Home / Internet Marketing News / 2017 Trends for CMOs: Ignite Content Performance with Influencers

2017 Trends for CMOs: Ignite Content Performance with Influencers

Companies launching into new markets often spend substantial budgets on advertising and PR in order to create awareness. These investments can be significant when there is no existing affinity between the brand and the solution in target markets.

For example, Orange France faced this challenge when launching Homelive, a connected home management platform for IoT devices. Turning to their influencer marketing platform, Traackr, the company identified and engaged influencers in new communities outside of high tech and marketing to include lifestyle design and connected home. These influencers were engaged to create reviews on their blogs and inspire social traffic.

The result was over 20,000 unique visitors per day on the campaign website along with 14,000 social mentions, a majority share of voice on social media, and first-page visibility on Google on important keywords. The program was successful not because of overspending on ads and PR, but because of integrating specific and relevant influencer communities with content marketing.

Launching into new markets can be an uphill battle to create brand awareness, credibility, and engagement and is a common challenge with companies worldwide. In addition to the costs associated with sophisticated advertising and PR campaigns, increasing consumer demand for quality content in combination with distrust of branded content and advertising has senior marketing executives looking for options.

From the promise of increased consumer trust to better conversion rates and retention rates, content co-created with industry influencers is an attractive approach for many brands that are challenged to keep up with content quantity and effectiveness. According to research by TrackMaven, over the past two years output of content has increased by 78%, but content engagement has decreased by 60%.

In fact, there’s a lot to be optimistic about for senior marketing executives who are considering an influential approach to content marketing. Some 82% of consumers surveyed would follow recommendations from influencers, according to a study by Dr. Johah Berger from the Wharton School, while a study from Burst Media reports an average of $9.60 earned media value for every $1 spent working with influencers.

Both B2C and B2B marketers can benefit from an influencer-focused approach to content marketing. Instead of viewing influencers as shills for conference tweets or simply as industry celebrities for publicity, CMOs can approach influencer relationships as a content partnership that provides mutual value.

But how? There are a myriad options when it comes to influencer content programs, but many of these efforts can be segmented into three use cases.

1. Micro-content: These are often short-form content contributions including quotes, tips, or insight from individual influencers that are added to brand content assets.

A great example of micro-content application would be LinkedIn’s now famous Sophisticated Marketers’ Guides championed by Jason Miller, group manager of global content and social media marketing at LinkedIn. The first edition included short-form contributions in an “ask the expert” format and as pull quotes included in an ebook, webinar, and infographic and translated into several languages.

The first Sophisticated Marketers’ Guide resulted in over 10,000 downloads, 3,000 MQLs, and a staggering 21,000% ROI.

2. Campaigns: Longer-form content contributions by a group of influencers, often as part of a larger campaign.

Traackr recently published a good example of influencer campaign content, aptly named “Influencer Marketing in Real Life,” by co-ordinating an event and subsequent content with major brand executives and industry influencers. Contributors including executives from Cisco, Marriott, and Dell were interviewed along with industry influencers including Joe Pulizzi, Ann Handley, and Jay Baer by email and phone, and were also engaged in person at an event during an industry conference for professional photos.

Over 50% of the content for the campaign was created by participating influencers and the ebook beat benchmark download goals by 1,883%.

3. Community: Brands that can commit to influencer engagement and see the value of ongoing relationships will identify and activate a dedicated group of influencers who participate in a mix of scenarios and contribute a variety of short and long-form content.

Phillips implemented a digital command center that leveraged social media monitoring, content creation, engagement, and analysis to monitor and engage three key groups of influencers. It wanted to “own” and influence conversations around important topics including clean air; smart home; look good, feel good; ageing well; and connected work spaces. Engaging with influencer communities around each conversation, three types of content were co-created including long-form content, editorial, and social content.

The program expects to have 4,000 to 5,000 pieces of content created per conversation area.

Influencer Content For The Win

Senior marketing executives who think about influencers as partners and participants in the brand conversation with customers can tap into an incredible resource that offers mutual value to both the brand and the influencers. By activating influencers to co-create content and amplify it to their respective audiences, brands can extend their reach to new customers in a credible way that can inspire relevant conversation, purchases, and advocacy.

When CMOs increase their marketing organization’s ability to plan and implement integrated influencer content programs, the result is not only an increase in quality content that customers actually want to engage with, but qualitative relationships with the influencer participants.

A version of this article originally appeared on CMO.com.

Disclosure: LinkedIn is a client of TopRank Marketing.

Email Newsletter
Gain a competitive advantage by subscribing to theTopRank® Online Marketing Newsletter.

© Online Marketing Blog – TopRank®, 2017. |
2017 Trends for CMOs: Ignite Content Performance with Influencers | http://www.toprankblog.com

The post 2017 Trends for CMOs: Ignite Content Performance with Influencers appeared first on Online Marketing Blog – TopRank®.

Click Here For Original Source Of The Article

Ads by WOW TRK

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.

Check Also

Digital Marketing News: Coronavirus’ Impact on Marketing Budgets & Social Media Usage, LinkedIn’s New Conversation Ads, & Instagram Story Changes

2020 March 27 MarketingCharts Chart

2020 March 27 MarketingCharts Chart

LinkedIn rolls out Conversation Ads, aimed at improving personalization in messaging
LinkedIn has begun launching its new Conversation Ads, with real-time engagement ad options that include multiple calls-to-action. Conversation Ads are rolling out to all LinkedIn (client) advertisers over the next several weeks, the firm recently announced. Marketing Land

Social Media Consumption Grows Amid Coronavirus
Social media usage has sharply increased in the midst of the COVID-19 pandemic. Certain Instagram #ad campaign post likes have seen an increase of up to 76 percent during the past two weeks, as the majority of workers have shifted to temporary remote work. AList

CX in B2B Marketing: Top-of-Mind Strategy in 2020
54 percent of B2B marketers say their organizations are focusing most on customer experience and loyalty in their marketing efforts, according to newly-released report data examining global B2B customer experience priorities. MarketingProfs

Coronavirus: Emarketer lowers global ad spend projections for 2020
Worldwide ad spending will decrease due to the COVID-19 pandemic, with a previously expected $712 billion total being revised to $691 billion for 2020, a 3 percent decrease, according to newly-released forecast data, with many expecting even sharper forthcoming ad spend decreases. Marketing Land

B2B Senior Marketer Survey: The Most Effective Approaches for 2020 [Infographic]
LinkedIn (client) is tops among senior B2B marketers for nurturing leads, with some 84 percent saying the Microsoft-owned platform is the most effective social media channel, followed by Facebook at 43 percent and YouTube at 25 percent, according to recently-released survey data of interest to B2B marketers. MarketingProfs

Facebook Warns of Ad Approval Delays Amid Staff Changes Due to COVID-19 Impacts
Facebook was among the first social media platform to announce that the COVID-19 pandemic would affect how it reviews and approves certain content including ads, with a full slate of Facebook monetized content options being impacted. Social Media Today

2020 March 27 Statistics Image

Sales And Marketing Are Misaligned As Email Lags In B2B Nurture Mix: Study
While some 64 percent of marketing teams said that their organizations use account based marketing (ABM) for at least half of their marketing, 90 percent consider it challenging to successfully use it across multiple channels including sales — two of several findings of interest to digital marketers in recently-released survey data. MediaPost

Instagram's Testing the Capability to Add Hashtags and Location to Stories Highlights
Marketers may soon be able to add location information and up to four hashtags to the Highlights option of Instagram Stories, which stay active beyond the usual 24-hour active period, according to recent test observations — changes that could eventually bring an array of new targeting options to digital marketers' toolkits. Social Media Today

Amazon could win big in the post-coronavirus retail economy
Marketers may swivel more ad dollars to Amazon, which has seen sizable demand increases in response to the COVID-19 pandemic. The firm announced that it was hiring more than 100,000 new workers, and a jump in ad revenue also appeared likely as some marketers have shifted more spend to the e-commerce giant. Marketing Land

Data Hub: Coronavirus and Marketing
28 percent of industrial marketers plan to shift marketing budgets from trade shows cancelled due to COVID-19 to digital advertising instead, while 14 percent will allot that spending to content marketing — one of several statistics of interest to digital marketers contained in newly-released report data from MarketingCharts. MarketingCharts


2020 March 27 Marketoonist Comic

A lighthearted look at how not to communicate right now by Marketoonist Tom Fishburne — Marketoonist

Diabolical Mailing List Admin Twirling Mustache and Cackling at Dead “Unsubscribe” Link — The Hard Times


  • SAP, Dell Technologies — 3 Tips For B2B Marketers When Your Big Trade Show Is Cancelled Due To Coronavirus — Forbes
  • SAP — Event industry and COVID-19: An insider’s point of view — The Future of Commerce
  • Lee Odden — Marketing During a Pandemic – Resources for Small Businesses in the Coronavirus Crisis [Roundup] — Simple Machines

Do you have your own top B2B content marketing or digital advertising stories from the past week? Please let us know in the comments below.

Thank you for taking the time to join us, and please return again next Friday for a new selection of the most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news. Also, don't miss the full video summary on our TopRank Marketing TV YouTube Channel.

The post Digital Marketing News: Coronavirus’ Impact on Marketing Budgets & Social Media Usage, LinkedIn’s New Conversation Ads, & Instagram Story Changes appeared first on Online Marketing Blog - TopRank®.

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.