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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.

When you subscribe to the idea that everyone is influential about something, especially with their friends, co-workers and social connections, this statistic from Nielsen (83% of consumers trust recommendations from their peers over advertising) becomes very powerful.

Collaborating with influencers on content that the influencers then promote to their subscribing community can become a powerful differentiator for any marketing program.

Of course not all customers use ad blocking and there are incredible opportunities to be realized with sophisticated ad targeting. That’s why when properly executed, influencer content can be leveraged for both organic and paid promotions.

2. Challenge: Information Overload

Consider this: 90% of the world’s data has been created in the last 2 years. That’s 2.5 quintillion bytes of data a day (IBM). In fact, 74gb of media are sent to the average consumer on an average day (USC/ICTM).

The sheer number of choices faced by consumers and general distrust has turned brand marketing into noise for many customers.

Challenge solved: Influencers are Focused. One of the most compelling reasons a person is influential is because of the specificity in the topics they cover. Because of that specialization, buyers anticipate rather than ignore or feel overwhelmed by what their trusted influencers share.

While some influencers distribute their content on multiple channels, their personal brand focus plus consistency and trust equals a signal that buyers pay attention to.

3. Challenge: Google “Hates” SEO

Search Engine Optimization bloggers have been positing this question for 10+ years. With Google algorithm and platform updates including Florida, Panda, Penguin, Hummingbird, Pigeon, RankBrain, Mobile, Possum, Fred and the thousands of launches, live traffic experiments, side-by-side experiments and over 130,000 search quality tests, it makes you wonder: is this all for improving the customer experience or is some of it to thwart SEO?

Challenge solved: Google actually likes influencer content. Another key ingredient to why someone is influential is their credibility and authority. An influencer’s specific expertise and their ability to provide insights, answers and even research based perspectives all deliver on the Google’s expectation that content be useful.

Beyond influencer content being useful, there’s the practice of making content worth linking to. Influencers typically have a subscribed audience, many of which publish themselves. When influencers publish and promote content, it naturally attracts links.

By optimizing content for search and activating influencers, brands can create opportunities to help customers find trusted content and everybody wins.

4. Challenge: Buyers Don’t Trust Brands

Or ads. This is a hard pill to swallow: 42% of consumers distrust brands and 69% distrust advertising according to a study by (Ipsos Connect).

Challenge solved: Influencers are trusted.  A recent study by Fullscreen and Shareblee via MarketingCharts found that nearly 40% of 18-34-year-olds are more likely to trust what an influencer says about a brand than what the brand says about itself. Additionally, Twitter reports that users trust influencers nearly as much as their friends.

Collaborating with influencers on content can bring authenticity, credibility and trust to that content. When influencers share that content, the effect of their audiences’s trust goes even further.

5. Challenge: Content Doesn’t Scale

According to the annual study by Content Marketing Institute and MarketingProfs, some of the top content challenges marketers included: 60% producing engaging content, 57% producing content consistently.

Challenge solved: Creator Influencers are experts at creating content. Influencer content creation and storytelling skills come in many forms: blogging, podcasting, video, images, and sometimes interactive.

Brands can extend the media creation skills of their marketing departments by partnering with creators with specialized skills. In addition to skill, creator influencers have an audience to promote the content to.

6. Challenge: Organic Social is Dead

Not only is Facebook organic reach down 52% (MarketingLand) but declarations that organic reach on Facebook is outright dead for brands are being stated by many credible industry publications, including Digiday.

Challenge (partly) solved: Influencers have optimized social popularity. Influencers create the kinds of signals that social network algorithms reward with higher visibility. Influencers understand what resonates with their audience in terms of topic, content type and promotion. Those same influencers also have an active audience that engages with their shared content. This is a powerful combination for triggering social network algorithms to prioritize influencer content in the feed.

Influencer Marketing is no silver bullet. Neither is content marketing or any kind of marketing approach.

But when influencers are intelligently researched, qualified and engaged during the planning phases of a content marketing program, the benefits of the collaboration can include improved content in a variety of ways:

  • Authenticity – Choose influencers that represent your customers and the resulting message will be a lot more genuine to what buyers actually care about.
  • Variety – Including experts beyond your marketing department can generate a greater span of content ideas.
  • Quality – Tapping expertise can boost the quality beyond what marketing department copywriters might be able to produce.
  • Quantity – Engaging a group of influencers on an ongoing basis can boost the volume of content. Factor in repurposing and you’ll create even more content options without increasing spend.
  • Reach – Trusted, credible experts promoting content can reach audiences that are very difficult to connect with through any other way.
  • Trust – The credibility, expertise and authority of influencers that collaborate with a brand over time can grow trust for the brand.

On top of that, there are efficiency benefits. We have implemented influencer content campaigns where influencers have contributed anywhere from 20% to 80% of the content for the entire campaign.

Then there are the effectiveness benefits. For an organic influencer content campaign, achieving a 50% share rate amongst influencers is impressive. We’ve had many programs with over 100% share rate. Why? By communicating effectively, setting expectations and making content that contributors are proud to be a part of.

The reality is that influencer content programs can deliver value across the entire customer lifecycle, not just awareness. That means improved engagement and conversions.

There are many more challenges for marketing than the six above. I didn’t get into martech shock (too much tech), difficulty in finding qualified marketing candidates, measurement challenges or the implications of the lockdown on data represented by GDPR in the EU and recent attention being given Facebook by lawmakers. But addressing the six above should give the vast majority of marketers reading this an advantage.

Establishing relationships with qualified, capable influencers can bring a tremendous amount of value to a company’s content marketing effectiveness. When influencer marketing is thoughtful, ongoing and properly managed, it becomes a force multiplier that is difficult to duplicate.

Are you planning a content marketing program right now? Who are your best influencers? Who are your best employee advocates? Which industry media do you have the attention of? Which of your customers are most likely to advocate for your brand? Do you know if they are influential? Do you know which of your prospective customers are influential?

Answering these questions can open the door to content marketing success for your brand and mutually valuable relationships with the people that actually influence your customers.

 


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About Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

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Interactive Content Marketing: Why B2B Marketers Should Take Their Content from Boring to Bold

Why B2B Marketers Should Consider Interactive Content

Why B2B Marketers Should Consider Interactive Content

Show of hands, B2B marketers: How many of you know which Hogwarts house you belong in? Or which Disney princess best represents your personality and relationship ambitions?

via GIPHY

Don’t be shy. I’m a Gryffindor wizard through and through—and apparently, I’m more of a Jasmine than an Ariel. And I know all this thanks to the rise of interactive content.

From quirky quizzes to ROI calculators to guided eBooks, interactive content is a rising content marketing star. BuzzFeed is perhaps the most prolific example, creating dozens of quizzes each week that are making their way into social feeds and search results. (And almost all users reportedly finish them).

But why should B2B marketers consider adding interactive content to their mix?

Because B2B is often pegged as bland and boring. And in a crowded content market, not to mention the fact that buyers' content preferences are turning increasingly visual, interactive content is the next evolution.

But if that doesn't convince you, read on for a few more reasons why its time for B2B to embrace interactive content.

#1 – Interactive content is more engaging than static content—for the long-term.

Interactive content may seem a little gimmicky for some marketers—especially those in the B2B space. But the vast majority of marketers who use interactive content agree that it not only grabs attention, but can also hold that attention beyond that initial view.

In fact, according to the Content Marketing Institute (CMI) and Ion Interactive 2017 Interactive Content Study:

  • 87% of marketers agree that interactive content grabs the attention of the reader more effectively than static content
  • 77% of marketers agree that interactive content has reusable value, resulting in repeat visitors and multiple exposures
  • 73% of marketers agree that interactive content, when combined with other more traditional content marketing tactics, enhances message retention among their audiences.

So, if you’re aiming for awareness, engagement, and attention, interactive content holds incredible potential. But I’d also add that this is only true if you deliver quality, relevant content in an interactive format.

As my colleague Josh Nite points out: “[Interactive content is] absolutely designed to grab attention. But if your content provides value—if it’s worth paying attention to—interactive elements can help you bring in an audience.”

[bctt tweet="#InteractiveContent is absolutely designed to grab attention. But if your content provides value—if it’s worth paying attention to—interactive elements can help you bring in an audience. - @NiteWrites" username="toprank"]

#2 – Interactive content can differentiate you from your competitors.

Content has always been a foundational element of B2B marketing. Buyers don’t make hard and fast decisions. Instead, they do their research, weigh their options, and have multiple engagements with sales reps before they sign on the dotted line. Interactive content can help you make an impression and stand out in a crowed, competitive content landscape.

In addition, according to the aforementioned report, just 46% of marketers report using interactive content right now—which was flat year-over-year. And if history is any indicator, I’d wager that interactive content adoption among B2B marketers is far lower since the industry is typically slower to adopt new tactics.

But that won’t always be the case. Harnessing the opportunity right now has the potential to differentiate your B2B brand from the competition early on, showcasing your commitment to innovation.

For example, Prophix, a leading provider of corporate performance management (CPM) software solutions in the FP&A industry, wanted to drive awareness in a unique way around its report on the evolution of financial planning and analysis, as well as its solutions.

By repurposing its original research and adding influencer perspectives, we created an interactive quiz to help empower their audience to "crush" their jobs to succeed now and into the future.

Prophix Crush It Interactive Quiz

This anchor asset, which was promoted using a supporting mix of blog content, social amplification, email, and more, saw a view rate 6-times higher than the benchmark for a similar resource. In addition, the page where it lived garnered 3-times the average share rate. This unique approach to interactive influencer content made Prophix stand out from the competition and deliver a great resource that performed.

#3 – Interactive tools can provide you with exclusive data and analytics.

Savvy marketers are driven by data insights. And many of the interactive content tools you’d leverage for an asset come with their own analytics dashboards, allowing you to get near real-time data on how your audience is interacting and absorbing your content.

For example, Ceros, an interactive content software that simplifies the creation process, provides all the basic KPIs such as visitors, opens, and pageviews, as well as engagement metrics like time spent and interaction clicks. But they also track inbound referrals, social shares, video plays, and outbound link clicks.

Oh, and that data is viewable in its Analytics Dashboard within second of it happening.

Ceros Interactive Content Tool

While traditional analytics platforms and the data within them is invaluable, from my perspective, this more niche data can help uncover some insights that can help you refine your asset on the fly or consider how to improve other content types moving forward.

#4 – Interactive content can drive results at every stage of the funnel.

From educating buyers to creating customer loyalty, interactive content can serve a purpose (and drive results) at every stage of the funnel. Interactive content users report using the tactic for lead generation, lead nurturing, customer retention, and the list goes on.

And interactive is especially powerful, when combined with other tried-and-true content marketing tactics.

To help promote the Influencer Marketing 2.0 report based on research conducted by Traackr, Altimeter Group and TopRank Marketing, we partnered with interactive content platform Ceros to produce an Influence 2.0 interactive infographic.

Influence 2.0

The infographic was promoted via blog posts, social channels, email, and through the influencers that contributed. With calls to action embedded within the interactive infographic, this content succeeded at attracting over 1,700 prospective customers to download the full report with a 43% conversion rate.

What Opportunity Does Interactive Content Hold for Your B2B Brand?

Interactive content is here to stay. But the real opportunity doesn’t lay in the interactivity itself. The real value creation is in the excitement or connection that you can make with your audience, as well as the potential to hold their attention for long enough to engrain your message or inspire action.

[bctt tweet="The real opportunity with #interactivecontent doesn’t lay in the interactivity itself. The real value creation is in the excitement or connection that you can make with your audience. - @CaitlinMBurgess" username="toprank"]

So, B2B marketers. If you’re ready to break away from boring and drive better engagement, interactive content deserves your consideration.

How can you leverage interactive content? Check out our post featuring five ways of making marketing magic with interactive content.

The post Interactive Content Marketing: Why B2B Marketers Should Take Their Content from Boring to Bold appeared first on Online Marketing Blog - TopRank®.

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