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Do you struggle to come up with content ideas for b2b social media?
It’s certainly a question I get asked a lot… What content should B2B businesses post?
If you’ve read what actually works on social media marketing for B2B, it means you know social media marketing for B2B is less about flashy trends and more about staying visible, building trust, and showing up where your ideal clients are.
The next question is usually, “OK, but what do I actually post?”
And fair enough. Coming up with content ideas every week can feel like a full-time job. But it doesn’t have to be.
Once you know what works for B2B (and what doesn’t), it becomes a whole lot easier to create useful, scroll-stopping content without burning out or resorting to random filler.
So let’s have a look at what content B2B businesses should post.
Helpful beats flashy
First up, your content doesn’t need to be beautiful. Or clever. Or polished. It just needs to be helpful and human.
That means answering questions you get asked all the time. Showing how you work. Sharing stories about the clients you’ve helped. Giving tips or insights your clients would benefit from. Basically, anything that adds value, makes their life easier, or helps them feel more confident about what you do.
For example, think about the common questions your clients ask you. That time someone emailed you asking for a reminder about a process you already explained three times – that’s a post.
Or the short explainer you wrote for a client so they could understand something technical – that’s a post too.
I’ve worked with service-based businesses that simply took the explanation they usually give over the phone and turned it into a few dot points (or a quick video). It works because it’s clear, and it answers something real.
B2B audiences aren’t looking to be entertained. They’re looking to trust you. Your content is how you build that trust, one post at a time.
Show the human side of your business
B2B isn’t just business-to-business. It’s people-to-people. That’s why it’s worth showing the human side of what you do.
This doesn’t mean sharing your life story or getting overly personal. It just means letting people see who’s doing the work, what goes into it, and what it’s like to deal with your team.
For example, a quick photo of your team onsite, a snap from a planning session, or a short intro post about a new staff member gives your audience something to connect with.
One business I work with posted a pic of a few team members attending a business networking event – no filters, just reality. It performed better than anything else they’d posted all month.
These kinds of posts build familiarity. And familiarity builds trust.
Share your knowledge – in bite-sized pieces
You don’t need to give away your whole process – but giving helpful, practical advice is one of the best things you can do on social media.
Think simple tips, checklists, or “did you know” style posts that answer common questions or clear up confusion. The things you take for granted are often the exact things your ideal clients are unsure about. If they read your post and say “Oh! I didn’t know that,” you’re on the right track.
You can also turn blog posts, FAQs, or recent conversations into quick content. And if writing isn’t your thing, record a short video or even a voice note. There’s no one-size-fits-all.
Your ideal clients are often time-poor. If you can break things down for them and make the complex feel simple, you’ll stand out and they’ll thank you for it.
For example, I’ve worked with a business where we took a list from their FAQ sheet and turned it into five posts, one point at a time.
Doing this helps your ideal clients feel more informed and removes the friction of needing to ask questions, which makes working with you feel easier.
Tell stories (especially the little ones)
Storytelling works – not just because it’s engaging, but because it builds emotional connection.
And no, I’m not talking about epic brand journeys or dramatic case studies. The small, everyday ones are often more powerful and more relatable.
Telling stories helps people see what it’s like to work with you. It adds context to your services and gives potential clients an idea of what to expect.
For example, if you recently helped a client meet a tight deadline by adjusting your usual process, that’s a story. Or maybe you spotted a problem before it became an issue and saved the client hassle. That’s a story too.
Think about things like how you helped a client solve a tricky issue. Or how you handled a tight deadline. Or what you learnt from a job that didn’t go quite to plan.
If you can turn a moment into a story, your audience will remember it. And they’ll remember you too. Because these kinds of posts show how you show upm and that matters more than any fancy pitch.
Don’t forget the social bit
Social media isn’t just a place to publish content. It’s a place to connect, and B2B businesses can absolutely use it that way.
Remember that social media is meant to be, well, social. So mix in some conversation starters. Ask questions. Share something light-hearted or personal. Comment on other people’s posts. Join the conversation rather than just broadcasting your own stuff.
For example, as a consultant, you could post: “Just finished updating a client’s system documentation – and yep, they hadn’t touched it since 2019. When was the last time you looked at yours?” It’s a simple way to share something you do, highlight a common issue, and prompt your ideal clients to think about how that applies to them.
These little interactions build visibility over time. People are more likely to engage with your content when they’ve seen you showing up in their feed and having a genuine voice.
Still not sure where to start?
If you're still staring at a blank screen, you’re not alone. Content creation can feel overwhelming. But it doesn't have to.
Start with what you know. Talk like a human. Focus on being helpful instead of perfect. And remember that consistency matters more than quantity.
In the next blog, I’ll show you how often to post (and where), plus some practical ways to make your content go further without making it feel like another full-time job.
And if that still sounds too hard, then let’s talk. I can help make your social media happen so you can get back to doing what you do best.
