6 Top Marketing Challenges Solved by Influencer Content

Marketing Challenges Solved by Influencer Content

Whether you’re a new Marketing leader at a company in need of establishing wins quickly or part of a growing organization with ambitious revenue goals, the challenges within marketing today are greater than ever.

To help make sense out of these challenges, I’ve listed 6 of the top obstacles to brands achieving effectiveness out of their marketing and how collaborating with influencers on content help solve each problem.

1. Challenge: Ad Blocking

600 million devices are using ad blocking leading to a loss of $22 billion in ad revenue for publishers (PageFair). If buyers don’t ever see your ads, what chance do you have?

Challenge solved: Contrary to ads, influencers are liked and because people pay attention to the influencers they follow, shared brand messages are far more likely to attract and engage buyers.

3 Reasons B2B Marketers Need Optimized & Influencer Activated Content

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We’ve all read the headlines about the death of organic social media and BuzzSumo’s recent report on the huge drop in social sharing reinforces the news that the free for all days of social media are coming to a close. Add to that the distrust of branded content and advertising and it’s easy to see that marketers need to rethink their approach.

If buyers are not engaging with brand social media and content, then where is their attention?

This is not a new question and the way we’ve been finding the answer is through insights about buyer preferences for solutions content: discovery, consumption and action.

How 6 B2B Brands Climbed to New Heights with Content Marketing

Eighty percent of the fastest growing B2B companies employ content marketing, according to data from Mattermark and Drift.com. But not all B2B marketers are seeing fast results.

In fact, the Content Marketing Institute surveyed B2B marketers and found that only 34% of them believe their content marketing strategies were effective or extremely effective. The remaining 66% of B2B marketers feel their content marketing efforts are unsuccessful.

If you’re among those 66 percent-ers, it’s okay. After all, failure is just a stepping stone on the path to success. To help you recalibrate your content strategy for high-flying results, we’ve highlighted how six B2B brands use content marketing to fuel their business and what you can learn from each one.

#1 – Cisco

New Report: 5 Statistics You Need to Know on How Content Influences Purchases

These days there’s no question that great content is a foundational element of any marketing strategy—especially in B2B. In fact, according to Content Marketing Institute’s (CMI) 2017 benchmarking report, 89% of B2B marketers use content marketing to “attract and retain a clearly defined audience—and, ultimately, to drive profitable customer action.”

And thanks to yet another insightful report from CMI—the latter objective is our focus today.

Last week, CMI and SmartBrief released their How Content Influences the Purchasing Process report, featuring data and insights collected from 1,200 SmartBrief subscribers. The aim of the report was to dig into the minds of those who are actually consuming content, and uncover what types of content are most influential,  how decision-makers perceive vendor content, and more.

11 Content Marketing Tips to Build Your B2B Business

As the father of an 8-year-old boy, most of my disposable income is tied up in little plastic bricks. In my house, you’ll find thousands of them in bins, several elaborate sets on display, and a distressing number of the (razor-sharp) things underfoot.

I’m not complaining, really. I have as much fun building with them as he does. And as a marketer, having Lego around is a good reminder of the value of content marketing. Great content can drive marketing goals while providing something of real value to its target audience: The Lego Movie was a 90-minute commercial for Lego, but it was also entertaining and heartfelt. I laughed, I cried, I bought $100 worth of tie-in toys… everybody won.

Hot Content Marketing Topics From Top B2B Brands at #B2BMX

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What makes B2B content marketing hotter than having a conference at a Scottsdale, Arizona resort in February?

How about tips from 10 top B2B brands and industry experts including senior executives from Forrester, Microsoft, Aptos, Lenovo, BrightFunnel, Oracle and Marketo.

In advance of the upcoming B2B Marketing Exchange conference coming up later this month, I reached out to other speakers for practical tips as a preview to their presentations. For fun, I also asked them what their favorite thing is about a February event in Arizona. I know, that’s kind of obvious but this willing group shared some interesting answers.

The One Thing You Must Have for B2B Marketing Success: Be the Best Answer

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While B2B companies are investing in content for marketing, making more content is not creating the windfall of leads that many senior business marketing executives had hoped for. The problem? A lack of insight about what makes better content.

I believe that finding a solution to the “more” vs. “better” challenge starts with customer empathy.

Steve RaysonAs an example, Steve Rayson, director at BuzzSumo and Anders Pink, explained: “The primary motivation of B2B customers is to do their jobs better. Thus, at BuzzSumo we spend a lot of time trying to understand the questions our customers are asking and the issues they are struggling with. We then try to produce helpful content which addresses these concerns.”

Content Marketing: 10 Daily Habits to Create More Powerful Content

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Marketing is a game of inches. We tweak a headline to get fifty more clicks. Add visual interest for ten more subscriptions. Change the button on the landing page to get five more conversions. All the little gains add up over time to generate real results.

Writing more effective copy is a game of inches, too. You don’t write Twilight one week and Moby Dick the next. Instead, every day you can work to be a little bit better than the day before.

The tricky part is if you’re not steadily improving your writing, you’re actively moving backward. There’s no such thing as maintaining the status quo—it’s self-improvement or bust.

The following ten daily habits can help you make steady incremental improvement. Try as many as you can for 28 days, and be amazed at how those daily inches add up.

Ignite Your B2B Content Marketing Effectiveness at #C2C16

B2B Content Marketing Tips from Content2Conversion

The opportunity to surround yourself with top content thought leaders and practitioners is one that you should always take. That’s just what we will be doing February 15 -17 at the 2016 B2B Content2Conversion conference in Scottsdale Arizona.

We’ll be packing our bags and leaving the cold Minnesota climate for warmer weather and three days filled with top-notch B2B content marketing education. But before we dig into that, lets review the current state of content marketing for B2B marketers and why conferences like this are so essential.

A recent Content Marketing Institute study revealed that a full 88% of B2B marketers have adopted some form of content marketing. Go a layer deeper in this same study and you’ll discover that 55% of these same folks are unsure what B2B content marketing effectiveness really looks like. Is it time to pump the brakes on content marketing? Or, are half of B2B marketers simply missing the mark?

B2B Content Marketing Playbook: Tips to Prepare You for the Big Content Game

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The 2015 B2B Marketing Report from Content Marketing Institute and MarketingProfs sheds a pretty bright light on the true state of B2B content marketing. While 86% of B2B marketers are using content marketing, only 8% rate their content marketing efforts as “very effective”. It’s not so different than teams participating in sports like football. Sure, everyone is playing, but who is actually really good at it?

Fundamental blocking and tackling are key for a winning football game. The same can be said for implementing a successful B2B content marketing program: mastery of the fundamentals is essential. With B2B content creation in particular, marketers must be prepared for everything from understanding the voice of the customer to developing the right mix of content assets.

20 B2B Content Marketing Examples and Case Studies for 2015

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We know that 93% of B2B marketers were using content marketing in 2014. That number is up just a tick from 2013 and will likely climb again in 2015. But what does this slow trend mean for content marketers in the B2B world?

It means that it’s time to step up their content game. It’s no longer enough to simply produce “more” content. Now is the time to produce killer content that knocks the competition out of the water.

If you’re looking for great B2B content marketing case studies, we’ve published 11 killer content examples here and 12 more here. We’ve also collected 20 more B2B content marketing examples from the 2015 B2B Content2Conversion conference. Below you will find a brief example from each winning entry including one for TopRank Online Marketing. I think you’ll find some great ideas and inspiration, just like I did.

The Most Important Thing Missing From Your B2B Content: Forrester’s @LauraRamos Tells All #C2C15

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A lot of presentations at this week’s Content2Conversion Conference touched on theories and tactics related to creating customer focused narratives in B2B content. While some marketers might think of incorporating storytelling in their B2B content marketing as a gamble, Laura Ramos of Forrester Research says it’s time to make that gamble. According to Laura, it’s time to double down on the one key element missing in most B2B content: Storytelling.

B2B Marketing lacks enthusiasm and capability to use storytelling to connect with buyers, Laura said. It’s time to tell stories and it’s time to understand the power that storytelling has on your audience.