THIS is how influencer marketing boosts b2b content marketing strategy.
The last decade or so has witnessed a remarkable expansion and transformation in b2b marketing. Content marketing has emerged as the cornerstone of strategies aimed at engaging, educating, and converting discerning B2B audiences. Businesses have recognised the immense potential of valuable, industry-specific content to establish authority, drive demand and boost organic search rankings. However, while content is undoubtedly king, its journey from creation to impactful ROI is not without challenges.
A recent study of b2b tech buyer behaviour from IDC found that only 13% of tech buyers stated that a .pdf case study was a useful information format, compared to 33% who preferred interactive content. Moreover, professionals are increasingly turning to platforms like LinkedIn, YouTube, and Substack to seek information and make business decisions. According to Ogilvy’s latest research, 90% of industry marketers view B2B influencers as a vital source for staying updated within their respective fields. An even more surprising 57% cited influencers as their main source of daily information.
The b2b buyer’s journey is no longer dominated by the ‘Google search-to-company-website’ path. Great ideas and information buried amongst a well-produced but relatively mundane whitepaper is no longer a winning content marketing strategy.
Enter B2B influencer marketing, a dynamic force reshaping the landscape for content marketing. As B2B brands have discovered, high-quality content such as eBooks are a substantial investment, and yet without innovative distribution and promotion, even the best content remains unseen.
So how can influencers and key opinion leaders help brands evolve their content marketing and distribution strategies?
We outline two ways below:
Sharing B2B Content Like Never Before
B2B influencer marketing can breathe new life into content marketing by having influencers share your brand’s existing whitepapers, reports, company announcements, and/or product releases. This often includes a post, series of posts, blog or vlog from an influencer which includes the content itself or links back to it. What’s different about this approach is the influencer’s authentic and personal endorsement of the content, which may highlight key points that resonate with them or their audience.
An example is this post by Sabine VanderLinden:
Key opinion leaders are known for their expertise and authority in specific niches. Having them promote content means they have the potential to reach people who may not engage with your brand organically on social platforms. It’s important to note that the goal here isn’t to suggest that influencers have broader reach potential on their posts than paid display or social media activity. Instead, the point is that their reach is highly targeted and can cut through the noise in B2B buyers’ social media feeds in a way that paid efforts cannot. Influencer marketing fills the gaps left by both paid and earned channels, offering a complementary approach to content amplification.
It represents a modern form of PR, enriched with social metrics that traditional trade publications simply cannot match. See the example by Amber Shand below.
Crafting shareable, potentially viral content has always been a goal for B2B marketers. Partnering with influencers introduces a new strategy and framework for achieving that objective.
Content Creation with B2B Influencers and Creators
Promotion of industry-leading research or ‘hero’ content is great, but what if brands do not have that at the ready? In this case, B2B influencer marketing also offers the opportunity to collaborate with influencers and creators to produce content from scratch. Essentially, this is content marketing when brand’s have something to say, but need help saying it. Examples of how this can be done below:
Diversified Content Formats:
Influencers come from diverse backgrounds and may specialise in various content formats such as podcasts or video. If you’re looking to explore new content formats to engage your audience, collaborating with influencers who excel in these areas can be a game-changer. Oftentimes these collaborations take existing content like product updates or whitepapers and reinvent them for a more engaging medium. Crucially, the source knowledge and ideas for the content are the same, saving brand marketers the time and money required for research, development and planning.
Leveraging Influencer Expertise:
Influencers bring a wealth of industry-specific knowledge and expertise to the table. By working closely with them, you can tap into their insights and ensure that your content resonates with your target audience. Why not have them be both a contributor to your whitepaper or ebook as well as have them become a distribution channel? Or perhaps have them feature one of your brand executives on a podcast or live Q&A? Creators can be a practical solution for thought leadership where and when a brand’s internal resources are lacking. Here is an example by Ronald van Loon
Testing New platforms:
Staying ahead of a rapidly changing digital landscape often means embracing new platforms like TikTok. If your B2B brand is looking to expand its presence on emerging platforms, partnering with influencers who have a strong presence there can provide a valuable foothold. They understand the platform’s nuances and can help you navigate the terrain effectively.
@corporate.bro If a deal isn't in the CRM does it even exist? #mondaysalesCRM #GhostDeal #saleslife #SalesRep
♬ original sound - Corp
To summarise, B2B influencer marketing campaigns have the potential to enhance and evolve B2B brand’s content marketing strategies. Whether it’s amplifying existing content or co-creating fresh, engaging materials, influencers play a pivotal role in connecting your brand with your target audience.
