How does authentic content contribute to a better customer experience?
And how does influence contribute to the optimization of the marketing performance of B2B content?
Both are important questions for today's B2B marketers who are caught in the uncertainty of 2021, where we are faced with decreasing organic social reach and decreasing brand trust . To show the way, we've put together the answers to these and eight other key questions.
Our CEO and Co-Founder Lee Odden explored the issues of authentic content and how it can impact content marketing performance during virtual presentations for the ContentTECH Summit and IABC MN Convergence Summit, and we will share some of the most important aspects. away from its insightful meetings.
Let's take a closer look at Lee's 10 pointers to create better B2B content with authentic influence in our age of the new normal.
1 – Building brand trust with authentic content created together with experts
“With an attention deficit and information overload, buyers can be easily distracted. It's important for B2B brands to stand out and stay connected to discoverable, believable content that provides an experience. “@LeeOdden Click to tweet
7 – Creating an ecosystem for content collaboration
An additional step in building trust through authenticity in content marketing comes as B2B marketers work to create a content collaboration ecosystem .
Lee shared a strong example of such an ecosystem in the Adobe * Insiders program, a diverse group of over 60 influencers that includes top executives, industry leaders, major media correspondents, contributing journalists, and technology pioneers – Lee included.
Adobe leveraged its influencers and enlisted industry experts for the Adobe Summit event to create a wide variety of content types – from social shares and live stream videos to blog posts and articles in major publications like Forbes and CMO .
Lee showed how Adobe Insider worked together to provide a cornucopia for content creation, resulting in:
Millions in social reach through brand names and earned media from influencers during and after the event
A Twitter DM channel for influencer communication that has been published daily since 2019
Individuals to subgroups of influencers will still be activated
8 – Optimization of the measurement for the customer ROI
Another step in the content marketing authenticity equation is taking the time to optimize measurements for customer return on investment (ROI), as Lee showed.
By attracting, marketers reach new audiences
By engaging, they improve content consumption
By converting, they gain subscribers, downloads, trials, demos, leads, and sales
By keeping them, they increase community participation
By advocating for it, they inspire brand love and recommendations
Lee gave an example of how these elements can come together successfully from Dell Outlet *, each of which was used to optimize trust with the help of influencers .
Dell Outlet targeted a small to medium-sized business audience and used industry influencers to address an initial lack of brand awareness and trust while increasing the perceived value of outdated technology.
To build awareness and credibility, Dell Outlet partnered with SMB influencers and achieved a Finny Award winning program that saw:
Awareness: 425,000 additional reach from influencers
Engagement: 693,000 video views and 1,350 hours
Buying Influence: 175% above target in traffic on the product pages
9 – Harness technology to support influencer marketing
"The pandemic and the burden on corporate budgets … are really forcing everyone to face the music and stop focusing on vanity metrics and focusing on results." @pierreloic Click to tweet
10 – Achieve content marketing success with purpose, relevance, reach, and response.
By intelligently using Lee's individual steps that we have outlined and shown here, B2B marketers can achieve content marketing success that is rich in purpose, relevance, reach and response.
In a quote from Richard Edelman, President and CEO of Edelman, “In this time of turmoil, people are turning to brands as islands of stability.” Lee urged marketers to ask themselves two important questions:
How will the world be different if you successfully do what you do?
How does this narrative transfer to your marketing?
To make your content marketing efforts more relevant, Lee urged marketers to use data to understand and create authentic content experiences and the voices of your customers, prospects and those who whom they trust to use Add credibility and context to your message. .
To maximize your reach, Lee recommended marketers to be "the best answer" for your customers with content that is easy to find and exists in the context wherever buyers engage .
Finally, to increase the response, Lee said that B2B marketers should try to understand their audience's motivations throughout the buyer journey to better inform the creation of messages that really "click" and inspire the nature of the action and makes a tangible and measurable business impact.
Would you like to learn more about B2B influencer marketing? Contact us and find out why brands from SAP, LinkedIn, AT&T Business and Adobe to IBM, Dell, Cherwell Software, monday.com and more have chosen TopRank Marketing.
* LinkedIn, Cherwell Software, Alcatel-Lucent Enterprise, SAP, monday.com, Adobe and Dell Outlet are TopRank Marketing customers.