Keynote presentation on influencer content marketing at the B2B InTech & InProf conference, London, England, UK in 2016. Lee Odden, CEO of TopRank Marketing.

1. Lee Odden, CEO TopRank Marke2ng
THE POWER OF INFLUENCE
IN B2B CONTENT
Image: Shu+erstock

2. #B2BInTech #B2BInProf @leeodden
About @LeeOdden & @TopRank MarkeDng
B2B Content & Influencer Marke2ng Consul2ng
toprankmarkeDng.com markeDngblog.com

3. #B2BInTech #B2BInProf @leeodden
Major Trends Facing B2B MarkeDng
Image: Shu+erstock

4. #B2BInTech #B2BInProf @leeodden
The MarkeDng Funnel Has Become Irrelevant

5. #B2BInTech #B2BInProf @leeodden
The Buyer Journey is More Complex
Source: Lori Wizdo, Forrester - Myth BusDng 101: Insights IntoThe B2B Buyer Journey

6. #B2BInTech #B2BInProf @leeodden
Rise of B2B Brand Publishing
5,100 B2B Titles in the UK Source: Magforum

7. #B2BInTech #B2BInProf @leeodden
Latest B2B Content Trend: Hubs

8. #B2BInTech #B2BInProf @leeodden
Content is Out of Hand!
Source: Mark Schaefer

9. #B2BInTech #B2BInProf @leeodden
Most Content Doesn’t Get Shared
Most Content Isn’t Seen or Shared
Source: Banksy via reddit / vancouver

10. #B2BInTech #B2BInProf @leeodden
Top Content CreaDon Challenges
Source: Content MarkeDng InsDtute / MarkeDngProfs
Engaging
Measurable
Consistently

11. #B2BInTech #B2BInProf @leeodden
UK Buyers Don’t Trust Editorial or Ads
• Editorial
• Emails
• Radio Ads
• Newspaper Ads
• Billboard Ads
• Pre-Movie Ads
What Do They Trust?
• Personal
RecommendaDons
• Other consumer
opinions online
Source: Nielsen UK

12. #B2BInTech #B2BInProf @leeodden
What is the Most Powerful Form of AdverDsing?
Image: Shu+erstock

13. #B2BInTech #B2BInProf @leeodden
84% of B2B buyers start the
purchasing process with a
referral. (LinkedIn)
92% of consumers rely on
referrals from people they know
above all else (TapInfluence)
Image: Shu+erstock

14. #B2BInTech #B2BInProf @leeodden
Buyers Trust Expert Content
Expert Over Branded Content
• 88% Lie in Brand Familiarity
• 50% Lie in Brand Affinity
• 38% Lie in Purchase Intent
85%
Consumers seek out
trusted expert content
when considering a
purchase. Source: nielsen & inPowered

15. #B2BInTech #B2BInProf @leeodden
of the B2B
buyer’s journey
is complete
before a buyer
ever reaches out
to sales.
70%Source: Pardot
Self Directed Buyers Rely on Peers/Community

16. #B2BInTech #B2BInProf @leeodden
How Can B2B Companies Scale
Content Quality & QuanDty While
BoosDng Internal Experts and
Increasing Brand Reach?
Image: Shu+erstock

17. #B2BInTech #B2BInProf @leeodden
Enter: Influencer MarkeDng
Image: Shu+erstock

18. #B2BInTech #B2BInProf @leeodden
Influencer Marke2ng is the pracDce of
engaging internal and industry experts
with acDve networks to help achieve
measurable business goals.
Image: Shu+erstock
@TopRank

19. #B2BInTech #B2BInProf @leeodden
“The Wisdom of Your Community is a
Bank Rich with Useful
MarkeDng Content.”
Co-Create
Amplify
Activate
Image: Shu+erstock

20. #B2BInTech #B2BInProf @leeodden

21. #B2BInTech #B2BInProf @leeodden
Who Are the Influencers?
Industry Experts
Brand ExecuDves
Internal SMEs
Clients
Industry Media
Everyone is influenDal about something.
Image: Shu+erstock

22. #B2BInTech #B2BInProf @leeodden
Authen2c: From “real people”
Quality: Taps ExperDse
Variety: Create more quality
Engagement: SMEs & Influencers
Reach: ParDcipaDon Inspires AcDon
Scale: Distributes Content CreaDon
Measurable: Content KPIs & ROI
Advantages of Influencer Content Co-CreaDon

23. #B2BInTech #B2BInProf @leeodden
Influencers Are For More than MarkeDng
MarkeDng PR RecruiDng Support CSR
Content
Quality
Credibility
Advocacy
PromoDon
Brand
Content
Earned Media
Advocacy
Collaborate
On Shared
Causes
Community
Internal
SMEs
FAQs
Career Tips
TesDmonials
Image: Shu+erstock

24. #B2BInTech #B2BInProf @leeodden
Adding Influencers Brings Home the Bacon
Image: Shu+erstock
81% of those surveyed
considered influencer
engagement to be effecDve
or very effecDve for meeDng
their objecDves. (Augure)
Businesses are
making $6.50 for
each $1 spent on
influencer markeDng with
the top 13% earning $20 or
more. (Tomoson)

25. #B2BInTech #B2BInProf @leeodden
What Does it Mean for B2B?
Technology Marketers
• Supports Product MarkeDng
campaigns
• Provides PR with SMEs to
use in media relaDons,
earned media content
• Works with social media
community engagement
Professional Services
Marketers
• Influencer content supports
referrals (validaDon)
• Internal influencers co-creaDng
with industry influencers boosts
expert status
• Influencer content supports
content markeDng, PR, client
markeDng
Helps B2B Brands Become More InfluenDal

26. #B2BInTech #B2BInProf @leeodden
Technology MarkeDng – Influencer IntegraDon
Anchor
Piece
Q1, 2016
Influencer
Thought
Leadership
News
Anchor
Piece
Q2, 2016
Blog Posts
News
Anchor
Piece
Q3, 2016
Blog Posts
Thought
Leadership
News
Anchor
Piece
Q4, 2016
Contributed
ArDcle
News
Social, SEO, CRO, Monitoring
Topics &
Theme Tracks
Brand
NarraDve
UDlity
Story
Sales Cycle
Influencer Influencer
Influencer
Influencer Influencer
Influencer
Content Marke2ng Campaigns:
Topics, Keywords, Influencers

27. #B2BInTech #B2BInProf @leeodden
Professional Services – Partner Influence
Pharma
Lead Partners in Each VerDcal
Tech Finance
Influencers
Monitor, Engage,
Build RelaDonships
Nurture For MarkeDng,
ParDcipaDon, Co-CreaDon
Influencers Influencers
• Influencers Promote
Co-Created Content
• Influencers Promote
Brand Content
• Partner Influence Grows
• Firm Influence Grows

28. #B2BInTech #B2BInProf @leeodden
B2B Influencer Co-Created Content
h+p://tprk.us/cmw14ebooks Campaign by CMI & TopRank MarkeDng
To promote awareness of CMWorld,
CMI & @ TopRank co-created with 40
influencers from major brands: themed
eBooks, infographics, blog posts &
social content as an event preview.
Results: Over 200,000 eBook views.
4,000+ downloads, 1,000+ leads for
the sponsor & hundreds of event
referrals.
Winner: DGR Killer Content Award
Finalist: MarketingProfs Bright Bulbs

29. #B2BInTech #B2BInProf @leeodden
8 Campaigns
eBooks, infographics, blog posts, social
image & text content
262 Par2cipants
(Added 100+ Execu-ve Brand
Marketers to our Influencer Network)
1 million+ views/impressions
10’s of thousands of shares & mulDple
new content markeDng engagements
Repurposed for numerous
content projects
Blog posts, earned media, infographics,
SlideShare decks, newsle+er
Impact of Ongoing Influencer Content Programs

30. #B2BInTech #B2BInProf @leeodden
• Quality
• Quantity
• Engagement
• Reach
• Scale
Here’s a Way
to Make it
Happen
Increase
Performance
Lower Costs

31. #B2BInTech @leeodden #B2BInProf
Influencer MarkeDng Framework
1. Define Goals
2. Pick Topics, Content
3. IdenDfy, Qualify & Recruit
4. Collect & Co-Create Content
5. Inspire PromoDon
6. Performance Feedback
7. Maintain RelaDonships
Image: Shu+erstock

32. #B2BInTech #B2BInProf @leeodden
Finding the Right Influencers
“B2B MarkeDng”
“English”
“UK”
Brainstorm with
your execuDves,
sales & PR
Use an influencer
search engine
(BuzzSumo,
FollowerWonk)
Import to an
influencer plavorm
(like Traackr)
Source: Traackr

33. #B2BInTech #B2BInProf @leeodden
Monitor & Engage
Source: Traackr

34. #B2BInTech #B2BInProf @leeodden
B2B Content: Modular, Co-Created
Image: Shu+erstock

35. #B2BInTech #B2BInProf @leeodden
Content MarkeDng Project Brief: The Story
1. What is it?
2. How does it solve a
problem for customers?
3. What do they do next?
Image: Shu+erstock

36. #B2BInTech #B2BInProf @leeodden
Influencer Co-Created Content Planning
Co-Creation Participants
• Internal Subject Ma+er Experts
• Customers
• Industry Influencers
• Community & Networks
• Partners
Content Plan
• Topic Focus
• Content Types
• Sub-Topics
• PromoDon/
DistribuDon
Contribution Formats
• Quotes
• Tips
• Full Interview
• Text
• Audio
• Video
• Image

37. #B2BInTech #B2BInProf @leeodden
Map Theme to Content, SEO & Influencers
Brand Story / USP
= Themes, Topics, Keywords
Customer Pain/Goals Cross Posted
Blogs
Social Networks
Industry Media
Customer Pain
Branding
Contributed Content
Brand Solution
SEO Keywords
CTA
Proof
SEO Keywords
Image Assets
SEO
Influencer Content
Social Networks Contributed Content

38. #B2BInTech #B2BInProf @leeodden
Modular Content Repurposing
eBook
Blog Post
Infographics
Industry ArDcle
Micro-Content Small Format
ContribuDons

39. #B2BInTech #B2BInProf @leeodden
OpDmized, Socialized, Influencer AcDvated
Image: Shu+erstock

40. #B2BInTech #B2BInProf @leeodden
Content
Planning
Audits
Program
Implementation
Attraction &
Promotion
Performance
Optimization
TopRankMarketing.com
Customer Segments
Inform Personas
Map Topics/
Keywords
to Buying Cycle
Map influencers to
topics & editorial
Optimized Content
Plan (New): Site,
Blog, Social Profiles
& Networks
Off Site Content:
Guest Posts, Byline
Articles, Content
Objects (eBooks,
Infographics, Video,
Reports, Guides)
Content
Amplification
Social Profile
Alignment:
Messaging,
Keywords
Social Media
Influencer
Outreach
Optimize Social
Connections:
Google+,
Authorship,
Twitter, Facebook,
LinkedIn,
YouTube, Flickr
Blog Optimization:
Search, Social
Shares
Social Network
Engagement
Social Channel
Promotions
Influencer
Performance
SEO KPI
Measurement:
Ranking, Referred
Organic Traffic
Keywords, Links,
Share of Search
Results
Social KPI
Measurement:
Brand + Keyword
Mentions, Social
Referred Traffic,
Engagement,
Social Citations,
Sentiment, Share
of Conversation
Content KPI
Measurement:
Page views of
Target Content,
Actions from
Target Content,
Shares,
Engagement, Links
Keyword Audit,
Difficulty &
Glossary
Content & Digital
Assets Audit
Tech SEO Audit
External Link
Audit
Social Media
Audit
Competitive
Audit
Internal and
External
Influencer
Advocates
Keyword Mapping to
Content
Content Creation,
Curation, Repurposing
Influencer
Engagement & Co-
Creation
Content Optimization
WMT Crawl, Page
Speed, Structured
Data, HTML/Code,
URLs, Internal Links
External Link Signal:
Acquisition,
Reclamation,
Disavowal
Digital Asset
Optimization: Image,
Video, Audio, MS
Office Docs, PDFs
Op2mized Content Workflow
Identify program
objectives
Research market,
competition,
current situation
Develop integrated
strategy
Research
audience goals
Define target
audience
segments
Research
influencers
Research topics,
keywords,
messaging themes
Research &
Strategy

41. #B2BInTech #B2BInProf @leeodden
Any B2B Content Can be Influencer OpDmized
Empathy with Customer
Pain
Influencer Content
Keyword Optimized
Topic Focus
CTA
Social Proof & Share
SME Content Community Content
Keyword Optimized
Blog Posts
ArDcles
eBooks
White papers
Case Studies
Newsle+ers
Infographics
Social Content
Text
Images
Audio
Video

42. #B2BInTech @leeodden #B2BInProf
Influencer MarkeDng Tools
• FollowerWonk
• BuzzSumo
• Brandwatch
• Li+le Bird
• GroupHigh
• Traackr

43. #B2BInTech #B2BInProf @leeodden
If you want your
content to be great,
ask influencers to
par2cipate!
@leeodden
Image: Shu+erstock

44. #B2BInTech #B2BInProf @leeodden
Your Challenge: B2B Influencers & Content
IdenDfy an Influencer MarkeDng plavorm and start
incorporaDng influencer engagement in markeDng.
1
2
3
Organize co-created content using a modular approach: it
makes personalizaDon and repurposing easier.
To boost the reach of your co-created content, opDmize with
keywords, promote through social & acDvate with
influencers.
Image: Shu+erstock

45. #B2BInTech #B2BInProf @leeodden
Thank You!
Lee Odden CEO
lee@toprankmarkeDng.com
TopRankMarkeDng.com
TopRankBlog.com
Strategy, ConsulDng, Training
Inquiries:
results@toprankmarkeDng.com
Free Download:
h+p://tprk.us/b2bintechprof