|As we approach the end of 2023, we’re reflecting on what’s been our most successful year in business yet, but also a very interesting one for B2B marketing communications in general, particularly when it comes to social media.
The Content Marketing Institute’s 14th annual ‘B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2024’ research reflects what we have also found which is that, in the post-pandemic era, LinkedIn is growing in importance in terms of B2B audience reach and engagement with users being much more active and new company page features (such as the ability to follow others, receive inbox messages and publish newsletters as a company), allowing brands to do more than just broadcast. Meanwhile, Facebook and X (formerly Twitter) are declining in relevance and impact as B2B channels due to the increasingly monetised nature of the platforms/algorithms making them more consumer-focused and harder to gain traction on for more professional content.
It will be interesting to see what 2024 brings with the growth of AI and other new platforms. In the meantime, here are our key highlights and insights from 2023 which will hopefully not only give you an idea of what we’ve been up to and what we can offer, but also some food for thought for your B2B marketing communications strategy for next year: