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90% 90% “82% of senior executives say content is a significant driver in their buying decisions.”

Demand Gen Report 2014

Content Marketing

Business to Business

@leeodden  #bmacolorado    

Marketing Money is Following the Content

$40B content  spend  

Custom  Content  Council  

Content Marketing Budgets

55%

Source:  CMI  /  Marke0ngProfs  

Image:  Shu8erstock  

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B2B Marketers Do More – With Less!

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Discover

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3 REAL Examples of B2B Co-Created Content

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Approach

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31 B2B Marketing Influencers

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Co-Created Content Process

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Tap Into Search Demand

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Tap Into Social Media Demand

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@leeodden  #bmacolorado    

Coordinated Posts & Amplication

All  Week:  Social  shares    All  Week:  Outreach    Mon:  Blog  Post  Tue:  Interview  post  Wed:  Image  quotes/  infographic  Thu:  Preview  

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KPIs and Outcomes

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But what’s a good process?

@leeodden  #bmacolorado    

6 Steps to B2B Influencer Content

AWESOME  

@leeodden  #bmacolorado    

1. Influencer Program Goals

WHO IS YOUR AUDIENCE?

AwarenessEngagementConversion

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2. Identify, Qualify & Recruit

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A brandividual is popular.

An influencer is effective at creating popularity.

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3. Content Co-Creation

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4. Content Amplification

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Make it FunMake it EasyCompensate

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5. Influencer Content PerformanceINFLUENCERS:Influencer actionsInfluencer effects

CONTENT:Reach & Visibility EngagementShares & MentionsLeadsSales

ATTRACT: DiscoveryENGAGE: ConsumptionCONVERT: Action

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FeedbackInclude in contentConnect on social

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6. Influencer Relationships

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Takeaways

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THANK YOU!

Lee Odden - @leeodden lee@toprankmarketing.com

TopRankMarketing.com MarketingBlog.com

Member: @BMAMinnesota

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