create demand and influence with co-created content for b2b marketing
TRANSCRIPT
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CREATE DEMAND & INFLUENCE with Co-Created Content
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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
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@leeodden #bmacolorado
Marketing Money is Following the Content
$40B content spend
Custom Content Council
Content Marketing Budgets
55%
Source: CMI / Marke0ngProfs
Image: Shu8erstock
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Information Overload?
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Standing Out is Tough
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B2B Marketers Do More – With Less!
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Buyers Trust Experts & Influencers
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Discover
Consume
Act
Attract Engage Convert
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3 REAL Examples of B2B Co-Created Content
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Repurposed Influencer Content
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MarketingProfs MarketingProfs
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Approach
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31 B2B Marketing Influencers
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Co-Created Content Process
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SlideShare Visibility Z/-'$&+&F%%S'@&\iHiiij'V@#Q9'kHiiij'9);@,<'96,/#9'
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Long Term – Long Tail Benefits
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Co-Creation Creates Experiences
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Content Marketing Institute
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Approach
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Brand Influencer Involvement
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Influencer Content Assets
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Influencer Content Assets
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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?
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@leeodden #bmacolorado
6 Steps to B2B Influencer Content
AWESOME
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@leeodden #bmacolorado
1. Influencer Program Goals
WHO IS YOUR AUDIENCE?
AwarenessEngagementConversion
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2. Identify, Qualify & Recruit
ResearchEngageRecruit
A brandividual is popular.
An influencer is effective at creating popularity.
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3. Content Co-Creation
ModularTopicsMedia Mix
CollectHumorPersistence
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Herding Cats: Collect & Create
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4. Content Amplification
Quality TravelsEgos are Powerful
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
Refer them businessCite in the media
6. Influencer Relationships
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Takeaways
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THANK YOU!
Lee Odden - @leeodden [email protected]
TopRankMarketing.com MarketingBlog.com
Member: @BMAMinnesota
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