Secrets of B2B Content Marketing Success with Influencers
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According to CMI and MarketingProfs, over 90% of B2B marketers are investing in content marketing. Yet, in an age of information overload where 74GB of data are delivered per person, per day (USC), standing out to business buyers can require unreasonable budgets and resources. Inspired by the need to scale content marketing performance, a growing number of B2B marketers are creating better quality content that gets shared more often, reaches more prospects and grows their influencer network – all at the same time. In this presentation, Lee Odden, CEO of TopRank Marketing explains how to leverage influencer content programs to attract and engage business buyers.
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Secrets of B2B Content Marketing Success with Influencers
- 1. @Uberflip @HanaAbaza @LeeOdden #uberwebinar Lee Odden CEO, TopRank Marketing @leeodden Hana Abaza VP Marketing, Uberflip @hanaabaza Secrets of B2B Content Marketing Success with Influencers
- 2. @Uberflip @HanaAbaza @LeeOdden #uberwebinar WE WILL SEND THE RECORDING. Questions? We’ve got answers! (At the end of the webinar J)
- 3. @Uberflip @HanaAbaza @LeeOdden #uberwebinar Join in on WE WILL SEND THE RECORDING. Questions? We’ve got answers! (At the end of the webinar J)
- 4. @Uberflip @HanaAbaza @LeeOdden #uberwebinar Stick Around For a Demo
- 5. @Uberflip @HanaAbaza @LeeOdden #uberwebinar About Lee & TopRank Marketing! toprankmarketing.com! toprankblog.com! B2B Content & Influencer Marketing Consultants!
- 6. @Uberflip @HanaAbaza @LeeOdden #uberwebinar • The State of B2B Content! • Top Content Challenges! • Influencer Marketing Opportunity! • Attract, Engage, Convert! • 5 B2B Influencer Content Secrets! • Best & Worst Practices! Agenda
- 7. @Uberflip @HanaAbaza @LeeOdden #uberwebinar The State of B2B Content
- 8. 88% Business to Business Content Marketing Content Marketing Institute / MarketingProfs!
- 9. @Uberflip @HanaAbaza @LeeOdden #uberwebinar “82% of senior executives say content is a significant driver in their buying decisions.”!! Demand Gen Report!
- 10. @Uberflip @HanaAbaza @LeeOdden #uberwebinar
- 11. @Uberflip @HanaAbaza @LeeOdden #uberwebinar Advertorial & Native Advertising! Blogging ! Case Studies ! Crowdsourced Content! Content Curation ! Digital Newsletters ! Earned Media (PR) ! eBooks ! Email Marketing ! Gamification ! Influencer Content ! Infographics ! Interactive Tools ! Microsites ! Mobile Applications ! Mobile Content ! News Releases ! Online Magazines & Apps! Podcasts ! Print Magazines ! Print Newsletters ! Real-Time Video ! Real-World Events ! Research & Surveys ! Social Content ! Traditional Media ! Video Content! Virtual Conferences ! Webinars! White Papers !
- 12. @Uberflip @HanaAbaza @LeeOdden #uberwebinar B2B Content Challenges!
- 13. @UberFlip @HanaAbaza @LeeOdden #uberwebinar Content Overload? 2.5 QBs / Day! 90% past 2 years! IBM! 74GB media / day! USC / ICTM! Photo: Shutterstock!
- 14. @Uberflip @HanaAbaza @LeeOdden #uberwebinar Standing Out is Tough! Engaging Content! Consistent Content! Variety of Content!
- 15. @Uberflip @HanaAbaza @LeeOdden #uberwebinar Source: Banksy via reddit / vancouver! Most Content Isn’t Used, Seen or Shared!
- 16. @Uberflip @HanaAbaza @LeeOdden #uberwebinar Buyers Are Saying No to Ads! 41% - Growth in Ad Blocking! 198 Million Ad Block Users Worldwide! 64% never open B2B emails! Adobe PageFair Ad Blocking Report! iris B2B Participation Survey! Photo: Shutterstock!
- 17. @Uberflip @HanaAbaza @LeeOdden #uberwebinar
- 18. @Uberflip @HanaAbaza @LeeOdden #uberwebinar Buyers Trust Experts & Influencers! 85% Consumers seek out! trusted expert content! when considering a ! purchase! Expert Over Branded Content:! 88% Lift in Brand Familiarity! 50% Lift in Brand Affinity! 38% Lift in Purchase Intent!
- 19. @Uberflip @HanaAbaza @LeeOdden #uberwebinar Self Directed Buyers Rely on Peers/Community ! of the B2B buyer’s journey is complete before a buyer ever reaches out to sales.! 70%Source: Pardot
- 20. @Uberflip @HanaAbaza @LeeOdden #uberwebinar Influencer Marketing Opportunity!
- 21. @Uberflip @HanaAbaza @LeeOdden #uberwebinar “Influencer Marketing is the practice of engaging internal and industry experts with active networks to help achieve ! measurable business goals.”! ! @TopRank! Photo: Shutterstock!
- 22. @Uberflip @HanaAbaza @LeeOdden #uberwebinar 90% of consumers trust peer recommendations. ! Only 33% trust ads. Nielsen! 75% of professionals consider their influencer engagement effective for lead generation. Augure ! $6.85 for every $1 spent: The average media value earned by brands implementing influencer marketing. Burst Media aka RhythmOne! 59% of marketers are planning to increase their influencer marketing budgets in the next year. Tomoson! Photo: Shutterstock!
- 23. @Uberflip @HanaAbaza @LeeOdden #uberwebinar 51% Better Quality Customers!Most Cost Effective! Fastest Growing Acquisition Tactic!
- 24. @UberFlip @HanaAbaza @LeeOdden #uberwebinar Our B2B Influencer Content Evolution! 1 Influencer Asset! 40,000 Views! 413 Downloads! 6,000 Shares! 100’s Referrals! 20 New Influencers! 4 Influencer Assets! 218,971 Views! 15,000+ Shares! 4,023 Downloads! 1,040 Leads! 100’s Referrals! Cumulative: 10 Projects! 1 Million+ Views! 50+ Influencer Assets! 140 New Influencers! (50 CMO/VPs)! Leads & Revenue++!
- 25. @Uberflip @HanaAbaza @LeeOdden #uberwebinar Attract Engage Convert!
- 26. @Uberflip @HanaAbaza @LeeOdden #uberwebinar Attract Engage Convert Discover! Consume! Act! B2B Buyer Solution Journey! Photo: Shutterstock!
- 27. @Uberflip @HanaAbaza @LeeOdden #uberwebinar B2B Content Accountability! Convert Reach! Search Visibility! Social Network Visibility! Influencer Promotion! Views & Impressions! Traffic ! Content Distribution! Media & Blog Placements! Brand + Affinity! Brand Sentiment! Content Consumption! Page Views! Click Through Rate! Influencer Interaction! Social Network Size! Social Interactions! Content Interactions! Comments, Shares! Time on Site, Content! Paths Through Site! ! Form Data Captured! Newsletter Subscriptions! Demo & Trial Requests! New Influencers ! Contact Us! Orders! - Order Volume! - Order Frequency! - Length of Sales Cycle! - Revenue Per Order! EngageAttract
- 28. @Uberflip @HanaAbaza @LeeOdden #uberwebinar B2B Influencer Content Framework! 1. Define Goals! 2. Pick Topics, Content! 3. Identify, Qualify & Recruit ! 4. Collect & Co-Create Content! 5. Inspire Promotion! 6. Performance Feedback! 7. Maintain Relationships! Convert Engage Attract
- 29. @Uberflip @HanaAbaza @LeeOdden #uberwebinar 5 B2B Influencer Marketing Secrets !
- 30. @Uberflip @HanaAbaza @LeeOdden #uberwebinar Secret 1: Famous is Not Your Only Target! Social Savvy Influencers! Industry Experts! Brand Executives! Internal SMEs & Employees! Clients / Customers! Industry Media! Partners! Prospect Influencers! “Everyone is influential ! about something.” ! Photo: Shutterstock!
- 31. @Uberflip @HanaAbaza @LeeOdden #uberwebinar “A brandividual is popular. ! An influencer is effective at creating popularity.”! ! @leeodden!
- 32. @Uberflip @HanaAbaza @LeeOdden #uberwebinar Secret 1: LinkedIn Marketing Solutions! LinkedIn Employees! Industry Influencers!
- 33. @Uberflip @HanaAbaza @LeeOdden #uberwebinar Secret 1: LinkedIn Marketing Solutions!
- 34. @UberFlip @HanaAbaza @LeeOdden #uberwebinar Secret 2: Reach Isn’t Your Only Goal! Reach: Participation Inspires Action ! Authenticity: From “Real People”! Quality: Taps Expertise! Variety: Create More Quality Content! Engagement: SMEs & Influencers! Scale: Distributes Content Creation!
- 35. @UberFlip @HanaAbaza @LeeOdden #uberwebinar Secret 3: Influencers Are for More than Marketing! Content! Quality! Credibility! Advocacy! Promotion! Brand Content! Earned Media! Advocacy! Collaborate! On Shared Causes! Community! Internal SMEs! FAQs! Career Tips! Testimonials! Photo: Shutterstock! Marketing! PR! Recruiting! Support! CSR!
- 36. @Uberflip @HanaAbaza @LeeOdden #uberwebinar Secret 4: Influencer Integration FTW!
- 37. @Uberflip @HanaAbaza @LeeOdden #uberwebinar Secret 4: Document Level Integration!
- 38. Secret 4: Multi-Media, Channel, & Influencer !
- 39. @Uberflip @HanaAbaza @LeeOdden #uberwebinar @IBMCommerce ! IBM turned to a group of #NewWayToEngage Futurists: Trusted external thought leaders with a record of innovation.!
- 40. @Uberflip @HanaAbaza @LeeOdden #uberwebinar Secret 5: Relationships Rule! Work with an influencer on a project, they’re your ! friend for a day.! Help someone become ! more influential, they’re ! your friend for life. ! !
- 41. @Uberflip @HanaAbaza @LeeOdden #uberwebinar Secret 5: Relationships Rule!
- 42. @Uberflip @HanaAbaza @LeeOdden #uberwebinar Best & Worst Practices Influencer Engagement! Please Do:! 1. Give value first, romance FTW! 2. Personalize a relevant “ask”! 3. Make it easy: contribute, share! 4. Showcase the wins! 5. Follow through & feedback! Please Don’t:! 1. Make big asks on 1st contact! 2. ASS-ume! 3. Over-edit contributions! 4. Bait and switch! 5. Forget to say thank you!
- 43. @UberFlip @HanaAbaza @LeeOdden #uberwebinar If you want your content to be great, ask influencers to participate!! ! @leeodden! Photo: Shutterstock!
- 44. @Uberflip @HanaAbaza @LeeOdden #uberwebinar Influencer Marketing Tools! LinkedIn! FollowerWonk! Klear! Kred! Klout! Keyhole! BuzzSumo! Onalytica! Nimble! GroupHigh! Little Bird! Traackr! ! Identify! Qualify! Recruit! Manage! Engage! Measure! Optimize!
- 45. @Uberflip @HanaAbaza @LeeOdden #uberwebinar Identify an Influencer Marketing platform and start incorporating influencer engagement in marketing.!1! 2! 3! Organize co-created content using a modular approach: it makes personalization and repurposing easier.! To boost the reach of your co-created content, optimize with keywords, promote through social & activate with influencers.! Takeaways!
- 46. @Uberflip @HanaAbaza @LeeOdden #uberwebinar RESOURCE http://tprk.us/b2binfluencers !
- 47. @Uberflip @HanaAbaza @LeeOdden #uberwebinar QUESTION TIME! Lee Odden CEO, TopRank Marketing @leeodden Hana Abaza VP Marketing, Uberflip @hanaabaza hub.uberflip.com