Lauren Zoltick 🌈

With B2C influencer marketing, two of the most important factors when selecting partners is to find creators that are or should be using your product, and whose audience should, as well. When we find creators who are already fans and users, the integrations are always more effective. B2B marketing should be no different. You need partners who understand the product and it’s value to be able to effectively show that to their audience.

The best way to build alignment around a new content strategy, with content creators and senior leadership alike, is to clearly show the potential impact. If the content strategy is logical, differentiated, and achievable, and will drive direct impact to the business, earning buy-in with leadership and motivating content creators will happen nearly organically. As with any new strategy, test often, fail fast, and constantly iterate. Your strategy can and should change when you learn what works or what doesn’t. Involve your team in this framework. Empower them to think like an owner and show how their work drives bigger and bigger impact.