When it comes to influencer marketing, there are remarkable differences between the B2C and highly technical B2B worlds. Find out why.
Stuart Cording is a reformed electrical engineer turned technical writer who studies and educates about the electronics and semiconductor industry. In short, he is a B2B technical influencer.
When you hear the word influencer, you might conjure a celebrity promoting designer clothes on Twitter or a teenager trying 40 different shades of lipstick on Instagram. While some of the same channels might be leveraged, Stuart explains how being an influencer in a technical B2B industry is a bit unique.
For one, the influencer needs to have enough expertise to understand how a product works and where it might be best used. They may not always get their hands physically on a product, given constraints such as pricing or size. They also don't need the massive reach of a B2C influencer, rather a deep niche focus will produce more traction. These are some of the reasons why there are not as many influencers in the electronics and semiconductor space today.
During the episode Stuart and I debate the differences between industry trade press editors and influencers, and he covers the types of services that technical B2B influencers provide.
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