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When working with B2B and thinks about how to create a digital presence you need to re-think how and where to involve your target group. Go from publish content on social media to aggregate user generated content. Respond to conversations and needs that are identified by listening in to the conversation online. The conversation online is a source for innovation thinking. Find the white spots before your competitors.
Don´t create containers for content. Instead focus on creating relevant content and give it feats so it can travel the internet in it´s own. Get viral.