B2B Content Marketing with Industry Influencers
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This document outlines Lee Odden's presentation on using influencer marketing to create content. It discusses identifying influencers in topics relevant to your business, recruiting them to contribute short interviews or articles to various types of co-created content like eBooks, reports, guides. Examples are given of past successful influencer content projects that met objectives like promoting events, growing brand awareness, and attracting new leads. A 5 step process is proposed: 1) set goals; 2) choose topics and formats; 3) identify and qualify influencers; 4) create and collect content; 5) promote and distribute the content across social media and search.
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B2B Content Marketing with Industry Influencers
- 2. #C2C14! @leeodden! @LeeOdden – Consultant, Author, Traveler Content Social Influencers Search Online Ads Online PR TopRankMarke;ng.com
- 3. #C2C14! @leeodden! Top Challenges for B2B Content Marketers Produce Enough Content Produce Content That Engages Produce A Variety Of Content
- 5. #C2C14! @leeodden! Rush to Content & Social Brands Publishing 34% F500 Source: UMass Dartmouth Consumers Publishing 254 Million Blogs Source: Tumblr / WordPress Content Marketing Budgets Social Media Budgets 58% Source: CMI / Marke;ngProfs Source: Adver;sing Age 58% @LeeOdden Image: ShuHerstock #C2C14
- 6. #C2C14! @leeodden! Content Shock! @LeeOdden Image: ShuHerstock #C2C14
- 7. #C2C14! @leeodden! InformaIon Overload Source: Qmee, myclever agency Social Media Shock!
- 9. #C2C14! @leeodden! B2B Marketers, Do More. With Less! Demand Gen, MarkeIng AutomaIon, Lead Nurturing Content, SEO, Social Media, Ads, AnalyIcs
- 10. #C2C14! @leeodden! What if… We could find a way to create more, quality and varied content without hiring more writers? How? Co-‐create content with industry influencers that creates value for all. Image: ShuHerstock
- 11. #C2C14! @leeodden! Conference eBook -‐ #CMWorld 74k Views on SS 8 months 1000’s Shares 140 Embeds 100’s Referrals to Landing Pages ObjecIves: • Promote the Event • Promote Speakers • Create a Resource for all Marketers • Create Rela;onships
- 12. #C2C14! @leeodden! Where Does This Fit For SEO? Content Marke;ng Rocks Content Marke;ng eBook Content Marke;ng Tips Content Marke;ng World Content Marke;ng Experts Content Marke;ng Influencers Content Marke;ng Conference Content Marketers Content Marke;ng Influencers “Content MarkeIng”
- 13. #C2C14! @leeodden! Where Does This Fit For Social? Content Marke;ng Rocks Content Marke;ng eBook Content Marke;ng Tips Content Marke;ng World Content Marke;ng Experts Content Marke;ng Influencers Content Marke;ng Conference Content Marketers Content Marke;ng Influencers “Content MarkeIng”
- 14. #C2C14! @leeodden! Conference eBook -‐ #SMMW14 ObjecIves: • Create event awareness • Add value for speakers • AHract registra;ons • Highlight brands • Create rela;onships 59,000 Views on SS 2 Months 1,000’s of Shares 100+ Embeds 100’s Referrals to Landing Pages
- 15. #C2C14! @leeodden! 5 Steps to B2B Influencer Content AWESOME
- 16. #C2C14! @leeodden! Step 1. Goals for Influencer Content • Change brand percep;on • Connect with new buyers • Support thought leadership • Fuel social media & search marke;ng • Create rela;onships with experts • Increase the quality of leads • Shorten sales cycle • Increase the number of referred leads • Increase organic media men;ons Photo: ShuHerstock
- 17. #C2C14! @leeodden! Brand eBook – Dell ObjecIve: Grow awareness & affinity for Dell Social Media SoluIons Short interviews with 15 social media industry thought leaders Influencers Cross Posted 153k Views
- 18. #C2C14! @leeodden! Step 2. Topic & Content Types Answer: How do you want your company, products & services to be known? Focus: Audience segments, buying cycle, ques;ons, SEO keywords, social topics Content: Evergreen, Curated, Co-‐Created, Repurposed Brand Buyer Sweet Spot!
- 19. #C2C14! @leeodden! Content Plan: Topics & TacIcs Influencer par;cipa;on can be blended into your content marke;ng mix. Anchor eBook Q1, 2014 Influencer Thought Leadership News Anchor Report Q2, 2014 Blog Posts News Anchor Whitepaper Q3, 2014 Blog Posts Thought Leadership News Anchor Webinar Q4, 2014 Contributed Ar;cle News Social, SEO, CRO, Monitoring Topics & Theme Tracks Brand Narra;ve U;lity Story Sales Cycle Influencer Influencer Influencer Influencer Influencer Influencer
- 20. #C2C14! @leeodden! Guide -‐ LinkedIn ObjecIves: Grow affinity for LinkedIn as a MarkeIng SoluIon, Lead Gen Interviews with 8 marke;ng industry and LinkedIn specific thought leaders, plus marke;ng best prac;ces ;ps from LinkedIn marke;ng staff.
- 21. #C2C14! @leeodden! Repurposed Influencer Content eBook Webinar Blog Posts Print Book Infographic
- 22. #C2C14! @leeodden! Step 3. IdenIfy, Qualify & Recruit Develop influencer networks for your USPs Brand Topic B Topic C Topic D Topic A Topic E
- 23. #C2C14! @leeodden! Influencer Tools: Traackr
- 24. #C2C14! @leeodden! Influencer Tools: FollowerWonk
- 25. #C2C14! @leeodden! Influencer Tools: BuzzSumo
- 26. #C2C14! @leeodden! Influencer Tools: Keyhole
- 27. #C2C14! @leeodden! Recruit for ParIcipaIon: The 1st Pitch Interes;ng Subject Why Example The Ask How it Works The Close Visual
- 28. #C2C14! @leeodden! Step 4. Create & Promote q Collect info from influencers q Think about promo;ons when content is created q Make it easy! To give & share q Set expecta;ons – explain, ;meline q Provide share sugges;ons – pre-‐write tweets q Be confident, succinct and posi;ve. Show progress. Everybody likes a winner!
- 29. #C2C14! @leeodden! Get CreaIve, Use Humor
- 30. #C2C14! @leeodden! Get CreaIve, Use Humor
- 31. #C2C14! @leeodden! Get CreaIve, Use Humor
- 32. #C2C14! @leeodden! Follow Up CollecIon Pitch Sense of Urgency Complement Situa;on Commitment Drop Names The Ask How it works
- 33. #C2C14! @leeodden! The Result? 99% ParIcipaIon 3,000+ shares 10,000+ visits First 4 days
- 34. #C2C14! @leeodden! Hub and Spoke -‐ AmplificaIon
- 35. #C2C14! @leeodden! 5. OpImize Influencer Content Results • Goals Map to Metrics (short & long term) • Influencer Metrics • Overall Program Metrics • Establish benchmarks • Keep the rela;onship alive
- 36. #C2C14! @leeodden! Performance Monitoring Overall: Inbound Traffic Shares & Interac;ons Inbound Links, Cita;ons Media, Press, Blogs Traffic Sent Ad Equivalents Micro-‐conversions Inquiries Influencers: Shares (links) Engagement on Shares Brand sen;ment Blog posts Performance of content
- 37. #C2C14! @leeodden! Takeaways Iden;fy content goals & topics, then find a tool to research influencers. 1 2 3 What prospect ques;ons can influencers answer for you? Map to content plan. Start by asking easy, simple ques;ons. Build a rela;onship – it will pay dividends again and again.
- 38. #C2C14! @leeodden! Thank You! @LeeOdden lee@toprankmarke;ng.com 1-‐877-‐872-‐6628 TopRankMarke;ng.com Marke;ngBlog.com Op;mizeBook.com