Tu marca y los influencers B2B tienen expectativas contradictorias de calidad del contenido. ¿Cómo encontrar puntos en común?

When your brand's content expectations conflict with of B2B influencers, a collaborative approach is key. Start by creating flexible content guidelines that align with both your brand's standards and the influencer's style. Engage in regular communication, using feedback loops to refine content and ensure mutual alignment. Viewing influencers as thought leaders rather than just promotional tools helps create authentic, high-quality content that resonates with your audience(

When your brand and B2B influencers have conflicting content quality expectations, the key is to establish clear guidelines from the outset. Work collaboratively to align on content objectives, quality standards, and the target audience’s needs. Engage in open dialogue about your brand’s messaging and values while allowing influencers the creative freedom they need to maintain authenticity. Regular feedback and revisions ensure that both parties are satisfied, leading to a successful partnership that enhances your brand’s credibility.

From experience, influencers, when you work with the right ones, are very knowledgeable about your industry, customer base, trends, etc. That's why you hire them, that and the fact that they bring both their credibility and their audience to the fore. In my experience, influencers don't want to be hired to advertise your company or repeat your brand's talking points over and over — they want to be able to contribute authentically, educate, engage, amplify, and be a part of the conversation/path to purchase consideration. Establish guidelines and expectations early on, and you'll have an amazing, and successful, engagement.

That is one of the most critical steps: setting prominent guidelines regarding content very early on in any project. My process for first-time influencers involves the issuance of a well-outlined brief that indicates the objectives of the campaign, the target audience, key messages, and specifications for the content. It is important so that everyone is on the same page, and this helps avoid unnecessary misunderstandings or misinterpretations in the process. Quality expectations are best managed through continuous open communication. I make it a point to communicate at regular intervals with influncers, bringing up content ideas, giving feedback, and addressing concerns.