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CREATE DEMAND & INFLUENCE
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significant driver in their buying decisions.”
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Content Marketing
Business to Business
@leeodden	
  #bmacolorado	
  	
  
Marketing Money is Following the Content
$40Bcontent	
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Custom	
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Content
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Budgets
55%
Source:	
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Image:	
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@leeodden	
  #bmacolorado	
  	
  
Coordinated Posts & Amplication
All	
  Week:	
  Social	
  shares	
  	
  
All	
  Week:	
  Outreach	
  	
  
Mon:	
  Blog	
  Post	
  
Tue:	
  Interview	
  post	
  
Wed:	
  Image	
  quotes/	
  infographic	
  
Thu:	
  Preview	
  
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But what’s a
good process?
@leeodden	
  #bmacolorado	
  	
  
6 Steps to B2B Influencer Content
AWESOME	
  
@leeodden	
  #bmacolorado	
  	
  
1. Influencer Program Goals
WHO IS YOUR AUDIENCE?
Awareness
Engagement
Conversion
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2. Identify, Qualify & Recruit
Research
Engage
Recruit
A brandividual is popular.
An influencer is effective
at creating popularity.
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4. Content Amplification
Quality Travels
Egos are Powerful
Make it Fun
Make it Easy
Compensate
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5. Influencer Content Performance
INFLUENCERS:
Influencer actions
Influencer effects
CONTENT:
Reach & Visibility
Engagement
Shares & Mentions
Leads
Sales
ATTRACT: Discovery
ENGAGE: Consumption
CONVERT: Action
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Feedback
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6. Influencer Relationships
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Takeaways
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THANK YOU!
Lee Odden - @leeodden
lee@toprankmarketing.com
TopRankMarketing.com
MarketingBlog.com
Member:
@BMAMinnesota
$*03@f#D))-Z;)3'

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