The document discusses how B2B marketers are increasingly investing more budget in content marketing but this content is not having the expected impact and buyers feel overwhelmed by the amount of content. It argues that user-generated content from advocates/customers is more authentic and trusted. It advocates using an advocate marketing approach where advocates generate ideas, create content and help distribute the content through their own networks, which can increase reach and engagement. The document provides examples of how some companies have successfully used advocate marketing and generated content.

1. Yourcontentmarketing
machineisbroken
and there’s only one thing that can save it
www.influitive.com

2. Yearafteryear,B2B
marketersproduce
MOREcontent

3. 51%ofB2Bmarketers
saytheyplantoincrease
theirinvestmentin
contentmarketingover
thenextyear
B2B CONTENT MARKETING: 2016 BENCHMARKS, BUDGETS, AND TRENDS—NORTH AMERICA (CONTENT MARKETING INSTITUTE)

4. …andyouthrowmore
andmore budgetat
contentcreation

5. Contentmarketing
makesup25%ofthe
averageB2Bmarketing
budget(ormore)
4 THINGS EFFECTIVE ENTERPRISE MARKETERS GET RIGHT [EXCLUSIVE RESEARCH] – (CONTENT MARKETING INSTITUTE)

6. Yetallofthiscontent
isn’thavingtheimpact
youexpect

7. Yourbuyersare
drowningincontent
83% of buyers feel overwhelmed by the
amount of content available to them
2016 CONTENT PREFERENCES SURVEY: DEMAND GEN REPORT

8. Theydon’ttrustwhatyou’re
crankingout
(Only 9% of B2B buyers say they trust vendor
content like white papers)
B2B BUYERS DON’T TRUST VENDORS’ ONLINE CONTENT: CMO COUNCIL

9. “Buyersarenothappywithvendors.
Theircontent[tendstobe]over-technical,
product-centric,andself-serving.”
-DonovanNeale-May,executivedirectoroftheChiefMarketingOfficer(CMO)Council
B2B BUYERS DON’T TRUST VENDORS’ ONLINE CONTENT: CMO COUNCIL

10. Youraudience
needsAUTHENTIC,
TRUSTWORTHY
content.Itcomes
fromtheirpeers.

11. It’scalled
user-generated
content(UGC)
Learn how you can bring UGC to your B2B
content strategy in this how-to guide:
Skip ahead to download the eBook or keep
clicking to learn more

12. Consumerbrands
havealreadyfigured
itout

13. Apple“ShotoniPhone6”
campaign
InsteadoftellingconsumershowgreattheiPhone6
camerawas,Applecollectedphotostakenby
iPhoneusersaroundtheworldandcuratedthose
submissionsdownto77incredibleimagestousein
TV,printandonlineadvertisingcampaigns

14. GoPro
6,000videosarepostedonlineeachday
byGoProuserswhohavedocumented
theiradventure.Thecompanyuses
thebestintheirmarketinginsteadof
professionally-shotfootage

15. StarbucksWhite
CupCampaign
Starbucksloverssubmittednearly4,000
photosoftheirdesignsonStarbucks
cupsin3weeks-enoughtofillthe
company’ssocialmediafeedsfor
yearstocome

16. Didyounotice?
Thereareno professionallyshot
photos,perfectlyfilmedvideo,witty
taglines.Justtheraw,authentic
voiceofthecustomer

17. “Theinternetandsocialwebhavemadeitpossible
foranyvoicetobeheard...buttobetrulyheardyou
havetobeauthentic.Ifnot,youwillbediscovered,
youwillbeexposed,andyou’llbederided.”
HankBarnes,ResearchVicePresidentatGartner
RADICAL AUTHENTICITY – ITS TIME HAS COME (BUT TIMING COUNTS)

18. YourB2Bcontentis
NOTauthentic
No,notevenyourperfectlypolished,
beautifullydesignedcasestudies
Yourdirtymarketingfingerprintsare
alloverthem

19. Stepawayfromthe
keyboard
Ifyouwantuser-
generatedcontent
youneedtoempower
youradvocates

20. Themessenger:
youradvocates
Enthusiasticcustomerswhoare
willingtosharetheirpositive
experienceswiththeirpeers.

21. “Advocatemarketingmultiplies
thenumberandreachofvoices
talkingaboutyou—atamuchlower
costthantraditionalchannels.”
FORRESTER REPORT: ADVOCATE MARKETING CREATES B2B CUSTOMER RELATIONSHIPS THAT LAST A LIFETIME

22. SelfieMarketing
• Companytalksaboutitself
• Promotesproducts
• Fewgo-toreferences
• Companycontrolsbrand
• Toomuchnoise
Embraceanewmodel
AdvocateMarketing
• Customersravetotheirpeers
• Buildslifelongrelationships
• Armyofadvocates
• Customersbuildthebrand
• Cutthroughthenoise

23. Advocate
distribution
Theadvocate-drivencontent
marketingstrategy
Advocate-sourced
ideas
Advocate-generated
content

24. 1.Developideas
User-generatedideas
guarantee yourcontent will
resonate with youraudience

25. TheideaforTouchBistro’s
top-performingpieceof
contentwassuggestedby
thecompany’sadvocates
IPAD POINT-OF-SALE SYSTEM FOR RESTAURANTS

26. 2.Createcontent
Inviteadvocatestoproduce
theirowncontent-andplayan
activeroleincreatingyours

27. User-generated
contentsaved
$500Kinsupport
costs
K-12 EDUCATION TECHNOLOGY AND GLOBAL NETWORK

28. 3.Distributecontent
Amplify the reachand
authenticityofyour content
through youradvocates’
networks

29. In4months,advocates
drove50Kuniquevisits
fromsocialsharesto
MongoDB’swebsite
OPEN SOURCE DATABASE SOFTWARE

30. Advocate-distributed
contentincreasedreach
andengagementby10%
andclicksby5%
TEACHING AND LEARNING SERVICES POWERED BY TECHNOLOGY

31. Here’showtoget
started
Share this how-to guide with your content team.
Each chapter was written by a B2B marketer who
has put user-generated content at the heart of
their content strategy.

32. 4.6 / 5
4.69 / 5
4.9 / 5
Amplify your customers’ voices
with Influitive’s advocate
marketing platform.
Createpowerful,advocate-generatedcontentthat
resonateswithbuyersandincreasesyourbrand’sreach
www.influitive.com
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