Quick question, B2B marketers: How many of you wake up feeling like this about your B2B content? via GIPHY Not so much?
“Be the Best Answer” is an expression my team and I have used many times in client strategy planning, training, presentations , webinars , blogging, and in my book Optimize about the intersection of search with owned, earned, paid and shared media.
Companies launching into new markets often spend substantial budgets on advertising and PR in order to create awareness. These investments can be significant when there is no existing affinity between the brand and the solution in target markets.
Much of influencer marketing is about advocacy and as the industry matures and includes more digital marketing intentions than PR, I believe influencers will be viewed more as partners than simple proxies for message distribution.