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Influencer & Content Marketing: Solving the Confluence Equation with Lee Odden

Due to my lifelong contempt for math, I’ve been known to struggle with equations – especially complicated ones.

Luckily, understanding the “Confluence Equation,” as broken down by TopRank Marketing CEO Lee Odden at Content Marketing World, is quite straightforward. For modern marketers, it’s also absolutely critical.

Content + Influence = Confluence

Given the setting where Lee’s session was delivered – a massive conference with thousands in attendance – it goes without saying that there’s plenty of interest in content marketing right now.

But you might be surprised to learn that, at least through the lens of Google search trends, interest in influencer marketing has actually surpassed it, and continues to rise rapidly:

Confluence, as Lee refers to it here, represents the intersection of these two strategic initiatives. It’s a key frontier for B2B content marketers, and the math to support that is simple:

By co-creating content with influencers, you can add credibility, subtract from the amount of effort required, and multiply your marketing reach exponentially.

Redefining Influencer Marketing

The framing of influencer marketing as a tactic driven by celebrities or YouTube stars is outdated, and not especially relevant in the B2B space. This approach is not about attaching your brand’s name to some popular or trendy individual for the sake of basic exposure and positive associations.

Instead, Lee asserts, it is entirely about the ability to affect action.


Unless an influencer can help you facilitate some business outcome, then what’s the point? @leeodden #CMWorld
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To comprehensively encapsulate what influence should mean for today’s B2B marketers, Lee provided this definition:

Influencer Marketing activates internal and industry experts with engaged networks to co-create content of mutual value and achieve measurable business goals.

An influencer could be a celebrity, sure. It could also be a recognizable executive within your industry. Or a knowledgeable and outspoken employee at your company. It could even be you.

And these influencers can be very powerful as content conduits. As evidence, Lee cites these data points from the 2018 Content Preferences Report:

  • 78% of B2B buyers place a higher emphasis on trustworthiness of content source
  • 65% have a higher preference for credible content from industry influencers

When you think about the gravity of B2B purchase decisions, which can often involve thousands if not millions of dollars, it’s easy to see why the heightened impact of this content matters – a lot.

Lee offered examples of TopRank Marketing client programs to demonstrate this, including a campaign for IT service management company Cherwell that drove 22% revenue growth, and one for content planning platform DivvyHQ that surpassed its lead gen goal by 550%.

He also offered a practical framework for a building a sustainable engine of influencer-driven content.

Empathy, Ask, Reward

Incorporating influencers into B2B content marketing might seem like a no-brainer, but how to actually put such a model into action? First, you need to identify relevant influencers for your niche or campaign, which can be accomplished through software such as BuzzSumo, Traackr and Onalytica. Then, Lee says it’s all about three letters: E.A.R.

Empathy: This applies to both the influencer and the audience. What do they want? What do they need? What are their goals? This can direct your outreach for the next step.

Ask: Engage your selected influencers and enlist them to contribute. Naturally, you’ll need to frame the benefit for them to participate.

Reward: Even prominent “Tier 1” influencers may see intrinsic value in having their expertise exhibited to new audiences, or having their content appear alongside other highly respected authorities. But if that isn’t a strong enough incentive, or if you’re asking for a heavier lift (e.g., longform content creation or hosting a webinar), Lee suggests offering compensation to make it worth their while.

By successfully applying the E.A.R. framework, and working continually to nurture your influencers – “I can’t stress enough the value of an always-on approach to maintain relationships,” says Odden – you can develop a fruitful long-term strategy with reliable influencers who not only contribute consistently, but advocate and recruit others.

It doesn’t take a math whiz to see the immense value in that equation.


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© Online Marketing Blog – TopRank®, 2018. |
Influencer & Content Marketing: Solving the Confluence Equation with Lee Odden | https://www.toprankblog.com

The post Influencer & Content Marketing: Solving the Confluence Equation with Lee Odden appeared first on Online Marketing Blog – TopRank®.

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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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Our 2019 List: The Top 50 Social Media Marketing Influencers

2019 TopRank Marketing Social Media Marketing Influencers

2019 TopRank Marketing Social Media Marketing Influencers

It's that time of year, marketers. Once again, we're absolutely thrilled to present our annual list of 50 influential leaders who are engaging on social networks around the topic of social media marketing.

The goal of this annual list? To showcase the top 50 influential voices in the marketing industry we can all learn from and follow.

List Methodology:

Influencer Relationship Management (IRM) Platform Assisted: Ranking of the people in this list leverages data and algorithms from Traackr, which is an influencer relationship marketing platform. Unlike the vast majority of lists like this that are published online, this list considers many more data sources than just Twitter. To provide a better sample across the web, Traackr rankings can include citations and links from data sources such as blogs, publications, Twitter, Facebook, LinkedIn, YouTube, Instagram, and Pinterest.

Ranking data sources and scoring: For the ranking, this list leverages a combination of data points including:

  • Relevance: A score that indicates how influential a person is to a specific topic based on the keywords you provide. Signals for relevance include keyword mentions, keyword diversity, content production rate, freshness of content and other contextual measures. In this case, it was "social media marketing" as well as 10-plus derivative phrases.
  • Resonance: A score of how impactful the influencer is with their audience. Resonance measures engagement activity that occurs as a result of publishing (mostly social) content.
  • Reach: A score derived by the reach algorithm that takes into account followers, fans, subscribers, visitors and other audience metrics. Remember, this is more than just Twitter.
  • Audience: Unsurprisingly, this refers to overall social audience size.

Each of these signal sources are factored into the algorithmic ranking for identified influencers with a focus on topical relevance, resonance of message with the audience and then audience reach. The result is a combination of broad-based influencers as well as individuals with a very specific focus and very high resonance and relevance scores. You'll see new faces as well as as a variety of disciplines and specialties represented.

Many thanks to all who continue to actively share their knowledge about social media marketing through year-round engagement and by providing help to others with insight and expertise in our vast social realm. We hope this list will serve as a handy jumping off point to start your ongoing journey of learning from these leading social media marketing industry influencers.

You'll likely see both many familiar faces and a wonderful variety of new social media influencers. We plan to learn new lessons from these 50 social media marketing influencers and hope you'll do the same throughout the year.

2019 — 50 Social Media Marketing Influencers

Kim Garst @kimgarst
CEO, KG Enterprises

Donna Moritz @sociallysorted
Visual Content Strategist, Socially Sorted

Ian Anderson Gray @iagdotme
Founder, Seriously Social

Neal Schaffer @NealSchaffer
CEO, NealSchaffer.com

Madalyn Sklar @madalynsklar
Social Media Speaker & Consultant, MadalynSklar.com

Dan Gingiss @dgingiss
CEO, Winning Customer Experience, LLC

Brian Fanzo @isocialfanz
Founder and CEO, iSocialFanz

Mari Smith @MariSmith
Social Media Speaker & Consultant, MariSmith.com

Rebekah Radice @rebekahradice
CEO, RadiantLA

Jasmine Star @jasminestar
CEO, JasmineStar.com

Carlos Gil @CarlosGil83
CEO, Gil Media Co.

Tamara McCleary @tamaramccleary
CEO, Thulium.co

Dustin W. Stout @dustinwstout
Co-Founder, Warfare Plugins

Peggy Fitzpatrick @PegFitzpatrick
Marketing & Social Media Manager, Kreussler Inc.

Michael A. Stelzner @mike_stelzner
CEO & Founder, Social Media Examiner & Social Media Marketing World

Lee Odden @LeeOdden
CEO, TopRank Marketing

Christopher Penn @cspenn
Co-Founder and Chief Innovator, Trust Insights

Owen Hemsath @owenvideo
Video Producer, The Videospot

Bernie Borges @bernieborges
Co-Founder & CMO, Vengreso

Samantha Kelly @tweetinggoddess
Owner, Tweetinggoddess

Heidi Cohen @heidicohen
Chief Content Officer, Actionable Marketing Guide

Brooke B. Sellas @brookesellas
Founder & CEO, B Squared Media

Gini Dietrich @ginidietrich
CEO, Arment Dietrich, Inc.

Roberto Blake @robertoblake
Owner & Creative Director, Create Awesome Media

Chris Strub @chrisstrub
CEO, I Am Here LLC

Mark Schaefer @markwschaefer
Executive Director, Schaefer Marketing Solutions LLC

Jay Baer @jaybaer
Founder, Convince & Convert

Nicky Kriel @nickykriel
Social Media Consultant & Strategist, Nicky Kriel Social Media

Park Howell @parkhowell
Business Story Strategist & Keynote Speaker, Business of Story

Amanda Webb @spiderworking
Social Media Trainer & Strategist, Spiderworking

Andrew Pickering @andrewandpete
Co-Founder, Andrew and Pete

Viveka Von Rosen @linkedinexpert
Co-Founder & Chief Visibility Officer, Vengreso

Sean Cannell @seancannell
Founder, Think Media

Amy Porterfield @amyporterfield
Online Marketing Expert & Trainer, Amy Porterfield, Inc.

Steve Dotto @dottotech
President, Dotto Tech

Guy Kawasaki @GuyKawasaki
Chief Evangelist, Canva

Sue Beth Zimmerman @suebzimmerman
Keynote and Breakout Speaker, Sue B. Zimmerman Enterprise

Ann Handley @annhandley
Chief Content Officer, MarketingProfs

Sunny Lenarduzzi @sunnylenarduzzi
Social Media Strategist & Consultant, SunnyLenarduzzi.com

Laura Rubinstein @CoachLaura
CEO & Social Media Strategist, Transform Today

Josh Elledge @joshelledge
Founder, UpMyInfluence.com

Ramon Ray @ramonray
Editor and Founder, Smart Hustle Magazine

Chalene Johnson @chalenejohnson
CEO & Social Media Consultant, Team Johnson and SmartLife

Brian G. Peters @brian_g_peters
Strategic Partnerships Manager, Buffer

Robert Rose @Robert_Rose
Chief Troublemaker, The Content Advisory

Lewis David Howes @lewishowes
Founder, School of Greatness

John Jantsch @ducttape
President, Duct Tape Marketing

Ian Cleary @iancleary
Founder, RazorSocial

Jo Saunders @mrslinkedin
Trainer & Conference Speaker, Wildfire Social Marketing™

Billy Gene Shaw @askbillygene
Founder & CEO, Rethink & Relive LLC

Spread the Social Wisdom & Love

Statistical analysis, no matter how deep and well-researched, can only go so far in finding the people who you'll find the most helpful and influential in your daily professional marketing lives, which is why we'd love it if you'd please share the name of social media marketers that influence you most in the comments section below.

Some of our social media marketing influencers will be speaking at this week's Social Media Marketing World 2019 conference, and we'll have plenty of live-blog coverage of the event throughout the week, from our Senior Digital Strategy Director Ashley Zeckman and Content Strategist Anne Leuman. See where we'll be here.

To further your own social media marketing expertise, here's a bonus list of our top 5 posts about social media marketing from the past 12 months:

The post Our 2019 List: The Top 50 Social Media Marketing Influencers appeared first on Online Marketing Blog - TopRank®.

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