Influencer Content: How To Win Buyers Hearts, Minds and Wallets With Content Optimized For Search, Share and Sales

#C2C14! @leeodden!

@LeeOdden  –  Consultant,  Author,  Traveler  

Content  

Social  

Influencers  

Search   Online  Ads  

Online  PR  

TopRankMarke;ng.com  

#C2C14! @leeodden!

Top  Challenges  for  B2B  Content  Marketers    

Produce  Enough  Content  

Produce  Content  That  Engages  

Produce  A  Variety  Of  Content  

#C2C14! @leeodden!

#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

#C2C14! @leeodden!

Content  Shock!  @LeeOdden Image:  ShuHerstock   #C2C14

#C2C14! @leeodden!

InformaIon  Overload  Source:  Qmee,  myclever  agency  

Social  Media  Shock!  

#C2C14! @leeodden!Image:  ShuHerstock  

#C2C14! @leeodden!

B2B  Marketers,  Do  More.  With  Less!  

Demand  Gen,  MarkeIng  AutomaIon,    Lead  Nurturing  

Content,  SEO,  Social  Media,    Ads,  AnalyIcs  

#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  

#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  

#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”  

#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”  

#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  

#C2C14! @leeodden!

5  Steps  to  B2B  Influencer  Content    

AWESOME  

#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  

#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  

#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!  

#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  

#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.    

#C2C14! @leeodden!

Repurposed  Influencer  Content  

eBook   Webinar  

Blog  Posts  

Print  Book  

Infographic  

#C2C14! @leeodden!

Step  3.  IdenIfy,  Qualify  &  Recruit  Develop  influencer  networks  for  your  USPs  

Brand  

Topic  B   Topic  C  

Topic  D  Topic  A  

Topic  E  

#C2C14! @leeodden!

Influencer  Tools:  Traackr  

#C2C14! @leeodden!

Influencer  Tools:  FollowerWonk  

#C2C14! @leeodden!

Influencer  Tools:  BuzzSumo  

#C2C14! @leeodden!

Influencer  Tools:  Keyhole  

#C2C14! @leeodden!

Recruit  for  ParIcipaIon:  The  1st  Pitch  Interes;ng  Subject  

Why  

Example  

The  Ask  

How  it  Works  

The  Close  

Visual  

#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!  

#C2C14! @leeodden!

Get  CreaIve,  Use  Humor  

#C2C14! @leeodden!

Get  CreaIve,  Use  Humor  

#C2C14! @leeodden!

Get  CreaIve,  Use  Humor  

#C2C14! @leeodden!

Follow  Up  CollecIon  Pitch  

Sense  of  Urgency  Complement  

Situa;on  

Commitment  

Drop  Names  

The  Ask  

How  it  works  

#C2C14! @leeodden!

The  Result?  99%  ParIcipaIon  

3,000+  shares    10,000+  visits  First  4  days  

#C2C14! @leeodden!

Hub  and  Spoke  -­‐  AmplificaIon  

#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  

#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  

#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.  

#C2C14! @leeodden!

Thank  You!    

@LeeOdden    lee@toprankmarke;ng.com  1-­‐877-­‐872-­‐6628  TopRankMarke;ng.com  Marke;ngBlog.com  

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