A large majority of B2B companies now do some sort of content marketing. In a 2016 study conducted by the Content Marketing Institute, 88 percent of B2B marketers say their companies now create and distribute content as part of their marketing strategy.
But for many B2B marketers, one of the biggest challenges is getting their content in front of their target audience. In particular, driving sharing on social media can be an issue given that B2B content tends to have a more niche audience. Marketers need to know the factors that get people to share content, which social networks are effective for B2B sharing, and what they can tweak in their content to get more tweets, pins and Facebook shares.