Bye-Bye Boring B2B: Lee Odden Shows B2BMX Attendees the Power of Interactive Influencer Content

Interactive Influencer Content Marketing

Interactive Influencer Content Marketing

Quick question, B2B marketers: How many of you wake up feeling like this about your B2B content?

via GIPHY

Not so much? Hey, it’s OK. You’re a passionate and proud B2B marketer. But finding a way to create exciting, inspiring, infotaining content that connects with your audience is hard work. After all, B2B isn’t innately sexy—it’s booooooring. Oh, and between content overload, changing consumer preferences for personalization, and diminishing audience trust, it’s increasingly hard to capture and keep attention.

So, here’s another question: Are you ready to say bye-bye to boring content and hello to exciting, inspiring, and infotaining content experiences?

Yes so much? Good. Because, as TopRank Marketing CEO Lee Odden told a packed room at B2B Marketing Exchange this week, you can.

How? By bringing two incredibly powerful content marketing tactics together: interactive content and influencer content.

Why interactive? Why influencers? Why interactive and influencers? Here’s how Lee broke it down.

Why Interactive Content?

The digital content landscape is increasingly competitive. If brands don’t create great content experiences that grab and hold attention, they simply can’t compete. But interactive content can be a B2B game-changer.

Interactive content informs. Interactive content engages and entertains. Interactive content connects. Oh, and interactive content converts. And as Lee pointed out, research shows that 81% of marketers agree that interactive content grabs attention more effectively than static content (CMI) and 70% of marketers say interactive content is effective at converting site visitors (Ion Interactive).

Why Influencer Content?

As Lee said, these days “buyers expect more, but trust less.” In fact, according to a HubSpot report, 65% of buyers don’t trust ads and a whopping 55% of those surveyed said they don’t even trust the companies they’re already doing business with.

The good news? Buyers desperately want to trust.

[bctt tweet=”Buyers desperately want to trust. And we can give them trust with relevant #B2B content that features credible voices. – @leeodden #InfluencerMarketing #ContentMarketing” username=”toprank”]

But who do buyers trust? Simply put, buyers trust people they know—or people they think they know. (Just for fun, take a peek at where marketers rank as compared to baristas. Uh huh.)

HubSpot Research

(Image credit: HubSpot)

Eighty-one percent of HubSpot respondents said they trust friends and family over business. In addition, DemandGen Report’s 2018 Content Preferences Survey showed that 78% of B2B buyers place a higher emphasis on the trustworthiness of the content source, and 65% have a higher preference for credible content from industry influencers.

[bctt tweet=”Co-creating and collaborating with influencers can play a role at every stage of the customer lifecycle. – @leeodden #InfluencerMarketing #ContentMarketing” username=”toprank”]

Why Interactive Influencer Content?

To remain competitive, marketers need to create engaging experiences for their audiences while also building credibility and trust. And that’s precisely where interactive influencer content comes in. To really drive the point home, Lee pointed to a fabulous quote from Amisha Gandhi, Vice President of Influencer Marketing for SAP Ariba:

“Working with influencers to co-create content delivers mutual value. When that content is interactive, it creates an experience that is more engaging and inspires action.”

[bctt tweet=”Working with #influencers to co-create content delivers mutual value. When that #content is interactive, it creates an experience that is more engaging and inspires action. – @AmishaGandhi” username=”toprank”]

What Does Effective B2B Interactive Influencer Content Look Like?

When you put relevant, useful, and credible content in an eye-catching, engaging format, incredible things can happen. Not only are you creating an infotaining experience for your buying audience, but also for influencer partners. You’re creating mutual value.

Examples of Interactive Influencer Content

#1 – Interactive Infographic

Topic: The Future of Influencer Marketing

Objective: Drive leads from original research report while also repurposing influencer tips.

Results: 6,971 pageviews and an impressive 42% conversion rate

Future of Influencer Marketing Interactive Infographic

#2 – Interactive eBook

Topic: Future-Proof Content Marketing

Objective: Leverage an entire year’s worth of content and insights around content marketing strategy, planning, and measurement to boost awareness and lead gen (small ask: participate in content marketing planning survey; big ask: request a trial).

Results: Exceeded small and big ask benchmark goals four times over.

Back to the Future Interactive eBook

#3 – Interactive Voice Assistant and Microsite + SEO-Driven Content

Topic: AI and the Next Evolution of Finance

Objective: Build industry credibility and engagement on AI and Finance with thought leadership content.

Results: 189% increase over benchmark pageview goals and 642% increase over benchmark engagement goals; 84 net-new keyword rankings

Interactive Influencer Asset with Voice Assistant

Buh-Bye Boring. Hello Infotaining Interactive Influencer Content.

B2B brands need to break free of its boring-to-boring reputations if they want to engage, inspire, and convert modern buyers. Buyers are ready for bigger, better, bolder content experiences—experiences they can trust.

So, B2B marketers, it’s time to ask yourself: Are your ready to create meaningful, trustworthy connects with buyers through your content? If you are, interactive influencer content deserves your consideration. Not sure where to start? Here’s Lee high-level checklist:

  • Identify a customer solution topic that is relevant to your brand’s expertise and your audience’s information needs.
  • Pick an interactive content type, story arch, and call-to-action that makes sense for the topic, audience, and objectives.
  • Identify, qualify, and validate influencers that have the topical expertise and the right audience for the end-product. And map them to your topics and subtopics.
  • Collect influencer tips, work them into the experience, and promote the heck out of the final product.
  • Nurture influencers for future engagement; strong relationships are at the center of successful influencer programs.

In the meantime, here’s a little something to snack on:

For more live updates from the conference, you can follow @TopRank, @leeodden, @azeckman and @CaitlinMBurgess on Twitter. In addition to speaking and tweeting, team members from TopRank Marketing will be live blogging sessions (like this one) throughout the conference so be sure to follow the blog for more.

The post Bye-Bye Boring B2B: Lee Odden Shows B2BMX Attendees the Power of Interactive Influencer Content appeared first on Online Marketing Blog – TopRank®.


Source: SEO blog

14 SEO Predictions for 2019 and Beyond, as Told by Mozzers

With the new year in full swing and an already busy first quarter, our 2019 predictions for SEO in the new year are hopping onto the scene a little late — but fashionably so, we hope. From an explosion of SERP features to increased monetization to the key drivers of search this year, our SEO experts have consulted their crystal balls (read: access to mountains of data and in-depth analyses) and made their predictions. Read on for an exhaustive list of fourteen things to watch out for in search from our very own Dr. Pete, Britney Muller, Rob Bucci, Russ Jones, and Miriam Ellis!

1. Answers will drive search

People Also Ask boxes exploded in 2018, and featured snippets have expanded into both multifaceted and multi-snippet versions. Google wants to answer questions, it wants to answer them across as many devices as possible, and it will reward sites with succinct, well-structured answers. Focus on answers that naturally leave visitors wanting more and establish your brand and credibility. [Dr. Peter J. Meyers]

Further reading:

2. Voice search will continue to be utterly useless for optimization

Optimizing for voice search will still be no more than optimizing for featured snippets, and conversions from voice will remain a dark box. [Russ Jones]

Further reading:

3. Mobile is table stakes

This is barely a prediction. If your 2019 plan is to finally figure out mobile, you’re already too late. Almost all Google features are designed with mobile-first in mind, and the mobile-first index has expanded rapidly in the past few months. Get your mobile house (not to be confused with your mobile home) in order as soon as you can. [Dr. Peter J. Meyers]

Further reading:

4. Further SERP feature intrusions in organic search

Expect Google to find more and more ways to replace organic with solutions that keep users on Google’s property. This includes interactive SERP features that replace, slowly but surely, many website offerings in the same way that live scores, weather, and flights have. [Russ Jones]

Further reading:

5. Video will dominate niches

Featured Videos, Video Carousels, and Suggested Clips (where Google targets specific content in a video) are taking over the how-to spaces. As Google tests search appliances with screens, including Home Hub, expect video to dominate instructional and DIY niches. [Dr. Peter J. Meyers]

Further reading:

6. SERPs will become more interactive

We’ve seen the start of interactive SERPs with People Also Ask Boxes. Depending on which question you expand, two to three new questions will generate below that directly pertain to your expanded question. This real-time engagement keeps people on the SERP longer and helps Google better understand what a user is seeking. [Britney Muller]

Further reading:

7. Local SEO: Google will continue getting up in your business — literally

Google will continue asking more and more intimate questions about your business to your customers. Does this business have gender-neutral bathrooms? Is this business accessible? What is the atmosphere like? How clean is it? What kind of lighting do they have? And so on. If Google can acquire accurate, real-world information about your business (your percentage of repeat customers via geocaching, price via transaction history, etc.) they can rely less heavily on website signals and provide more accurate results to searchers. [Britney Muller]

Further reading:

8. Business proximity-to-searcher will remain a top local ranking factor

In Moz’s recent State of Local SEO report, the majority of respondents agreed that Google’s focus on the proximity of a searcher to local businesses frequently emphasizes distance over quality in the local SERPs. I predict that we’ll continue to see this heavily weighting the results in 2019. On the one hand, hyper-localized results can be positive, as they allow a diversity of businesses to shine for a given search. On the other hand, with the exception of urgent situations, most people would prefer to see best options rather than just closest ones. [Miriam Ellis]

Further reading:

9. Local SEO: Google is going to increase monetization

Look to see more of the local and maps space monetized uniquely by Google both through Adwords and potentially new lead-gen models. This space will become more and more competitive. [Russ Jones]

Further reading:

10. Monetization tests for voice

Google and Amazon have been moving towards voice-supported displays in hopes of better monetizing voice. It will be interesting to see their efforts to get displays in homes and how they integrate the display advertising. Bold prediction: Amazon will provide sleep-mode display ads similar to how Kindle currently displays them today. [Britney Muller]

11. Marketers will place a greater focus on the SERPs

I expect we’ll see a greater focus on the analysis of SERPs as Google does more to give people answers without them having to leave the search results. We’re seeing more and more vertical search engines like Google Jobs, Google Flights, Google Hotels, Google Shopping. We’re also seeing more in-depth content make it onto the SERP than ever in the form of featured snippets, People Also Ask boxes, and more. With these new developments, marketers are increasingly going to want to report on their general brand visibility within the SERPs, not just their website ranking. It’s going to be more important than ever for people to be measuring all the elements within a SERP, not just their own ranking. [Rob Bucci]

Further reading:

12. Targeting topics will be more productive than targeting queries

2019 is going to be another year in which we see the emphasis on individual search queries start to decline, as people focus more on clusters of queries around topics. People Also Ask queries have made the importance of topics much more obvious to the SEO industry. With PAAs, Google is clearly illustrating that they think about searcher experience in terms of a searcher’s satisfaction across an entire topic, not just a specific search query. With this in mind, we can expect SEOs to more and more want to see their search queries clustered into topics so they can measure their visibility and the competitive landscape across these clusters. [Rob Bucci]

Further reading:

13. Linked unstructured citations will receive increasing focus

I recently conducted a small study in which there was a 75% correlation between organic and local pack rank. Linked unstructured citations (the mention of partial or complete business information + a link on any type of relevant website) are a means of improving organic rankings which underpin local rankings. They can also serve as a non-Google dependent means of driving traffic and leads. Anything you’re not having to pay Google for will become increasingly precious. Structured citations on key local business listing platforms will remain table stakes, but competitive local businesses will need to focus on unstructured data to move the needle. [Miriam Ellis]

Further reading:

14. Reviews will remain a competitive difference-maker

A Google rep recently stated that about one-third of local searches are made with the intent of reading reviews. This is huge. Local businesses that acquire and maintain a good and interactive reputation on the web will have a critical advantage over brands that ignore reviews as fundamental to customer service. Competitive local businesses will earn, monitor, respond to, and analyze the sentiment of their review corpus. [Miriam Ellis]

Further reading:

We’ve heard from Mozzers, and now we want to hear from you. What have you seen so far in 2019 that’s got your SEO Spidey senses tingling? What trends are you capitalizing on and planning for? Let us know in the comments below (and brag to friends and colleagues when your prediction comes true in the next 6–10 months). 😉