Your content marketing machine is brokenand there’s only one thing that can save it

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Year after year, B2B marketers produce

MORE content

51% of B2B marketers say they plan to increase their investment in content marketing over the next yearB2B CONTENT MARKETING: 2016 BENCHMARKS, BUDGETS, AND TRENDS—NORTH AMERICA (CONTENT MARKETING INSTITUTE)

… and you throw more and more budget at

content creation

Content marketing makes up 25% of the average B2B marketing budget (or more) 4 THINGS EFFECTIVE ENTERPRISE MARKETERS GET RIGHT [EXCLUSIVE RESEARCH] – (CONTENT MARKETING INSTITUTE)

Yet all of this content isn’t having the impact you expect

Your buyers are drowning in content83% of buyers feel overwhelmed by theamount of content available to them

2016 CONTENT PREFERENCES SURVEY: DEMAND GEN REPORT

They don’t trust what you’re cranking out

(Only 9% of B2B buyers say they trust vendor content like white papers)

B2B BUYERS DON’T TRUST VENDORS’ ONLINE CONTENT: CMO COUNCIL

“Buyers are not happy with vendors. Their content [tends to be] over-technical, product-centric, and self-serving.”

-Donovan Neale-May, executive director of the Chief Marketing Officer (CMO) Council

B2B BUYERS DON’T TRUST VENDORS’ ONLINE CONTENT: CMO COUNCIL

Your audience needs AUTHENTIC, TRUSTWORTHY content. It comes from their peers.

It’s called user-generated content (UGC)

Learn how you can bring UGC to your B2B content strategy in this how-to guide:

Skip ahead to download the eBook or keep clicking to learn more

Consumer brands have already figured it out

Apple “Shot on iPhone 6” campaignInstead of telling consumers how great the iPhone 6 camera was, Apple collected photos taken by iPhone users around the world and curated those submissions down to 77 incredible images to use in TV, print and online advertising campaigns

GoPro

6,000 videos are posted online each day by GoPro users who have documented their adventure. The company uses the best in their marketing instead of professionally-shot footage

Starbucks WhiteCup CampaignStarbucks lovers submitted nearly 4,000 photos of their designs on Starbucks cups in 3 weeks - enough to fill the company’s social media feeds for years to come

Did you notice? There are no professionally shot

photos, perfectly filmed video, witty taglines. Just the raw, authentic

voice of the customer

“The internet and social web have made it possible for any voice to be heard ... but to be truly heard you have to be authentic. If not, you will be discovered, you will be exposed, and you’ll be derided.”Hank Barnes, Research Vice President at Gartner

RADICAL AUTHENTICITY – ITS TIME HAS COME (BUT TIMING COUNTS)

Your B2B content is NOT authenticNo, not even your perfectly polished, beautifully designed case studies

Your dirty marketing fingerprints are all over them

Step away from the keyboardIf you want user-generated content you need to empower your advocates

The messenger: your advocates Enthusiastic customers who are willing to share their positive experiences with their peers.

“Advocate marketing multiplies the number and reach of voices talking about you — at a much lower cost than traditional channels.”FORRESTER REPORT: ADVOCATE MARKETING CREATES B2B CUSTOMER RELATIONSHIPS THAT LAST A LIFETIME

Selfie Marketing• Company talks about itself

• Promotes products• Few go-to references

• Company controls brand• Too much noise

Embrace a new model

Advocate Marketing• Customers rave to their peers• Builds lifelong relationships

• Army of advocates • Customers build the brand

• Cut through the noise

Advocatedistribution

The advocate-driven content marketing strategy

Advocate-sourcedideas

Advocate-generatedcontent

1. Develop ideas

User-generated ideas guarantee your content will resonate with your audience

The idea for TouchBistro’s top-performing piece of content was suggested by the company’s advocates

IPAD POINT-OF-SALE SYSTEM FOR RESTAURANTS

2. Create content

Invite advocates to produce their own content - and play an active role in creating yours

User-generated content saved $500K in support costs

K-12 EDUCATION TECHNOLOGY AND GLOBAL NETWORK

3. Distribute content

Amplify the reach and authenticity of your content through your advocates’ networks

In 4 months, advocates drove 50K unique visits from social shares to MongoDB’s website

OPEN SOURCE DATABASE SOFTWARE

Advocate-distributed content increased reach and engagement by 10% and clicks by 5%

TEACHING AND LEARNING SERVICES POWERED BY TECHNOLOGY

Here’s how to get startedShare this how-to guide with your content team.

Each chapter was written by a B2B marketer who

has put user-generated content at the heart of

their content strategy.

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Amplify your customers’ voices with Influitive’s advocate marketing platform.Create powerful, advocate-generated content that resonates with buyers and increases your brand’s reach

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