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B2B marketers have never had more opportunities to create engaging content, with social platforms like LinkedIn making light work of the challenges around targeting vast audience groups at scale.

Content is set to be one of the biggest areas of growth in the B2B market, with 42 per cent of marketers saying they plan to increase spend in this area this year, according to Forrester. Additionally, with 94 per cent of business buyers conducting some form of online research prior to decision-making, content is more important than ever for B2B marketers – and social media is helping them target this content to the right audience.

Rob Blackie, director of social at OgilvyOne Business and others look at how B2B buyers engage with different platforms at different times and in different ‘modes’ and what really gets results in social.  Read more at The Drum.