Creating a B2B Content Marketing Playbook

together toward a shared objective, brands and influencersWorking with influencers generates brand exposure, according to 84% of brand marketers, and 74% of influencers themselves agree.While 70% of influencers are helping brands increase their material and events online, 75% of them believe they are educating an audience on a vital problem, thereby impacting a commercial outcome.Regarding lead generation, 69% of brand managers rely on influencers to assist in creating fresh leads; 43% of influencers feel they are enabling brands to create 

demand and leads. This disparity indicates that, given the goals of their respective businesses, brands and influencers require more effective communication.It is not surprising to see that 14% of influencers are helping brands drive and support CSR initiatives – a trend we expect to see rise going into 2021 as we become more ethically conscious consumers and clearly value influencers in raising awareness.Understanding what influencers expect and 

matching collaboration opportunities with these is another essential component in enabling brand and influencer relationships to grow. This mostly depends on comprehending how open and receptive influencers are to working with companies and how much of their time they dedicate.Beyond the message, e-nailing outreach to influencers is about them as well. It's all about forming a small business with other influencers or acting as an Equan consultant.

Some of these should be paid

straight for services like content creation (writing articles or video production) or event speaking to businesses. Other bloggers may have written books or mostly serve as consultants or strategists for companies. Greater exposure and affiliation with premium brands for these influencers will help to increase their profile as a consultant or stimulate book sales. The objective is to raise the profile of their company since some influencers are still 

employed at a brand advocating for it.Brand managers should take into account the several commercial models for how influencers handle their affairs and provide significant rewards for the influencer in every kind of partnership.Of those asked in our study, 72% stated they would contact a brand and 28% said they would not collaborate with one for free.Of the 50% still with preferences, 68% would rather be approached by a Senior Exec or Lead Subject Matter 

Expert, therefore underscoring the growing importance of integrated employee advocacy and influencer marketing campaigns.Just 4% of influencers with a preference want to be approached by an agency; 28% of them prefer the marketing or communications team of the brand.pectation influencers should participate for "exposure." From an exposure perspective, the influencer is often contributing much more than the customer in the great majority of 

People with authority 

ndervaluing their value an issue here.With 36% of respondents choosing this as the most significant, followed by the brand's reputation, with 29% voting this, influencers really value the brand producing an engaging brief.Regarding the size of a brand, this is low on influencers' top list; only 4% of them rank this as most important and only 3% appreciate how simple brands are to operate with.For brand marketers, the narrative is not all that different. 

Working with influencers, what brands appreciate most: the influencer with relevant audience (91%), followed by the influencer with relevant subject matter expertise (79%). The least valued by marketers are the credentials of an influencer (30%), followed by influencer audience size (32%).This indicates that on both sides, the number of the influencer or the size of a brand is not significant. Reputation, relevancy, and a cooperative alignment and 

compelling project for both sides are what count. nd building a market whereby brands get free talent. Some of these "influencers" want to be paid by serving as advisers with a piece of the start-up; others anticipate that their increasing visibility will generate more demand.ready to commit to collaborations.Depending on the influencer persona—that is, whether they are 

Professional influencers or event

speakers a greater proportion of their earnings would of influencers who feel their campaigns have been effective would not be suitable for a business for free.What we have also observed is that, should influencers find their efforts successful, they are less reluctant to collaborate with a company for free. While only 14% of influencers who consider their campaigns to be 

moderately successful would not work with a business for free, 30% of those who evaluate their campaigns as either extremely successful or successful would not either.This boils down to the point where the influencer has more to offer the company or where the brand has more value to offer. When an influencer has a big audience or great confidence in their initiatives being successful, the value they can provide a company is indisputable and payment is most 

likely needed. Not doing paid job and not identifying as a "influencer" could be traits of influential industry practitioner.78% of influencers say they now work with brands; 22% say they do not; 43% of which would prefer requests for collaboration but 57% would not.The term podcast describes a British neologism composed of iPod, the Apple-branded MP3 player, and broadcasting (Jham et al. 2008, p. 287). This format is composed of individual episodes, 

Conclusion

which have an arbitrary time span and are released periodically. The auditory files can be accessed ondemand. That means, they do not have a fixed time for listening, as they can be downloaded via the internet and played by computers, smartphones, iPods, or other digital players at any time (Rowles & Rogers, 2019, pp. 12– 14). According to the current state of technology, after a digital subscription via a so-called RSS feed (Rich Site Summary), episodically changing auditory content is made available under a thematic umbrella (Brown, 

The RSS machine-readable file formats of web pages and XML files form the technical basis for playing and retrieving podcasts and enable new episodes to be displayed to users automatically, in preferred programs or apps, after subscription (Johnson & Grayden, 2006, p. Since the format’s cornerstone was laid by the radio moderator Adam Curry in 2004, a veritable podcast boom developed shortly after, which was significantly supported by Apple’s iTunes version 4.9. This update from 2005 allowed users to subscribe and manage their 

podcast library (Sterne et alDue to easy access, low production costs, high degree of user-friendliness, relatively inexpensive hardware and software equipment, the auditory format is nowadays increasingly developing and establishing itself as an important tool for online communication (Waddingham et al., 2020, p. 276). Advances in media technology, the ever-increasing popularity as well as the expanded production, entail a diversification of the subje