Influencer marketing was one of the biggest marketing trends of 2017 and is showing no signs of slowing down in 2018. Successful influencer marketing requires a strategy and careful planning in order to be successful. Content4Demand, a content creation and content strategy agency, walks through influencer marketing best practices and how it ties into your larger digital strategy. Content4Demand Vice President of Strategy, Dana Harder, and Director of Marketing, Steve Voith, share actual client examples of influencer marketing and weigh in on the most common myths and critical realities of the practice. Viewers will learn: ● The real definition of successful influencer marketing ● See different types of influencer campaign models and approaches (through actual client content samples) ● Common myths (and realities) of influencer marketing strategy

1. CONTENT4DEMAND
Begin with the Buyer

2. CONTENT4DEMAND 2
Marketing Meet Up
Content & Influencer Marketing Best Practices

3. CONTENT4DEMAND 3
Today’s Speakers
Steve Voith
• Director of Marketing & Demand
Generation
• Background in B2B content marketing and
corporate communication
• My favorite thing about San Francisco is…

4. CONTENT4DEMAND 4
Today’s Speakers
Dana Harder
• Vice President of Strategy
• Background in channel marketing, content
development and marketing strategy
• My favorite thing about San Francisco is…

5. CONTENT4DEMAND 5
Content4Demand is a B2B agency specializing in…
Buyer-Focused Strategy and Content Agency
Content Creation for Every Stage of the Buyer’s Journey
Campaign Strategy: Ideation, Planning, Activation & Measurement
Driving Demand Through Buyer-Focused Content & Campaigns

6. 6
Today’s Discussion
PART I
Influencer Marketing
Foundations & Best Practices
PART II
Emerging Influencer Tactics
& Trends
PART III
Q&A
B2B
Influencer
Marketing
In Practice

7. CONTENT4DEMAND 7
Context for Influencer Marketing
Begin with the Buyer

8. 8
Not all content is created equally
Source: 2016 Content Preferences Survey Report, DemandGen Report
Source: 2017 Content Preferences Survey Report, Demand Gen Report
Your buyers have specific needs

9. 9
Source: 2017 Content Preferences Survey Report, Demand Gen Report
Consider the message buyers need to hear

10. CONTENT4DEMAND 10
One of the
best ways
to be more
buyer-
focused?
Influencer
marketing!

11. CONTENT4DEMAND 11
PART I
Influencer Marketing
Foundations & Best Practices

12. CONTENT4DEMAND 12
What makes
influencer marketing
so valuable?
• Adds credibility and clout to
content
• Helps amplify content to target
audiences
• Makes your content and your
brand more authentic
“[Influencer Marketing] opens up an
entirely new world for companies to
connect with increasingly
elusive and discerning
audiences in ways that are more
natural and relatable.”
- Brian Solis, Author, Analyst, Altimeter Group

13. CONTENT4DEMAND 13
The Value of Influencer Marketing
87% of buyers
give credence to
content that
features industry
influencers.
- Demand Gen Report, Content
Preferences Survey, 2017
Influencer marketing
content delivers
11X higher
ROI than traditional
forms of digital
marketing.
- TapInfluence study with Nielsen
Catalina Solutions, 2016
49% of people
say they rely on
recommendations
from influencers
when making
purchase decisions.
- Twitter & Annlect, 2016

14. CONTENT4DEMAND 14
The State of Influencer Marketing
Experimenting | 49% Campaign-Driven | 36%
Ongoing Program | 11%
Integrated Program | 4%
Source: Traackr, TopRank Marketing
Most brands (49%) are still only experimenting with influencer
marketing programs

15. CONTENT4DEMAND 15
Top Goals for Influencer Marketing
• Improve Brand Advocacy (94%)
• Expand Brand Awareness (92)
• Reach New Targeted Audiences (88%)
• Increase Share of Voice (86%)
• Improve Sales Conversion (74%)
• Manage Reputation (68%)
• Drive Lead Generation (67%)
Source: Traackr, TopRank Marketing
The next wave of influencer marketing

16. CONTENT4DEMAND 16
So where do
you start?

17. CONTENT4DEMAND 17
Use
Influencers
to Fuel
Content
Creation
Let influencers
supplement or
write content
for you!

18. CONTENT4DEMAND 18
2 Levels of Influencer-Enhanced Content
Individual Asset
Creation
Long-Term
Engagement

19. CONTENT4DEMAND 19
Influencer Involvement | Asset Creation

20. CONTENT4DEMAND 20
Using Influencers to Fuel Content Creation

21. CONTENT4DEMAND 21
Influencer Involvement | Long-Term Engagement

22. CONTENT4DEMAND 22
Using Influencers to Fuel Content Strategy

23. CONTENT4DEMAND 23
Using Influencers to Fuel Content Strategy

24. CONTENT4DEMAND 24
PART II
Emerging Influencer Marketing
Trends & Tactics

25. CONTENT4DEMAND 25
Micro Approaches to Influencers

26. CONTENT4DEMAND 26

27. CONTENT4DEMAND 27

28. CONTENT4DEMAND 28
Micro
Influencer
Benefits
1. Increased
participation
2. Decreased costs
3. Overall
effectiveness

29. CONTENT4DEMAND 29
Employees as Influencers

30. CONTENT4DEMAND 30
90% of brands
say there are either
pursuing employee
advocacy programs
or have programs
already active
Source: Prophet, State of Social Business;
33% of buyers trust
brands, whereas
90%
trust product or service
recommendations from
people they know

31. CONTENT4DEMAND 31
Product pages and solution overviews

32. CONTENT4DEMAND 32
Think outside the box for influencers

33. CONTENT4DEMAND 33
Customers As Influencers

34. CONTENT4DEMAND 34
• Includes social sharing, online reviews,
brand advocate blog posts, videos,
testimonials and images
• UGC can spike engagement by as
much as 28%
• 92% of consumers trust organic,
user-generated content more than
traditional advertising—this correlates
to the B2B space too
User-Generated Content (UGC)

35. CONTENT4DEMAND 35
4 Types of Authentic Content
Validation
The brand highlights how it’s having a positive impact on a customer’s
business. This can be in the form of customer case studies, references
and social sharing.
Education
The goal is to help current customers use a product or service better.
This can be in the form of company forums, communities or hubs, as
well as brand ambassadors who can help customers troubleshoot
problems.
Dedication
The brand spotlights customers that are the epitome of a success. This
can be in the form of MVP programs, referrals and speaker bureaus.
Inspiration
Brands can turn to their advocates to further grow the relationship and
offerings of the company. This can be in the form of customer advisory
boards and other business collaborations.
produced through
customer advocacy

36. CONTENT4DEMAND 36
A Turnkey Customer Content Example

37. CONTENT4DEMAND 37
A Turnkey Customer Content Example

38. CONTENT4DEMAND 38
Let buyers see and hear influencers

39. CONTENT4DEMAND 39
Auditory Storytelling
Podcasts

40. CONTENT4DEMAND 40
Content’s coolest friend (right now): the Podcast

41. CONTENT4DEMAND 41
Types of
Podcasts
Source: Hubspot, What Video Marketing Metrics Should You Pay Attention To? November, 2017
1. Live Interview
2. “Look Back”
3. Pain Point
4. Review

42. CONTENT4DEMAND 42
A Few Podcast Rules to Live By
• Make it episodic and be consistent with publishing. Pre-production
planning can help you map out the larger story and episodes it can
be broken into.
• Shorter can be better…typical length is between 10 – 60 min (we
recommend 30 minutes max)
• Find opportunities to repurpose. Customer reviews are good
candidates for podcast content
• Influencers are great to include as guests for your podcast

43. CONTENT4DEMAND 43
Wrapping It Up

44. CONTENT4DEMAND 44
The Future of
Influencer
Marketing
Revolves Around
Relationship and
Community
Building
57%of companies believe
influencer marketing will be
integrated in all marketing
activities in three years.
- Traackr, TopRank Marketing

45. CONTENT4DEMAND 45
Final
Takeaways
1. The time is ripe to trial
an influencer campaign
2. Set realistic
expectations for target
influencers
3. Experiment with what
works best for your
audience

46. CONTENT4DEMAND 46
QUESTIONS?
Dana Harder
Vice President of Strategy | Content4Demand
dana@content4demand.com
Melanie Reed
Senior Account Manager | Content4Demand
melanier@content4demand.com
Steve Voith
Director of Marketing | Content4Demand
steve@content4demand.com