{"id":28753,"date":"2023-01-09T19:20:20","date_gmt":"2023-01-09T19:20:20","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2023\/01\/09\/how-influencer-marketing-can-drive-a-full-funnel-content-strategy\/"},"modified":"2023-01-09T19:20:20","modified_gmt":"2023-01-09T19:20:20","slug":"how-influencer-marketing-can-drive-a-full-funnel-content-strategy","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2023\/01\/09\/how-influencer-marketing-can-drive-a-full-funnel-content-strategy\/","title":{"rendered":"How Influencer Marketing Can Drive a Full Funnel Content Strategy"},"content":{"rendered":"<p> <a href=\"https:\/\/go.fiverr.com\/visit\/?bta=1052423&nci=17043\" Target=\"_Top\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" src=\"https:\/\/fiverr.ck-cdn.com\/tn\/serve\/?cid=40081059\" loading=\"lazy\"  width=\"601\" height=\"201\"><\/a>\n<\/p>\n<div>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-31861\" src=\"https:\/\/www.toprankblog.com\/wp-content\/uploads\/influencer-marketing-drives-full-funnel-content-strategy-imageB600w.jpg\" loading=\"lazy\" alt=\"Influencer marketing's full-funnel content strategy hand on dial image.\" width=\"600\" height=\"360\" srcset=\"https:\/\/www.toprankblog.com\/wp-content\/uploads\/influencer-marketing-drives-full-funnel-content-strategy-imageB600w.jpg 600w, https:\/\/www.toprankblog.com\/wp-content\/uploads\/influencer-marketing-drives-full-funnel-content-strategy-imageB600w-300x180.jpg 300w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\"\/><br \/><span style=\"font-weight: 400;\">In case you\u2019re new to the blog, our agency is pretty sold on <\/span><a href=\"https:\/\/www.toprankblog.com\/2021\/02\/b2b-influencer-marketing-scale\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">B2B influencer marketing<\/span><\/a><span style=\"font-weight: 400;\">. Now, when we say influencer marketing, we\u2019re not talking about tanned and toned Gen Z\u2019ers sitting poolside, endorsing your SaaS solution. At least not for your first campaign.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">No, influence in B2B is all about value and credibility:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Your brand lends credibility &amp; new audience to influencers<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Influencers lend credibility &amp; new audience to your brand<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Both audiences get trustworthy, valuable content<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">As our <\/span><a href=\"https:\/\/www.toprankmarketing.com\/get-the-2022-b2b-influencer-marketing-report\/?utm_source=Landing+Page+(Blog)&amp;utm_medium=Blog&amp;utm_campaign=2022+B2B+IM+Report&amp;utm_id=2022+B2BIMR&amp;utm_content=218854763\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">recent report shows<\/span><\/a><span style=\"font-weight: 400;\">, B2B marketers are steadily increasing their influencer marketing sophistication. But despite the progress, many still think of it as an exclusively upper-funnel tactic.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Just like content marketing, however, influencer marketing works better with a <\/span><a href=\"https:\/\/www.toprankblog.com\/2022\/12\/leadgen\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">full-funnel approach<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s how to tailor your influencer mix, topics and content types for each stage of the funnel.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Top of funnel: Reach &amp; Attention<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">For customers at the beginning of their journey, influencer content is all about reaching as many relevant people as possible, establishing brand credibility, starting conversations, and building relationships. Aim to make a big splash with thought-provoking content from household names (at least, household names with established influence on your topic).<\/span><\/p>\n<p><b>Influencer Mix:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">While our research shows that follower counts\/audience size isn\u2019t as important as credibility and relevance are, at the top of the funnel you do need folks with a sizable network.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">At TopRank, we call these folks \u201cBrandividuals.\u201d That\u2019s not an insult \u2014 these are people who have worked hard to build their thought leadership, credibility and audience. They\u2019re keynote speakers, consultants, podcasters and social media geniuses. For top-of-funnel content, brandividuals should be the stars of the mix.<\/span><\/p>\n<p><b>Topic Selection:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">As with all top-of-funnel content, your topics will be more high-level, aimed at showing off your knowledge of the industry and the challenges your potential customers are facing.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Think about topics like:<\/span><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Industry trends<\/b><span style=\"font-weight: 400;\">. What\u2019s happening now and what\u2019s on the horizon? How can your audience best prepare?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Best practices<\/b><span style=\"font-weight: 400;\">. What processes need fixing in your industry? What are people falling short at?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Starting points. <\/b><span style=\"font-weight: 400;\">What is the first step towards a transformation? How can your audience get the ball rolling?<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><b>Gate or no Gate?<\/b><\/p>\n<p><span style=\"font-weight: 400;\">If at all possible, keep your ToFu influencer content ungated. Save the lead gen forms for further down the funnel.<\/span><\/p>\n<p><b>Example: DemandBase Assembles a Marketing Superteam<\/b><\/p>\n<p><span style=\"font-weight: 400;\">I use this example a lot, but that\u2019s only because it was a) really, really cool and b) got great results for our client, Demandbase. Together, we built an <\/span><a href=\"https:\/\/www.demandbase.com\/smarter-go-to-market-gtm-comic\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">animated comic book<\/span><\/a><span style=\"font-weight: 400;\"> to raise awareness of their new Smarter GTM\u2122 solution. It\u2019s bold, colorful, creative, and features some of the biggest names in the B2B marketing biz. And there\u2019s not a gate in sight.\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/www.demandbase.com\/smarter-go-to-market-gtm-comic\/\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-31858\" src=\"https:\/\/www.toprankblog.com\/wp-content\/uploads\/demandbase-animated-comic-book-image600w.jpg\" loading=\"lazy\" alt=\"Demandbase thrilling tales of smarter GTM comic book image.\" width=\"600\" height=\"409\" srcset=\"https:\/\/www.toprankblog.com\/wp-content\/uploads\/demandbase-animated-comic-book-image600w.jpg 600w, https:\/\/www.toprankblog.com\/wp-content\/uploads\/demandbase-animated-comic-book-image600w-300x205.jpg 300w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\"\/><\/a><\/p>\n<h3><span style=\"font-weight: 400;\">Mid-Funnel: Practical Utility<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">To reach people who already have the big picture, you have to get into actionable, highly useful content. This type of content helps endear your brand to your audience. If you can help a key decision maker look brilliant in front of their boss, get a raise or get promoted \u2014 well, that\u2019s worth more than gold. As such, your influencer mix will reflect a more \u201con the front lines\u201d mentality.<\/span><\/p>\n<p><b>Influencer Mix:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">A brandividual or two is still a good idea for a mid-funnel campaign; you still want to reach a wide audience. But look towards adding folks with practical experience in your industry. That means either those who are actively working in your field, or those who have moved up the ranks but still keep a finger on the pulse of the industry.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, someone who retired as a CFO and now runs a CFO interview podcast would be a great fit for talking about the finance department. But so would a potential prospect who is doing great work and enjoying success in their job.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For these folks, it\u2019s less about massive reach and all about useful, actionable information.<\/span><\/p>\n<p><b>Topics:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Your content should aim to help people in specific ways that improve their business, job or employee experience. You can also bring your solution into the conversation, but sparingly. It\u2019s fine to say, \u201cA platform like ours makes it easy to automate this process.\u201d Just don\u2019t go as far as \u201cThe entirety of our advice is to buy our platform.\u201d The latter is a bad look, especially since influencers typically shy away from outright endorsement.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Stick to content types like:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How-to guides<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Checklists<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Challenges &amp; solutions<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Process refinements<\/span><\/li>\n<\/ul>\n<p><b>Gate or No Gate?<\/b><\/p>\n<p><span style=\"font-weight: 400;\">If you have a really useful offer \u2014 original research, for example, or a truly comprehensive guide \u2014 gating can work at this stage. Just remember to build a robust landing page that features your influencers, their head-shots, and a taste of their content; in other words, give them something they can feel good about sharing.\u00a0<\/span><\/p>\n<p><b>Example: Prophix Wants to Make You a CFO<\/b><\/p>\n<p><span style=\"font-weight: 400;\">The <\/span><a href=\"https:\/\/www.prophix.com\/grow-your-finance-career\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Finance Career Acceleration Center<\/span><\/a><span style=\"font-weight: 400;\"> features expert advice from CFOs and other finance department practitioners. The multimedia content here has a singular focus: To get their potential buyers to the next stage in their careers.<\/span><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-31859\" src=\"https:\/\/www.toprankblog.com\/wp-content\/uploads\/prophix-finance-career-acceleration-center-image600w.png\" loading=\"lazy\" alt=\"Prophix finance career acceleration center image.\" width=\"600\" height=\"288\" srcset=\"https:\/\/www.toprankblog.com\/wp-content\/uploads\/prophix-finance-career-acceleration-center-image600w.png 600w, https:\/\/www.toprankblog.com\/wp-content\/uploads\/prophix-finance-career-acceleration-center-image600w-300x144.png 300w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\"\/><\/p>\n<h3><span style=\"font-weight: 400;\">Bottom-Funnel: Differentiation and Proof<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">When your buyer is this far into the journey, they\u2019re not looking for famous names and industry thought leaders. They want to know why your solution is the best option, and they don\u2019t want to take your brand\u2019s word for it.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s where the definition of influencer gets even broader, to include your in-house experts and customers.<\/span><\/p>\n<p><b>Influencer Mix:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Most of the influence here should come from people with hands-on experience with your solution. Use these fresh voices to tell the story of what makes your brand different from the competition. Customers in particular are useful here, as they can (preferably in their own words) paint a picture of life with and without your solution.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Consultants and other brandividual types likely won\u2019t play a role here. Two exceptions:\u00a0<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">If they have a history with your brand and solution and are willing to speak directly to that experience, awesome!\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">If they are willing to write an introduction that lends credibility and sets the stage for why your solution is the right one.<\/span><\/li>\n<\/ol>\n<p><b>Topics:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Your content for bottom-of-funnel should use influencer voices to highlight what makes your brand, your people, and your solution special. In particular, seek to:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Highlight the outcomes your solution makes possible \u2013 show what success looks like<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Show off your support system. What\u2019s it like to be your customer?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">If relevant, introduce some of the people who make the company work, whether it\u2019s engineers, contact center reps, or your CEO.<\/span><\/li>\n<\/ul>\n<p><span class=\"bctt-click-to-tweet\"><span class=\"bctt-ctt-text\"><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Fwww.toprankblog.com%2F%3Fp%3D31852&amp;text=%E2%80%9CYour%20content%20for%20bottom-of-funnel%20should%20use%20influencer%20voices%20to%20highlight%20what%20makes%20your%20brand%2C%20your%20people%2C%20and%20your%20solution%20special.%E2%80%9D%20%E2%80%94%20Joshua%20Nite%20%40NiteWrites&amp;via=toprank&amp;related=toprank\" target=\"_blank\" rel=\"noopener noreferrer\">\u201cYour content for bottom-of-funnel should use influencer voices to highlight what makes your brand, your people, and your solution special.\u201d \u2014 Joshua Nite @NiteWrites <\/a><\/span><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Fwww.toprankblog.com%2F%3Fp%3D31852&amp;text=%E2%80%9CYour%20content%20for%20bottom-of-funnel%20should%20use%20influencer%20voices%20to%20highlight%20what%20makes%20your%20brand%2C%20your%20people%2C%20and%20your%20solution%20special.%E2%80%9D%20%E2%80%94%20Joshua%20Nite%20%40NiteWrites&amp;via=toprank&amp;related=toprank\" target=\"_blank\" class=\"bctt-ctt-btn\" rel=\"noopener noreferrer\">Click To Tweet<\/a><\/span><\/p>\n<p><b>Gate or No Gate?<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Bottom-funnel content is the right place for a lead gen form, certainly. As I said above, though, make sure to offer enough value in front of the gate that your influencers feel good linking to it.\u00a0<\/span><\/p>\n<p><b>Example: Deluxe Takes Bankers from Maps to GPS<\/b><\/p>\n<p><span style=\"font-weight: 400;\">For their <\/span><a href=\"https:\/\/www.deluxe.com\/resources\/guide-to-digital-transformation-in-banking\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Off the Map<\/span><\/a><span style=\"font-weight: 400;\"> asset, Deluxe wanted to highlight how their Banker\u2019s Dashboard can help small banks and credit unions to automate processes and become more efficient. Advice from industry experts, practitioners, and customers all come together in an ungated asset.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Lead capture comes from a more promotional section on the landing page itself, leading directly to a \u201cContact Sales\u201d CTA.<\/span><\/p>\n<h3><a href=\"https:\/\/www.deluxe.com\/resources\/guide-to-digital-transformation-in-banking\/\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-31860\" src=\"https:\/\/www.toprankblog.com\/wp-content\/uploads\/deluxe-off-the-map-image600w.png\" loading=\"lazy\" alt=\"Deluxe off the map image.\" width=\"600\" height=\"337\" srcset=\"https:\/\/www.toprankblog.com\/wp-content\/uploads\/deluxe-off-the-map-image600w.png 600w, https:\/\/www.toprankblog.com\/wp-content\/uploads\/deluxe-off-the-map-image600w-300x169.png 300w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\"\/><\/a><\/h3>\n<h3><span style=\"font-weight: 400;\">Remember, \u201cinfluencer\u201d without \u201cfunnel\u201d is just \u201cicer\u201d<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">It\u2019s true! All the letters of \u201cfunnel\u201d appear in the word \u201cinfluencer.\u201d A coincidence? Most likely! But let it remind you that influencer marketing is a full-funnel practice, not just for raising awareness. With the right influencer mix and choice of topic, you can work with influencers to guide your buyers from awareness all the way to purchase and beyond.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ready to get started? <\/span>Download our latest guide, <a href=\"https:\/\/www.toprankmarketing.com\/leadgen\/\" target=\"_blank\" rel=\"noopener\"><i><span style=\"font-weight: 400;\">B2B Full-Funnel Lead Gen: A Guide for Optimized Quality &amp; Conversion<\/span><\/i><\/a><\/p>\n<p><a href=\"https:\/\/www.toprankmarketing.com\/leadgen\/\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-31779\" src=\"https:\/\/www.toprankblog.com\/wp-content\/uploads\/TopRankMarketing-B2B-full-funnel-lead-gen-guide-cover-image600w.png\" loading=\"lazy\" alt=\"TopRank Marketing B2B full funnel lead generation guide cover image\" width=\"600\" height=\"420\" srcset=\"https:\/\/www.toprankblog.com\/wp-content\/uploads\/TopRankMarketing-B2B-full-funnel-lead-gen-guide-cover-image600w.png 600w, https:\/\/www.toprankblog.com\/wp-content\/uploads\/TopRankMarketing-B2B-full-funnel-lead-gen-guide-cover-image600w-300x210.png 300w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\"\/><\/a><\/p>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><br \/>\n<br \/><iframe data-lazy=\"true\" data-src=\"https:\/\/www.fiverr.com\/gig_widgets?id=U2FsdGVkX18x7XQvttUTrv1oEqmGNGTgvvCUiUoJ\/AP4z\/UyMz8lXGOLpu15jIMxBbTR0gmD5uBoFvhC4KWeALQRp3h\/X\/AwcVD0K8Wj9H\/ZzYKzcCNHosB9oS4SCJJFWiN85P9ICAc4OgCoE\/wHKIY7CDkf2\/DQ1vqGvk4smVe5cRDEmrLPCWi4FC8p40VUhSmWQ5udCm0zoJtorgWv3vbDQw0kKYkwn39ozAnQXDe+YvWMxkLFWA+O3TFwkJvdkIK+\/AUSnRssPKt5WHY0FhNOxnSPcLslEL4G4\/RfP95ve99U+kRnDy3X+KtzdQLY+u935ghON\/o3UE4IMv9oN6JX9RnxzL\/LRcOgnHigxStSGPKsZYtnz8RWNVT\/rOLAibqiWJadC5MYHRbekF3eg6FOGrQGkXYbsn0+a5aovnlLCbLwIqY9fcS17UX8J235iQ6cdmHNbrPeS84CMm34RA==&affiliate_id=1052423&strip_google_tagmanager=true\" loading=\"lazy\" data-with-title=\"true\" class=\"fiverr_nga_frame\" frameborder=\"0\" height=\"350\" width=\"100%\" referrerpolicy=\"no-referrer-when-downgrade\" data-mode=\"random_gigs\" onload=\" var frame = this; var script = document.createElement('script'); script.addEventListener('load', function() { window.FW_SDK.register(frame); }); script.setAttribute('src', 'https:\/\/www.fiverr.com\/gig_widgets\/sdk'); document.body.appendChild(script); \" ><\/iframe>\n<br \/><a href=\"https:\/\/www.toprankblog.com\/2023\/01\/influencer-marketing-full-funnel-content\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In case you\u2019re new to the blog, our agency is pretty sold on B2B influencer marketing. Now, when we say influencer marketing, we\u2019re not talking&#8230;<\/p>\n","protected":false},"author":1,"featured_media":28754,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-28753","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tech-universe"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How Influencer Marketing Can Drive a Full Funnel Content Strategy - mailinvest.blog<\/title>\n<meta name=\"description\" content=\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. 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