By Lee Odden

Influencer Marketing is a fast growing discipline for B2B marketers and while many brands view it as a stand alone tactic, mature marketers realize that influence can play a role across the customer lifecycle in virtually any business communication, content type or publishing channel.

There’s plenty of evidence to show that business customers do not limit their information discovery and consumption to single communication channels or content types. Neither should business marketers. That’s why savvy B2B marketers integrate influencer content across marketing disciplines from ABM to Public Relations to SEO to create the kinds of customer experiences that create credibility, reach and engagement.

To truly take full advantage of all the benefits greater influence can bring a B2B marketing effort in 2021, it’s important to understand how successful marketers are integrating influencer content with other marketing, the best practices they use and what a successful influencer content integration effort looks like.

Content Optimized for Findability and Credibility

According to our research from the State of B2B Influencer Marketing Report, the vast majority of B2B marketers integrate influencer marketing with social media (90%) and content marketing (83%) activities. As B2B marketing moves entirely online as a result of the pandemic, another influencer integration opportunity exists: SEO. When marketers integrate the findability of SEO with the credibility of content that is influencer activated, it helps B2B brands become the best answer for  topics they want to be known for and that customers care about.

The Value of Influencer Content Integration

“When brands have trusted experts to tap for insights, content and advocacy, the contribution to customer experience can be significant. More than ever, buyers are pulling themselves through the sales cycle with digital information in a variety of formats and channels.

To meet customer demand for relevant content where they want it, B2B brands that run influencer marketing programs are integrating influencer content with other marketing activities from social media marketing and content marketing to public relations and SEO.

Whether influencer content is customized or repurposed for the different channels where customers consume content, the result is a better experience for the buyer and for the brand.”

Ann Handley, Chief Content Officer at MarketingProfs:

So what does an integrated B2B influencer marketing program look like?

Let’s take a look at how Cherwell Software’s integrated influencer content approach helped them reach millions and generate a 342% better click through rate on their content.

The credibility and continuity of a brand’s message can be the difference between marketing success and failure. When a B2B brand needs to pivot its message, building trust and being seen in all the channels where customers are, is essential.

As a tech company transitioning its messaging and focus from ITSM towards digital transformation, Cherwell Software sought to accelerate their credibility within the industry with an influencer marketing campaign focused on helping the target audience …read more

Source:: Top Rank Blog

Author: Aaron