25 years of experience advising more than 3,000 businesses and brands, from startups to government agencies and Fortune 500 firms.
He is the author of over 30 books and has published more than five thousand articles covering technology, marketing, leadership, innovation, advertising and digital transformation. He appears regularly on ABC, CBS, CNN and NBC.
He has led seminars, keynotes and training programs for organizations including Wells Fargo, the PGA Tour, Century 21, Ford, Dell and Procter & Gamble, and has been recognized by the International Association for Scholastic Excellence, Fortune and the 21st Century Icon Awards.
The one your buyers actually use, which varies more by category than people expect. LinkedIn is the default and often right, but technical audiences frequently live in communities and long-form video, and newsletters reach subscribed readers without a system deciding whether to show your content.
More than most B2B marketers assume. Professional audiences use those feeds off-hours, and the systems behind them no longer separate work interest from personal interest. The requirement is building for the format rather than cutting down something longer, which is where most B2B attempts fail.
Because content built for a channel outperforms content adapted into it, consistently and by a wide margin. Deciding on the message and then choosing where to put it produces work that fits nowhere particularly well.
Several performs better, since B2B recognition forms through repeated encounters rather than one impression. Single-channel programs are simpler to run and easier to attribute, so they suit a first engagement before expanding.
Clearly on every piece, in the format each channel expects. Beyond compliance, undisclosed partnership discovered later damages the brand more than the content ever helped, and B2B audiences are unusually good at spotting it.
Tell me your category, which channels your buyers actually use and what the campaign needs to accomplish. Initial conversations about fit are without charge.
The most common mistake is deciding on content and then choosing where to put it. Your buyers concentrate somewhere specific, and building for that channel from the start produces better work than adapting into it afterward.