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/

1. @LeeOdden CEO, TopRank Marketing
with Influential Content Experiences

2. @leeodden#5HoursOfContent
Your Presenter
Lee Odden - @leeodden
CEO & Co-Founder
B2B Content – Influence - SEO

3. @leeodden#mprofs
We Create B2B Content Experiences that Inspire

4. @leeodden#5HoursOfContent

5. @leeodden#5HoursOfContent
10,000+
Views 1 Week
Multiple
Consulting Requests
100k+
Influencer Social Reach

6. @leeodden#5HoursOfContent
All B2B Marketing is that Exciting, Right?

7. @leeodden#5HoursOfContent
Not For Everyone

8. Only 23% of CMOs
feel they are producing the
right content and delivering it
at the right time and format.
(eMarketer)

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. @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. @leeodden#5HoursOfContent
Who Do Buyers Trust?
Marketer
Barista

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. @leeodden#5HoursOfContent
Let’s Give Them Trust: Credible, Engaging Content
• Relevant and useful
• Credible and trustworthy
• Experiential
Source: TopRank Marketing for SAP

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. @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. @leeodden#5HoursOfCon
Top Interactive Formats

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. @leeodden#5HoursOfContent
Assessment: Citrix GoToMeeting
https://app.snapapp.com/mvp-meetings-example https://www.youtube.com/watch?v=XfWNwg2ZEOs

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. @leeodden#5HoursOfContent
Interactive White Paper: NetApp
Source: ion interactive

21. @leeodden#5HoursOfCont
B2B Influencer Content
Framwork

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. @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. @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. @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. @leeodden#5HoursOfContent
Framework for Influencer Content: Co-Create
Topic
Collect
Co-Create
Optimize
Promote
Influencers
Publish
Develop Content:

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. @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. @leeodden#5HoursOfContent
Promo Video Featuring Influencers

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. @leeodden#5HoursOfContent
B2B
Interactive Content
Case Study

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. @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. @leeodden#5HoursOfContent
Influencers + Interactive = Results
189%
Increase in views
642%
More engagement

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. @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