Lee Odden

Where to Learn About Influencer Content Marketing in Europe & the U.S.

influencer content marketing
As a fast growing content marketing agency, especially when it comes to working with influencers, TopRank Marketing has experienced great growth this year working with new clients in the U.S. and abroad.

To continue building awareness of the great work my team has been doing and to share the insights I’ve learned as an active practitioner and strategist, I will be giving keynotes, solo presentations and workshops in 4 different countries over a 60 day period during October and November. Of course I will be joined by an excellent cadre of talented and experienced marketing speakers covering a range of topics, so each event is a great opportunity to learn, network and get inspired for 2017.

Speaking of conferences, if you really want to get the most out of attending an industry conference, I highly recommend this advice. Learning and networking are only two of the top 5 ways to realize ROI from conference expenses, so it’s worth checking out that post to find out what the other 3 are.

DIGITAL 2016 Riga
October 13, 2016

Digital 2016 – Riga, Latvia
This is the biggest Baltic Social Media and Digital Marketing Conference and the event will be my first time in Latvia. The best part is that my longtime pal Rebecca Lieb will be presenting as well as giving a workshop, “The New Marketing Equation”.

Solo presentation: The Power of Influence in Content Marketing
One of the most popular trends in marketing is content marketing, but many companies are challenged to create a variety of engaging content on a consistent basis. This presentation will provide a framework for digital marketers to scale quality content creation by partnering with internal and external influencers.

Attendees of this presentation will learn:

  1. How to identify, qualify and recruit influencers for content programs
  2. An influencer content marketing framework
  3. Best practices for influencer content + SEO, Social and repurposing

Workshop: How to Win at Marketing with Influencer Content Integration
Challenged by information overload, increasing use of ad blocking and limited resources, successful content marketers are partnering with industry influencers to co-create a variety of meaningful content that reaches more relevant audiences with greater credibility. This workshop provides a 6 step influencer content framework ranging from planning to measurement and 3 essential use case scenarios for integrating influencers with brand content marketing programs.

MarketingProfs B2B Forum
October 18-22, 2016

MarketingProfs B2B Forum – Boston, MA
This is one of my all-time favorite B2B marketing conferences. You know when you’re at an event and there is so much resonance with the people, presentations and overall vibe that you find yourself thinking, “These are my people!” That’s MPB2B. I’m looking forward to seeing amazing speakers like Ann Handley and Andrew Davis as well as spending time with our clients like Jason Miller of LinkedIn, Pierre-Loic Assayag of Traackr, Carlos Gil from BMC Software, Amy Higgins from ZOZI and a few more new clients we haven’t announced yet.

Solo Presentation: Sexy Hot B2B Influencer Activation
The art and science of romancing B2B industry influencers to collaborate, co-create and advocate content using leading influencer marketing tools.

This session is for B2B marketers that want to understand how romancing influencers can help scale quality content that is credible, trusted and amplified by contributors to their networks. From establishing an influencer recruiting strategy and outreach to content collection and repurposing to ongoing influencer relationship management and metrics, this session will highlight processes and tools for a successful influencer marketing program.

At the end of this session attendees will be able to:

  1. Begin a workable influencer content and relationship strategy
  2. Understand different types of influencer marketing platforms
  3. Use process and best practices recommendations to engage and activate influencers

Webinar
November 3, 2016

MarketingProfs Webinar – Online
I only do a few webinars a year and when MarketingProfs asked me to do this one right after the B2B Forum, how could I say no? Plus Allison Dowd is a pleasure to work with.

Presentation: How to Demystify Influencer Marketing with Content
Studies from CMI and MarketingProfs report marketers are challenged to create a variety of engaging content on a consistent basis. At the same time, the rise of ad blocking technology and buyer distrust of brand communications has created significant challenges. How can marketers scale quality content creation while increasing reach and engagement? Influencer content programs tap voices in the industry that buyers trust and aligns with brands to deliver on both thought leadership and customer acquisition goals. While there are many opinions and approaches to influencer marketing, there are three proven approaches B2B marketers can take to satisfy buyers across the sales experience.

Key takeaways from this presentation include:

  • Use cases for influencer content programs
  • How to use a modular approach to influencer micro-content
  • Engage influencers to create 75% or more of your campaign content
  • Develop an influencer community and relationships that scale quality content for marketing

SMXL Milan 2016
November 7-9, 2016

SMXL – Milan, Italy
My longtime search marketing pal Massimo Burgio reached out about this event that, thanks to some generous sponsorship from the likes of Microsoft, was able to fly at least one or more Americans over including Avinash Kaushik and Adam Singer from Google. Adam is TopRank Marketing alumni and it is impressive how well he’s done as an Analytics Advocate at Google.

Keynote: Be the Best Answer: A Strategic Approach to Content Marketing
With billions of internet connected devices, today’s customers can find information just about anywhere, anytime, driving more companies to invest in content marketing. The problem is, consumers are overloaded with information and increasingly numb to brand content. Through best practices and examples, this presentation will illustrate role of content marketing integrated with search, social and influence, so that brands can become the best answer for their customers, without spending the biggest budget.

Content Marketing and Web Editing Conference
November 17, 2016

Congress Content Marketing & Web editor – Utrecht, The Netherlands
This event has a famous “in the round” stage and I’ve always found the Dutch to be a smart and welcoming audience. While I’m in the area, hopefully I’ll get to see Cor Hospes, Tristan Lavender, Bas van den Beld, or AJ Huisman.

Keynote: Be the Best Answer: Content and Influence Integration
Much of content marketing is campaign driven, fragmented and not trusted by audiences. A customer centric approach to content co-created with influencers empathizes with the buyer journey from discovery to engagement to action and positions the brand in a credible way as “the best answer” where and when buyers are looking. But what does a Best Answer strategy look like and where should senior content marketing executives start?

This keynote presentation will provide 4 essential steps for an integrated approach to content that is co-created with influencers, optimized, socialized and publicized in a way that makes brand content more relevant, credible, easy to find and actionable.

If you will be attending these events in Europe, in Boston or Online, be sure to say hello. I hope to see you there!

My 2017 speaking slots are going fast with 6 events scheduled between January and April. If you think I would be a good fit for a conference or workshop you have planned in 2017, please let me know.

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About Lee Odden

@LeeOdden is the CEO of TopRank Marketing and editor of Online Marketing Blog. Cited for his expertise by The Economist, Forbes and the Wall Street Journal, he's the author of the book Optimize and presents internationally on integrated content, search, social media and influencer marketing. When not at conferences, consulting, or working with his talented team, he's likely on a beach somewhere doing absolutely nothing.