What are the trends and innovations in B2B influencer content creation?

The rise of collaboration in B2B influencer content creation allows businesses to tap into the knowledge and expertise of influencers in their niche. By working together, businesses can create high-quality content that resonates with their target audience and adds value to the industry.

One of the key trends is to make the influencer take the lead on the creative part of the content. By making the influencers decide the angel of content, maximum authenticity ensured which leads to a higher engagement from the influencers audience and in the end a higher earned media value.

If you allow creator for creativity then definitely creator will make a best reel and we will get better engagement & reach brand target audience easily

Co-Creation and Collaboration in B2B Influencer Content: Successful B2B influencer content involves collaborative efforts, allowing influencers creative freedom. Co-creation ensures authentic, diverse, and engaging content that showcases the influencer's expertise and the brand's thought leadership.

First and foremost, we need to understand B2B influencers are followed by people too. Anyone on LinkedIn has their own liked and dislikes outside their role and they're consumers too. I wish more D2C brands dared o invest in B2B influencers for their campaigns as they're more trusted and the space is way less saturated. How to make campaigns more effective? - Identify your target - Identify the creators followed by the above - Merge with their usual content - don't pe-establish the type of piece you want to get from the creator

Interactive and Immersive Formats in B2B Influencer Content: B2B influencer content is evolving with interactive formats like podcasts, webinars, live streams, videos, and virtual events. These formats enhance real-time interaction, create memorable experiences, and offer opportunities for data generation and content amplification across various platforms.

Video content and the carousel format took over LinkedIn in 2023. Only other format guaranteed to perform as well on a regular basis were polls. Where polls I would not suggest using repeatedly for marketing purposes. Video content and the carousel are a must in 2024 for your business to adopt on LinkedIn.

One of the best things a B2B business can do is to host networking events or establish a community, enabling you to connect with individuals in your industry. Additionally, utilizing podcasts and free webinars, where users exchange their data for valuable content, is an effective method for building an audience around your company and product. This approach can significantly enhance traction for your company.

There is no one-size-fits-all approach when considering formats for B2B influencer projects. What we’ve found most important is to lead with a distinct balance between entertainment + FA&B, keeping the audience willfully engaged. We like to use the term edutainment. The content, regardless of the form, needs to be educational and entertaining. Think Bill Nye! So, make sure to test various strategies and take note of those that resonate with YOUR audience. While there are proven solutions including, live/virtual events, podcasts, and short/long-form video, it is very important to test and learn what works best for you.

Video content is emerging as a powerful tool in B2B influencer content creation. Short-form videos, such as explainer videos, product demonstrations, and testimonials, allow influencers to convey complex information in a digestible and visually appealing manner. Video content also has a higher chance of going viral, attracting a broader audience and driving brand awareness.

Personalization and Segmentation in B2B Influencer Content: B2B brands leverage personalization and segmentation to tailor influencer content to the unique needs, preferences, and challenges of their target audience. By utilizing data and insights, brands create more relevant and customized content, enhancing resonance with different audience segments. This approach boosts conversion rates, improves retention, and fosters audience loyalty and advocacy.

Personalization is a great tactic for B2B influencer content especially as it pertains to a job title. The best B2B content makes the buyer profile look like a hero. Consider the un celebrated IT Software buyer. A great campaign can work with a IT influencer to highlight key things that the buyer persona does on a daily basis to make their company work better, stay safe and empower the larger work force. This buyer profile rarely gets the credit they deserve and the influencer who has a large profile can help highlight that persona or even recognize an individual and make them feel like a rock star or celebrity. The famous conference call in real life duo Tripp and Tyler are clients of ours at the social standard and they do this often.

While personalization may demand 80% of your efforts, rest assured that it will yield the top 20% of leads you're seeking. Therefore, personalization is a crucial factor in content creation, as individuals resonate with tailored content that speaks directly to their needs.

Luckily for us B2B marketers, most of the industry is separated into unique niches. As you configure your approach, recognize your intended audience, find influential voices within that audience, and strategically pivot their followers’ attention to your solution. Influential voices in the B2B space have built their audiences by maintaining trustworthiness in their particular niche. That said, it is important to give the influencer you’re working with freedom in their delivery. Engaging their audience in a manner that is on brand to them helps to maintain their reliability as a trusted resource.

Live streaming has gained significant traction in recent years, and B2B influencer content creation is no exception. Engaging with your audience in real-time through a live stream allows businesses to build trust and authenticity. Influencers can leverage live streaming to conduct Q&A sessions, share behind-the-scenes content, and create an interactive experience for their followers.

Storytelling and Emotion in B2B Influencer Content: B2B brands embrace storytelling and emotion to humanize their influencer content. By weaving narratives, anecdotes, and case studies, brands highlight the impact and value of their solutions. Infusing emotion evokes curiosity, excitement, trust, or empathy, fostering deeper connections with the audience and inspiring action.

Such a powerful topic that isn’t discussed or taught nearly enough — leveraging storytelling evokes emotion and emphasizes the importance of genuine and relatable content that people are drawn to. By leveraging storytelling, influencers can show up as themselves, ultimately humanizing brands and creating lasting impressions that resonate with their target audience. In todays market, this focus is a must for B2B marketing (GTM) strategies in order to truly highlight narrative driven content by influencing the buyers journey and purchasing decisions all while creating brand loyalty.

Great example of storytelling: Hubspot's partnership with Alex Lieberman of Morning Brew. Alex posted on social asking if a brand wanted to send him & 7 friends to an NCAA game. Hubspot answered. Both parties documented the road to the NCAA game, telling the story live. My estimate is that is garnered millions of impressions and even got them a little airtime during the game, organically. Killer strategy - meeting the audience where they are and taking them along for the ride.

Everyone loves a story however metaphors on LinkedIn are like secret weapons - they make complex ideas simple and catchy, using cool imagery that sticks in your mind. And when you throw in a third-party reference, it's like adding a cherry on top. It adds credibility and a fresh perspective, making your post stand out and resonate with a wider audience. It's like getting an endorsement from a friend; it builds trust and makes your message even more powerful.

B2B Audiences = B2C Consumers. Don’t limit your B2B influencer strategy through a B2B lens only. Look at B2C brands with strong consumer affinity creation and feedback loops to leverage tactics and playbooks that you apply through your particular business needs. You’ll find that your B2B audience (and customer) is influenced much like B2C consumers are.

What I am seeing as of late in todays market, is short form video content. Easy, short, concise videos are increasingly delivered and received well, particularly in the early stages of the buying decision process. This trend emphasizes the importance of delivering valuable information quickly and engagingly.

The synergy of education and inspiration in B2B influencer content creation establishes a brand's authority while motivating and empowering the audience. Delivering valuable insights and actionable information educates the audience, addressing their challenges and enhancing performance. Simultaneously, showcasing the brand's values and the influencer's passion inspires viewers to align with the brand's vision, fostering a community of advocates. This powerful combination not only builds credibility but also forges lasting connections that extend beyond transactional relationships.

Through education and inspiration, B2B influencers provide a door for customers to walk into the brand, allowing them to experience the brand in-situ.

I've found that when you educate your audience about your products or services in an inspiring way, it not only fosters trust but also encourages them to innovate and think differently.

Educate and entertain. Identify key questions from your customers and your community. Next, develop short videos that address each question. Brands can add personality into the content by partnering with thought leaders and experts to bring the content to life.

One of the important pillars of any B2B comms or marketing is inclusivity of diverse audience. How do you make everyone feel welcome so that they can feel confident enough to buy your product or service is imperative. Define a vision for the campaign,include creators across all the planes of categories , make sure each content delivers a robust message , initiate an interactive action and see how the crowd joins in together to push campaign to success.

In line with bigger overall D&I initiatives, diversity and inclusion is extremely important for the brand to have in-house, before even looking to work with relevant B2B influencers.

Diversity is sadly still an afterthought during many campaigns. Authentically celebrating diversity needs to be a core value and lifelong commitment for your brand. Brands and creative agencies frequently view diversity as a way to check a box or only work with talent during their month (BHM, Pride etc). We need to keep doing the work to have everyone understand diversity isn’t just a little thing that needs to be done to maintain your external rep.

🚀 B2B Influencer Content Trends Explore B2B influencer landscape: 1. Micro-Influencers: Niche experts for credibility. 2. Video Dominance: Webinars to short clips. 3. Interactive Experiences: Polls, quizzes for engagement. 4. Long-Form Authority: Thought leadership thrives. 5. Multi-Channel Approach: Diversify beyond LinkedIn. 6. Authentic Storytelling: Transparency builds trust. 7. AI Integration: Streamline with automation. 8. Collaborative Campaigns: Team up for wider impact.

B2B content creators ditch dry decks for engaging formats like interactive videos, co-created podcasts, and live streams. AI helps personalize content and analyze data, while micro-influencers with niche expertise build trust and drive targeted engagement.

A B2B influencer needs to offer: An audience Ability to tell a story To be an authority on the subject That could be a person in your industry. That could also be your CEO, CMO, Head of Sales, or any senior, client-facing exec in your business. Influencer marketing makes sense, but check which influencers you can train and support closer to home before looking elsewhere.

I feel the next big trend would be AR/VR based content creation. With Apple launching its headset, and organizations working towards building AR glasses or headsets, our ways of interacting with social media and others will change completely. The content we would be consuming would be more immersive, and a trend to keep an eye out for.

English : Explore integrating predictive analytics to foresee future trends. By using advanced data, content creators can stay ahead of market expectations and offer innovative insights in tune with emerging needs. Français : Explorez l'intégration d'analyses prédictives pour anticiper les tendances futures. En utilisant des données avancées, les créateurs de contenu peuvent devancer les attentes du marché et offrir des perspectives novatrices en phase avec les besoins émergents.