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Lee Odden — Break Free of Boring B2B with Influential Content Experiences

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These slides were presented at the SEMrush webinar "5 Hours of Content Marketing | Break Free of Boring B2B with Influential Content Experiences". Video replay and transcript are available at https://www.semrush.com/webinars/5-hours-of-content-marketing-or-break-free-of-boring-b2b-with-influential-content-experiences/

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Lee Odden — Break Free of Boring B2B with Influential Content Experiences

  1. 1. @LeeOdden CEO, TopRank Marketing with Influential Content Experiences
  2. 2. @leeodden#5HoursOfContent Your Presenter Lee Odden - @leeodden CEO & Co-Founder B2B Content – Influence - SEO
  3. 3. @leeodden#mprofs We Create B2B Content Experiences that Inspire
  4. 4. @leeodden#5HoursOfContent
  5. 5. @leeodden#5HoursOfContent 10,000+ Views 1 Week Multiple Consulting Requests 100k+ Influencer Social Reach
  6. 6. @leeodden#5HoursOfContent All B2B Marketing is that Exciting, Right?
  7. 7. @leeodden#5HoursOfContent Not For Everyone
  8. 8. Only 23% of CMOs feel they are producing the right content and delivering it at the right time and format. (eMarketer)
  9. 9. @leeodden#5HoursOfContent •  Quizzes & Assessments •  Product finders •  Interactive & 360 videos •  Interactive reports & Ebooks •  Interactive infographics •  Games & Contests •  Surveys & Polls •  Tools & Calculators B2B Doesn’t Need to Mean “Boring to Boring”
  10. 10. @leeodden#5HoursOfContent Challenges: Buyers Expect More. Trust Less. 81% trust friends/family over business 55% don’t trust companies they buy from 65% don’t trust ads Source: HubSpot Research Trust Survey
  11. 11. @leeodden#5HoursOfContent Who Do Buyers Trust? Marketer Barista
  12. 12. @leeodden#5HoursOfContent Buyers Want to Trust 97% of B2B buyers place a higher emphasis on trust- worthiness of content source. 2019 Content Preferences Report – DGR 95% have a higher preference for credible content from industry influencers. 2019 Content Preferences Report
  13. 13. @leeodden#5HoursOfContent Let’s Give Them Trust: Credible, Engaging Content •  Relevant and useful •  Credible and trustworthy •  Experiential Source: TopRank Marketing for SAP
  14. 14. @leeodden#5HoursOfContent Why Interactive Content? marketers agree that interactive content grabs attention more effectively than static content (CMI) 81% 70% say interactive content is effective at converting site visitors (ion interactive)
  15. 15. @leeodden#5HoursOfContent Influence or Interactive? Why Not Both? Working with influencers to co-create content delivers mutual value. When that content is interactive, it creates an experience that is more engaging and inspires action.” Amisha Gandhi @AmishaGandhi Vice President Influencer Marketing & Communications SAP Procurement “
  16. 16. @leeodden#5HoursOfCon Top Interactive Formats
  17. 17. @leeodden#5HoursOfContent Top Interactive Formats: Top of Funnel 1.  Contests 2.  Games 3.  Quizzes 4.  Interactive Infographics 5.  Assessments Source: Content Marketing Institute and Ion Interactive Images: Dot.vu, CMI
  18. 18. @leeodden#5HoursOfContent Assessment: Citrix GoToMeeting https://app.snapapp.com/mvp-meetings-example https://www.youtube.com/watch?v=XfWNwg2ZEOs
  19. 19. @leeodden#5HoursOfContent Top Interactive Formats: Middle & End of Funnel 1.  Calculators 2.  Interactive White Papers 3.  Interactive eBooks 4.  Interactive Video 5.  Wizards 6.  Product Configurators Source: Content Marketing Institute and Ion Interactive Image: Dot.vu Image: zoominfo
  20. 20. @leeodden#5HoursOfContent Interactive White Paper: NetApp Source: ion interactive
  21. 21. @leeodden#5HoursOfCont B2B Influencer Content Framwork
  22. 22. @leeodden#5HoursOfContent Framework for Influencer Content: CMWorld Topic Collect Co-Create Optimize Promote Influencers Publish https://www.contentmarketingworld.com/greatest-show/index.html
  23. 23. @leeodden#5HoursOfContent Framework for Influencer Content: Topic Topic Collect Co-Create Optimize Promote Influencers Publish Identify Topic and Theme: Content Marketing World 2019 “Content Marketing” Metaphor: “Vintage Big Top” “Greatest Content Marketing Show on Earth” Acts, Audience, Performers, Big Show, Behind the Curtain Keywords: Content Marketing, Experience, Skills, Craft, Expertise, Experts, Learning, Conference, Event, Strategy, Planning, Customers, Creation, Promotion, Measurement
  24. 24. @leeodden#5HoursOfContent Framework for Influencer Content: Influencers Topic Collect Co-Create Optimize Promote Influencers Publish Find Topically Relevant Influencers: Content Marketing World 2019 Speakers “Content Marketing” Keywords: Content Marketing, Experience, Skills, Craft, Expertise, Experts, Learning, Conference, Event, Strategy, Planning, Customers, Creation, Promotion, Measurement
  25. 25. @leeodden#5HoursOfContent Framework for Influencer Content: Collect Topic Collect Co-Create Optimize Promote Influencers Publish Invite Contributions: Map Speakers by Topic to Content Asset: •  Setting the Stage: Content Planning & Strategy •  Gauging the Crowd: Audience Insight •  Picking Props & Partners: Influence & Engagement •  Elevating the Experience: Content Experience Invite Contributions: Email, Phone, In Person, Raven if Necessary
  26. 26. @leeodden#5HoursOfContent Framework for Influencer Content: Co-Create Topic Collect Co-Create Optimize Promote Influencers Publish Develop Content:
  27. 27. @leeodden#5HoursOfContent Framework for Influencer Content: Publish Topic Collect Co-Create Optimize Promote Influencers Publish Publish Content Launch Main Asset: ContentMarketingWorld.com Post Supporting Content: •  Launch Blog Post CMWorld •  Launch Blog Post TopRank Blog
  28. 28. @leeodden#5HoursOfContent Framework for Influencer Content: Promote Topic Collect Co-Create Optimize Promote Influencers Publish Inspire Content Promotion •  Social graphics shared with influencers •  CMWorld brand social channels •  TopRank brand social channels •  Email •  Deep dive interview posts •  Posts featuring content repurposed from main asset •  Promotional videos featuring influencers
  29. 29. @leeodden#5HoursOfContent Promo Video Featuring Influencers
  30. 30. @leeodden#5HoursOfContent Framework for Influencer Content: Optimize Topic Collect Co-Create Optimize Promote Influencers Publish Monitor & Measure •  Monitor performance of main content asset •  Track influencer shares of main URL •  Track performance of blog posts Iterate & Optimize •  Provide less self-promotional social shares to influencers (focus on their peers) •  Created promotional videos to spark renewed attention
  31. 31. @leeodden#5HoursOfContent B2B Interactive Content Case Study
  32. 32. @leeodden#5HoursOfContent Prophix: Interactive Influencer Microsite https://tprk.us/financeai Build industry credibility and engagement on AI + Finance with thought leadership content. Interactive content features AI & Finance Influencer insights via audio + text navigated by using a voice assistant, “Penny”.
  33. 33. @leeodden#5HoursOfContent SEO Data Driven Content & Influencer Topics Keywords Drive Content Topics: AI Finance AI Job Security Data Driven AI AI Adoption Benefits of AI AI Solutions ROI of AI Investment in AI AND Influencer Selection: Jack McCullough Ben Murray James Myers David Talby John Cotlhart Daniel Newman Oliver Christie Christopher Penn Source: TopRank Marketing for Prophix
  34. 34. @leeodden#5HoursOfContent Influencers + Interactive = Results 189% Increase in views 642% More engagement
  35. 35. @leeodden#5HoursOfContent Get Started with B2B Interactive Influencer Content ü  Identify a Customer Solution Topic ü  Pick Interactive Content Type, Story & CTA ü  Identify Influencers & Map to Content ü  Collect Tips, Create Experience & Promote ü Nurture Influencers for Future Engagement
  36. 36. @leeodden#5HoursOfContent Thank You! Time for Q & A Get access to the FIRST ever B2B Influencer Marketing Research Report – June 2020 https://tprk.us/b2bim20rep1 Lee Odden @leeodden lee@toprankmarketing.com CEO & Co-Founder TopRankMarketing.com TopRankBlog.com

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