Influencers: the great debate

You have great content. What next?

There’s a lot of content out there. Like, a lot a lot. Most of it is, at best, fine. Some of it is really quite good. But directing your audience to the good stuff is difficult when they have so much of it to sort through.

Audiences are faced with an enormous wave of faceless content. Most of it doesn’t serve their needs and they have no good place to start in finding the ones that do. This leaves them overwhelmed, distrustful, and, frankly, a little afraid (we know — we’ve been there).

Enter an influencer.

Influencer marketing gets a bad name. But in B2B, it’s a little different. You want to cut through the noise of search-engine-optimised nonsense? Working with influencers gives you a chance to partner with thought leaders within your niche, and provide real value to your audience (not just Google).

They put a human face to your human content and let your audience have a human connection with your human-run brand. And that gives you the chance to reach people (in their human homes) with content thats worth consuming and actually caters to their (human) needs.

That’s not to say it’s about using a big name to get your foot in the door — that is bad influencer marketing. Instead, find a subject matter expert who delivers value to your audience, partner with them, have them provide knowledge about their niche, and deliver this to your audience through authentic and personable content.

Ultimately, you are not only giving your audience a direct route to the good stuff, you’re giving them more of that very same good stuff you’re pointing them towards.

In today’s video, the good people at Cognism take us through the ins and outs of influencer marketing in the B2B space. This one is great as it takes real time to walk through everything from the benefits of influencers to how to select one to how to align them with your content strategy. A must watch for leveraging influencers the right way in your social media or content marketing plan.