Post on 17-Feb-2017
@joshsteimle
Buyers are “migrating to peer-based communities and new sources of trusted, relevant, and credible content and conversation.”
@joshsteimle
“BtoB buyers and influencers are turned off by self-serving, irrelevant, over-hyped, and overly technical content.”
@joshsteimle
B2B Marketers “rely on poorly conceived content that doesn’t connect with customer needs and concerns.”
@joshsteimle
“…blatantly self-serving and promotional content is a major turn-off cited by 43 percent of respondents…”
@joshsteimle
What is the best B2B content? What is the best B2B channel?
@joshsteimle
What kind of B2B content does your customer want? • Trustworthy • Relevant • Credible
@joshsteimle
What kind of B2B content does your customer not want?
@joshsteimle
What kind of B2B content does your customer not want? • Self-serving • Irrelevant • Over-hyped • Too technical
@joshsteimle
• Focus groups • Surveys • Field research • Data mining
@joshsteimle
• Focus groups • Surveys • Field research • Data mining
@joshsteimle
• Focus groups • Surveys • Field research • Data mining • Influencers
@joshsteimle
Influencers are: • Trustworthy • Relevant • Credible
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@joshsteimle
B2B Influencer Marketing, 2 Ways to Participate: 1. Work with influencers
@joshsteimle
B2B Influencer Marketing: 2 Ways to Participate 1. Work with influencers 2. Create your own influence
@joshsteimle
B2B Influencer Marketing: 2 Ways to Participate 1. Work with influencers 2. Create your own influence
@joshsteimle
How I Made Myself Into an Influencer and Grew My Business 1,000% in 1 Year
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Why every C-level exec should publish a book, right now.
@joshsteimle
Q: What content should the CEO create? A: The kind your customers want. Ask them, they’ll tell you.
@joshsteimle
Q: What channel? A: The one your customers are on, or…
@joshsteimle
Q: What channel? A: Where you feel most comfortable. (the first priority is to do something)