By Lane Ellis

How can B2B brands bring greater personalization to content experiences, and why is personalized content more important than ever?

Personalization has increasingly become one of the most successful methods for creating content that B2B audiences want to engage with, and when context experiences are delivered by industry subject matter experts — or influencers and creators, if you prefer — personal connections occur and more often than not they help drive results.

59 percent of marketing professionals have said that they plan to increase their budget and resource allocation for influencer-created content in 2024, behind only online video and video streaming on the list of media channels expected to grow the most next year, while 59 percent expect greater spending for social media stories, according to newly-published Kantar report data, as we covered in a recent edition of our Elevate B2B Marketing Friday News.

An additional recent survey from Ogilvy paints an even brighter future for B2B influencer marketing, revealing that 75 percent of B2B marketers are investing in influencer marketing, with 93 percent planning to use B2B influencers even more in the coming year.

Influencer marketing spending is also expected to grow by 14 percent this year, while spending on influencer-sponsored social media content in the U.S. is expected to expand some 3.5 times faster than traditional social media advertising spending, according to recently-published forecast data.

Additionally, eight out of ten social media marketers recently indicated that they view influencer marketing as an essential strategy component, with 70 percent having received the most impact from macro-influencers who have between 100,000 and one million followers, while 52 percent of brands noted using a dedicated influencer marketing platform — three of numerous statistics of interest to B2B marketers contained in recently-published Sprout Social influencer marketing report findings.

Let’s take a look at the special power of B2B influencer marketing when it comes to building more personalized interactions both online and in person.

1 — Tap Industry Experts

A fundamental element of B2B influencer marketing is finding and working with the most relevant industry experts in a brand’s particular industry.

B2B brands have increasingly turned to influencer marketing, and a primary reason why has been the ability of expert industry influencers to help promote content that gives audiences the best answers to their most pressing challenges.

With influencer marketing, B2B brands can not only deliver relevant best-answer content, but do so through social media interactions that build trust and instill confidence.

As we explored recently in “B2B Content Revolution: Why Personalization Matters for Engaging Your Audience,” personalization is a great way to create marketing that resonates with your most valuable B2B buyers.

“The more you know about your audience, the more you can tailor content to them based on facts, not just speculation.” — Joshua Nite @NiteWrites
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Finding the right B2B influencers is key, and brands that rely primarily or even exclusively on an influencer’s overall follower counts instead of their …read more

Source:: Top Rank Blog

Author: Aaron