Boost Engagement with Native Content: Tips for B2B Marketers

Where do you go to grab people’s attention? Start simple: Go where your audience is.

In all marketing—and especially B2B marketing—capturing attention means delivering valuable, platform-tailored content where audiences naturally spend their time. Native content—not ads—is value-driven, non-promotional material that adopts the same formatting, tone, and interactive elements that are characteristic of the social platform you put it in. Here’s why it works, who’s doing it right, and tips to start making the most of native content.

Why native content works: Stats you should know

Native content resonates with audiences by matching the platform’s tone and purpose, which is why it’s such an effective strategy.

• Better engagement rates: Native content designed specifically for a platform leads to 4x higher engagement than generic content (Content Marketing Institute, 2023). Aligning with user expectations makes audiences more likely to interact with your content.
• Higher trust and perceived value: According to Edelman’s Trust Barometer, 81% of B2B buyers believe companies that publish platform-specific content are more credible than those using promotional posts.
• More authentic brand perception: Native content generates 20% higher brand recall than ads or generic posts, as it’s perceived as more credible and engaging. (Native Advertising Institute, 2023)

Native content success stories: Brands leading the way

1. HubSpot on LinkedIn

HubSpot consistently publishes original, in-depth content directly on LinkedIn, offering professionals relevant data, insights, and actionable advice. Instead of pushing promotional material, they share resources, quick tips, and industry trends in a way that’s valuable and natural to the LinkedIn platform. The result? Higher engagement and positioning as a go-to source for marketing insights.

2. Mailchimp on Instagram

Mailchimp takes an original approach on Instagram, producing visually engaging and story-driven content that appeals to the platform’s creative audience. By sharing design tips, brand behind-the-scenes, and creative campaign highlights, they connect with Instagram users authentically, using personality and visual appeal to build brand presence.

Two tips to get started with native content

1. Embrace each platform’s content style: Invest time in understanding the culture and user expectations of each social media platform. LinkedIn users favor insights and professional advice, while Instagram users engage with visual storytelling. Tailoring your message to the platform’s style and user expectations makes your content feel authentic and approachable.
2. Focus on value over promotion: Native content should prioritize adding value over brand promotion. This builds trust and credibility and helps position your brand as a valuable resource. Provide real solutions, inspiration, or insights based on audience needs, and avoid overt sales messages.

By meeting your audience on their favorite platforms in a way that feels natural, you can create more engaging, memorable, and trustworthy brand experiences. Embrace the unique strengths of each channel and you’ll see higher engagement and a more authentic connection with your audience.

Ready to elevate your content strategy and make a genuine impact where your customers are? CMD’s team of experts can help you create tailored, platform-specific content that drives real results. Contact us today to get started.