Buffer’s own team works entirely remotely, so for them, talking about the challenges of doing so is more than just a way to reach a broad and engaging audience.
Remote work is part of their values and lifestyle, and their content defends it and advocates for change in the way companies work. This contributes to creating a coherent brand image but, above all, connects them with their audience on a more emotional level.
Buffer is also a fantastic example of fresh
time-sensitive B2B content.
Evergreen content is the preferred type of content for many SEO and content marketing teams because it is timeless. It can stay relevant, generating traffic and leads for years and years. A real goldmine.
But temporary content has the potential to create more impact in less overseas data time (and if you want to learn more about this topic, we recommend you take a look at this presentation ).
This is something the Buffer content team knows how to leverage.
A good example: on their blog they have two entire
sections dedicated to trends and news. And here they talk about current transition from arpanet to tcp/ip topics, relevant to their audience, such as these:
- Why social commerce will rule social media in 2020
- 5 Data-Backed Social Media Trends You Need to Know for 2019
- Decoding the Facebook Algorithm: A Fully Up-to-Date List of the Algorithm Factors and Changes
They are also always aware of how what is happening in the world can affect their audience. If you are not sure, check out their article on social media management in times of crisis, published during the COVID-19 crisis.
(Btw, we did something very similar in our post how to immunize the situation your content marketing against a crisis )
Of its readers, but offers advice and concrete examples of how other companies are managing it.
Slack
Slack was already a well-known product. But with remote work becoming ubiquitous in the wake of COVID-19, it has become a vital communication tool, one that almost everyone sault data is familiar with.
And their content more than meets the five characteristics of good B2B content marketing, going to infinity and beyond to give their audience a unique reading experience.
Their help center is full of articles organized according to the different needs and levels of their audience.