Due to my lifelong contempt for math, I’ve been known to struggle with equations – especially complicated ones. For modern marketers, it’s also absolutely critical. Content + Influence = Confluence Given the setting where Lee’s session was delivered – a massive conference with thousands in attendance – it goes without saying that there’s plenty of interest in content marketing right now. It’s a key frontier for B2B content marketers, and the math to support that is simple: By co-creating content with influencers, you can add credibility, subtract from the amount of effort required, and multiply your marketing reach exponentially. Redefining Influencer Marketing The framing of influencer marketing as a tactic driven by celebrities or YouTube stars is outdated, and not especially relevant in the B2B space. This approach is not about attaching your brand’s name to some popular or trendy individual for the sake of basic exposure and positive associations. Empathy, Ask, Reward Incorporating influencers into B2B content marketing might seem like a no-brainer, but how to actually put such a model into action? Empathy: This applies to both the influencer and the audience. What are their goals? Ask: Engage your selected influencers and enlist them to contribute.
Due to my lifelong contempt for math, I’ve been known to struggle with equations – especially complicated ones.
Luckily, understanding the “Confluence Equation,” as broken down by TopRank Marketing CEO Lee Odden at Content Marketing World, is quite straightforward. For modern marketers, it’s also absolutely critical.
Content + Influence = Confluence
Given the setting where Lee’s session was delivered – a massive conference with thousands in attendance – it goes without saying that there’s plenty of interest in content marketing right now.
But you might be surprised to learn that, at least through the lens of Google search trends, interest in influencer marketing has actually surpassed it, and continues to rise rapidly:
Confluence, as Lee refers to it here, represents the intersection of these two strategic initiatives. It’s a key frontier for B2B content marketers, and the math to support that is simple:
By co-creating content with influencers, you can add credibility, subtract from the amount of effort required, and multiply your marketing reach exponentially.
Redefining Influencer Marketing
The framing of influencer marketing as a tactic driven by celebrities or YouTube stars is outdated, and not especially relevant in the B2B space. This approach is not about attaching your brand’s name to some popular or trendy individual for the sake of basic exposure and positive associations.
Instead, Lee asserts, it is entirely about the ability to affect action.
To comprehensively encapsulate what influence should mean for today’s B2B marketers, Lee provided this definition:
Influencer Marketing activates internal and…
COMMENTS