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Yourcontentmarketing
machineisbroken
and there’s only one thing that can save it
www.influitive.com
Yearafteryear,B2B
marketersproduce
MOREcontent
51%ofB2Bmarketers
saytheyplantoincrease
theirinvestmentin
contentmarketingover
thenextyear
B2B CONTENT MARKETING: 2016 BENCHMARKS, BUDGETS, AND TRENDS—NORTH AMERICA (CONTENT MARKETING INSTITUTE)
…andyouthrowmore
andmore budgetat
contentcreation
Contentmarketing
makesup25%ofthe
averageB2Bmarketing
budget(ormore)
4 THINGS EFFECTIVE ENTERPRISE MARKETERS GET RIGHT [EXCLUSIVE RESEARCH] – (CONTENT MARKETING INSTITUTE)
Yetallofthiscontent
isn’thavingtheimpact
youexpect
Yourbuyersare
drowningincontent
83% of buyers feel overwhelmed by the
amount of content available to them
2016 CONTENT PREFERENCES SURVEY: DEMAND GEN REPORT
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
“Buyersarenothappywithvendors.
Theircontent[tendstobe]over-technical,
product-centric,andself-serving.”
-DonovanNeale-May,executivedirectoroftheChiefMarketingOfficer(CMO)Council
B2B BUYERS DON’T TRUST VENDORS’ ONLINE CONTENT: CMO COUNCIL
Youraudience
needsAUTHENTIC,
TRUSTWORTHY
content.Itcomes
fromtheirpeers.
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
Consumerbrands
havealreadyfigured
itout
Apple“ShotoniPhone6”
campaign
InsteadoftellingconsumershowgreattheiPhone6
camerawas,Applecollectedphotostakenby
iPhoneusersaroundtheworldandcuratedthose
submissionsdownto77incredibleimagestousein
TV,printandonlineadvertisingcampaigns
GoPro
6,000videosarepostedonlineeachday
byGoProuserswhohavedocumented
theiradventure.Thecompanyuses
thebestintheirmarketinginsteadof
professionally-shotfootage
StarbucksWhite
CupCampaign
Starbucksloverssubmittednearly4,000
photosoftheirdesignsonStarbucks
cupsin3weeks-enoughtofillthe
company’ssocialmediafeedsfor
yearstocome
Didyounotice?
Thereareno professionallyshot
photos,perfectlyfilmedvideo,witty
taglines.Justtheraw,authentic
voiceofthecustomer
“Theinternetandsocialwebhavemadeitpossible
foranyvoicetobeheard...buttobetrulyheardyou
havetobeauthentic.Ifnot,youwillbediscovered,
youwillbeexposed,andyou’llbederided.”
HankBarnes,ResearchVicePresidentatGartner
RADICAL AUTHENTICITY – ITS TIME HAS COME (BUT TIMING COUNTS)
YourB2Bcontentis
NOTauthentic
No,notevenyourperfectlypolished,
beautifullydesignedcasestudies
Yourdirtymarketingfingerprintsare
alloverthem
Stepawayfromthe
keyboard
Ifyouwantuser-
generatedcontent
youneedtoempower
youradvocates
Themessenger:
youradvocates
Enthusiasticcustomerswhoare
willingtosharetheirpositive
experienceswiththeirpeers.
“Advocatemarketingmultiplies
thenumberandreachofvoices
talkingaboutyou—atamuchlower
costthantraditionalchannels.”
FORRESTER REPORT: ADVOCATE MARKETING CREATES B2B CUSTOMER RELATIONSHIPS THAT LAST A LIFETIME
SelfieMarketing
•	Companytalksaboutitself
•	Promotesproducts
•	Fewgo-toreferences
•	Companycontrolsbrand
•	Toomuchnoise
Embraceanewmodel
AdvocateMarketing
•	Customersravetotheirpeers
•	Buildslifelongrelationships
•	Armyofadvocates
•	Customersbuildthebrand
•	Cutthroughthenoise
Advocate
distribution
Theadvocate-drivencontent
marketingstrategy
Advocate-sourced
ideas
Advocate-generated
content
1.Developideas
User-generatedideas
guarantee yourcontent will
resonate with youraudience
TheideaforTouchBistro’s
top-performingpieceof
contentwassuggestedby
thecompany’sadvocates
IPAD POINT-OF-SALE SYSTEM FOR RESTAURANTS
2.Createcontent
Inviteadvocatestoproduce
theirowncontent-andplayan
activeroleincreatingyours
User-generated
contentsaved
$500Kinsupport
costs
K-12 EDUCATION TECHNOLOGY AND GLOBAL NETWORK
3.Distributecontent
Amplify the reachand
authenticityofyour content
through youradvocates’
networks
In4months,advocates
drove50Kuniquevisits
fromsocialsharesto
MongoDB’swebsite
OPEN SOURCE DATABASE SOFTWARE
Advocate-distributed
contentincreasedreach
andengagementby10%
andclicksby5%
TEACHING AND LEARNING SERVICES POWERED BY TECHNOLOGY
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.
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
Contact Us

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