The document summarizes the key points from a webinar about building a B2B social content calendar. It discusses the benefits of sharing content on social media, including increasing reach, boosting engagement, generating leads, and establishing industry leadership. It then outlines a 5-step process for creating a social media content calendar: 1) establishing a posting cadence, 2) figuring out the best networks, 3) determining engaging content types, 4) sourcing quality content at scale, and 5) starting to fill out the content calendar using tools like Google Calendar, Excel templates, workflow tools, and social media management platforms. The webinar advocates for planning campaigns, crafting timely content, and maintaining sanity through an organized social

1. @uberflip#uberwebinar
How to Build a B2B Social
Content Calendar
Hana Abaza
VP Marketing, Uberflip
@hanaabaza
Michael Patterson
Digital Marketing, Sprout Social
@MPatterson22

2. @uberflip#uberwebinar
Join in on
WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar J)

3. @uberflip#uberwebinar
Stick Around For a Demo

4. #UBERWEBINAR
Overview
Why You Need to Share Content on Social
•
The Benefits of a Social Content Calendar
•
5 Steps to Build Your Own Unique Workflow
•
Using Tools to Schedule Months of Content
•
Q & A
&

5. To Increase Following
Share content to boost your
reach and increase the
exposure you need to grow a
bigger social following.
Why You Need to Post Rich Content to Social
To Boost Engagement
Engagement is important to
increase your loyal following,
even for B2B companies.
Posts facilitate interactions.
To Generate Leads
A good deal of B2B companies
have longer marketing/sales
cycles, so leads become more
important than one-off sales.
To Establish Leadership
Posting original, thought-
provoking content will set
your brand apart from
others in your industry.
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6. Saving Time
Creating and scheduling
multiple social posts
simultaneously can help save
hours of time on social.
The Benefits of a Social Content Calendar
Planning Campaigns
Social media messages can
spark conversations with
fans and followers, building
deeper relationships.
Crafting Timely Content
You can use social media
to share links to gated
content in order to drive
new leads.
Maintaining Sanity
Posting original, thought-
provoking content will set
you apart from others in
your industry.
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7. To Save Time
That’s 2 hours a day crafting content
x 10 minutes per social post
12 social posts
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8. Planning Campaigns
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9. Crafting Timely Content
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10. Maintaining Your Sanity
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11. 5 Steps to Build Your Own
Unique Workflow
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12. 1. Establish a Posting
Cadence
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13. How often should you
post?
• Post ____ times to Facebook.
• Post ____ times to Twitter.
• Post ____ times to Instagram.
• Post ____ times to LinkedIn.
• Post ____ times to Google+.
Via SumAll & Buffer
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14. Post Quality
If you’re sharing quality,
though-provoking content
you can get away with
sharing more often.
Cadence Considerations
Your Industry
If you find the days you
post more frequently lead
to less engagement,
consider scaling back.
Post Engagement
Certain industries, such
as tech or retail, have
audiences that are more
active on social media.
Annoyance Level
Be mindful of what and
how often you share.
Would you follow yourself
on social media?
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18. 2. Figure Out Which
Networks Work
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19. • Presentation Title

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21. • Presentation Title
Digging Out Your Data

22. 3. Figure Out What Content
Resonates
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24. Access Your Post History
• Use Facebook’s Page Insights
• Use Twitter’s Analytics Page
• Use Sprout’s Social Media Reporting
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25. Study Your Past Message
Performance
Sprout Social Twitter Analytics
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26. Links
Links to articles or blog
posts created by your
company or an adjacent
source.
Figure Out What Post Types Perform Well
Photos
According to Twitter,
photos receive an average
35% boost in Retweets.
Videos
The same study shows
videos receive an average
of 28% boost in Retweets.
Text-Based Posts
Your run-of-the-mill social
media statuses comprised
of only text.
Offers
Any sort of contest or
giveaway offering your
followers a chance to win.
Gifs
More networks are creating
functionality to share gifs in
your feed.
Quotes
Inspirational quotes from
famous figures or those
that you work with.
Hashtags
Whether they’re trending
hashtags or hashtags
you’ve created in-house.
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27. Mentions & Replies
Messages mentioning others
or directed right to those
who have messaged you.
Figure Out What Content Performs Well
Company Updates
Updates from your
company, whether that’s a
new feature or press
release.
Blog Posts
Articles that you’ve written
or that you’ve found on
relevant sites.
eBooks & Webinars
Content that invites your
users to download your
latest eBooks or webinars.
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28. Figure Out Which Topics Perform Well
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29. 4. Source Quality Content
at Scale
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30. Internal Sources
• 1. Your company’s blog.
• 2. User-Generated Content.
• 3. eBooks, Webinars and other
resources.
• 4. Product announcements and updates.
• 5. Fresh imagery from your design team.
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31. Use an Image Editor
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32. Canva
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33. Adobe Spark
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34. Sprout & Adobe
Integration
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35. We had fun with the new integration…
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36. Feedly
• 1. Create topics based on each of your
interests.
• 2. Follow thought-leaders in each
specific space.
• 3. Content is automatically streamed to
your Feedly page.
• 4. Share content you think your
following will enjoy.
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37. Buzzsumo
• 1. Type in a topic or domain relevant
to the content you’d like to share.
• 2. Buzzsumo returns the most socially
shared content given your selected
timeframe.
• 3. Start collecting links to content
you’d like to share.
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38. 1. You know how frequently to post content.
2. You know which networks you should maintain.
3. You know what kind of content to post.
4. You know where to source content to keep up.
Up to This Point…
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39. 5. Start Filling Out Your
Calendar
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40. 1. Calendar Tools
Create recurring events in
your calendar of choice to
remind you when it’s time
to post pre-made content.
Start Filling Your Content Calendar
2. Templates
Build an Excel doc or
Google Sheet and use it to
store your upcoming social
media posts.
3. Workflow Tools
Workflow tools make it
easy to create and track
events with detailed
information.
4. Social Media Tools
Social tools let you create,
store and schedule your
messages to automatically
post to networks.
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41. • Google Calendar, iCalendar
• Advantages: easy to access,
collaborative, new calendars
for each profile, free.
• Disadvantages: difficult to
scale, tedious to manage, still
need to manually post.
1. Calendar Tools
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42. • Hubpost Social Calendar
Template
• Advantages: easy to master,
collaborative, granular,
inclusive advice, campaign info
and free.
• Disadvantages: not as easy to
scale, still need to manually
post content.
2. Social Calendar Templates
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43. • Trello, Basecamp, Slack, Asana
• Advantages: add much more
information, tag teammates,
calendar views, easy workflows, roll
up into all project management and
mostly free.
• Disadvantages: still need to
manually post content, sometimes
costs.
3. Workflow Tools
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44. • Facebook, Twitter.
• Advantages: directly with the
networks, free.
• Disadvantages: not as easy to
scale, not all network
availability, logging in and out
of networks.
4. Native Social Networks
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45. • Sprout is one!
• Advantages: schedule to post
directly to multiple networks
and profiles, optimized timing
tagging, calendar views and
reporting.
• Disadvantages: cost, a bit
more of a learning curve.
5. Social Media Management Tools
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46. @uberflip#uberwebinar
QUESTION TIME!
Michael Patterson
Digital Marketing Specialist, Sprout Social
@MPatterson22
hub.uberflip.com
Hana Abaza
VP Marketing, Uberflip
@hanaabaza