I had a eureka moment listening to the head of marketing for BofA's Global Banking and Markets division first discuss the potential of social media for B2B several years ago. The group had a nascent presence on Twitter and LinkedIn, but they hadn't yet figured out the best way to produce timely, relevant content for its corporate and institutional audiences.
As Group Creative Director and copy lead for its in-house agency team, I felt strongly that we could leverage our business acumen, execution speed and deep engagement in related channels and campaigns to support our clients' social media vision. But first, we focused on learning the space. We studied top B2B and B2C sites, attended seminars, talked to digital savvy professionals within and outside our company, and then convinced our in-house agency and marketing partners to give us a shot.
We quickly became a leading content producer for the division by delivering concise, targeted insights paired with compelling animated and static infographics, images and video. Today, the team employs performance metrics and ever-evolving best practices to keep content fresh and drive deeper engagement.