B2B Marketing presentation on co-created influencer content marketing by Lee Odden of TopRank Online Marketing given at BMA Colorado keynote event.

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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

3. @leeodden
#bmacolorado
Marketing Money is Following the Content
$40Bcontent
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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6. !<##)%%#&'=>3,;)<)/,%)''
B2B Marketers Do More – With Less!
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Buyers Trust Experts & Influencers
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10. !<##)%%#&'=>3,;)<)/,%)''
Discover
Consume
Act
Attract Engage Convert

11. !<##)%%#&'=>3,;)<)/,%)''
3 REAL Examples of B2B Co-Created Content

12. !<##)%%#&'=>3,;)<)/,%)''
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13. !<##)%%#&'=>3,;)<)/,%)''
Repurposed Influencer Content
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Approach
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31 B2B Marketing Influencers

17. !<##)%%#&'=>3,;)<)/,%)''
Co-Created Content Process
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18. !<##)%%#&'=>3,;)<)/,%)''
SlideShare Visibility
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19. !<##)%%#&'=>3,;)<)/,%)''
Long Term – Long Tail Benefits

20. !<##)%%#&'=>3,;)<)/,%)''
Co-Creation Creates Experiences

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22. !<##)%%#&'=>3,;)<)/,%)''
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23. !<##)%%#&'=>3,;)<)/,%)''
Approach
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24. !<##)%%#&'=>3,;)<)/,%)''
Brand Influencer Involvement

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Influencer Content Assets

26. !<##)%%#&'=>3,;)<)/,%)''
Influencer Content Assets

27. !<##)%%#&'=>3,;)<)/,%)''
Tap Into Search Demand
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Tap Into Social Media Demand
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29. @leeodden
#bmacolorado
Coordinated Posts & Amplication
All
Week:
Social
shares
All
Week:
Outreach
Mon:
Blog
Post
Tue:
Interview
post
Wed:
Image
quotes/
infographic
Thu:
Preview

30. !<##)%%#&'=>3,;)<)/,%)''
KPIs and Outcomes
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31. !<##)%%#&'=>3,;)<)/,%)'' !<##)%%#&=>3,;)<)/,%)''
But what’s a
good process?

32. @leeodden
#bmacolorado
6 Steps to B2B Influencer Content
AWESOME

33. @leeodden
#bmacolorado
1. Influencer Program Goals
WHO IS YOUR AUDIENCE?
Awareness
Engagement
Conversion

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Constituent Goals
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35. !<##)%%#&'=>3,;)<)/,%)''
2. Identify, Qualify & Recruit
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Engage
Recruit
A brandividual is popular.
An influencer is effective
at creating popularity.

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37. !<##)%%#&'=>3,;)<)/,%)'' !<##)%%#&=>3,;)<)/,%)''
3. Content Co-Creation
Modular
Topics
Media Mix
Collect
Humor
Persistence

38. !<##)%%#&'=>3,;)<)/,%)''
Herding Cats: Collect & Create
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39. !<##)%%#&'=>3,;)<)/,%)''
4. Content Amplification
Quality Travels
Egos are Powerful
Make it Fun
Make it Easy
Compensate

40. !<##)%%#&'=>3,;)<)/,%)''
5. Influencer Content Performance
INFLUENCERS:
Influencer actions
Influencer effects
CONTENT:
Reach & Visibility
Engagement
Shares & Mentions
Leads
Sales
ATTRACT: Discovery
ENGAGE: Consumption
CONVERT: Action

41. !<##)%%#&'=>3,;)<)/,%)'' !<##)%%#&=>3,;)<)/,%)''
Feedback
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Refer them business
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6. Influencer Relationships

42. !<##)%%#&'=>3,;)<)/,%)''
Takeaways
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43. !<##)%%#&'=>3,;)<)/,%)'' !<##)%%#&=>3,;)<)/,%)''
THANK YOU!
Lee Odden - @leeodden
lee@toprankmarketing.com
TopRankMarketing.com
MarketingBlog.com
Member:
@BMAMinnesota
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