Blog posts (83%) and videos (67%) are some popular content types B2B brands associate with influencers for, according to TopRank Marketing’s recent report.
As per the report, 91% of B2B marketers consider audience relevance as one of the most essential qualities they seek when selecting influencers. Subject matter expertise (79%) and the publishing platform an influencer uses (72%) are some of the other qualities B2B brands look for.
84% of the marketers listed brand awareness as one of the measurable benefits of working with influencers. 69% of marketers reported lead generation as a benefit, while 58% said working with influencers improved their brand reputation.
Content collaboration/creating brand quotes at 87% was the top influencer-brand activity. Marketing content (82%) and event participation (66%) are other activities that B2B firms and influencers work on.
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