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#163: Product | Behind The Scenes of a Successful B2B Product Launch with Zach Roberts and Natalie Taylor
B2B Marketing with Dave Gerhardt
Empower Creators, Don't Control Them
Successful marketing on platforms like LinkedIn involves giving creators the freedom to express their unique voice while providing necessary guardrails. This balance allows marketers to leverage the creator's established audience effectively. A common pitfall is an overly controlling approach, such as insisting on using trackable UTM links, which can hinder the reach of social media posts. Instead, focusing on broader measurement strategies, like geographic and time-based lift, is recommended. Marketers must recognize that social media algorithms favor organic content over posts laden with links, highlighting the importance of flexibility in content strategy to achieve better engagement and reach.
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