According to LinkedIn, 75% of B2B buyers said the winning vendor’s content had a significant impact on their buyer decisions.  At a time when much of the purchase decision process is being researched and conducted online, buyers are turning to content to inform, educate and entertain.

However, content supply exceeds content consumption significantly.  Marketers have responded to the digital buyer by focusing on quantity rather than quality.  The result?  Noise.  Too much for buyers to consume and less effective results for brands.  

• When both sales and marketing align to the buyer journey, content becomes more relevant to the buyer.  According to Tout App, 80% of the marketing content created goes unused by sales.
  
  
• When marketers engage employees to create and share content, they appeal to buyers in a more authentic way.  According to The Edelman Trust Barometer, experts and peers are among the Top 3 most trusted sources of content.

The challenge for marketers today is to motivate their employee experts to invest energy into creating credible content.  These authentic sources are often closer to the buyer.  They understand the market issues.  They're listening to buyer concerns.  They are well positioned to build influence within the market.

Our Expert Content Marketing Workshop is best suited for content and campaign marketing professionals who want to shift the messaging of their campaigns to be more emotive, human and credible.  Take your influencer marketing strategy further by identifying, nurturing and creating expert influencers from within your business.