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The B2B Influencer Challenge: Stop Hiding Behind White Papers

  Dana Harder  ·  2 minute read

B2B Marketers, I’m talking to you.

Let’s be honest, the idea of "influencer content" probably makes you a little nervous. It feels... well, it feels like the wild west of marketing, all fast cuts, dance trends, and branded hashtags. It's a world away from the professional, buttoned-up case studies and white papers you’re used to.

But while you've been focused on polishing your PDFs, the world has changed. A new WPP forecast estimates that in 2025, ad revenue from creator-driven platforms such as YouTube, TikTok, and Instagram will surpass the combined ad revenue of traditional media for the first time. By 2030, creator-led advertising revenue is expected to more than double.

This isn't a fad. It's the new media landscape, and if you're not on it, you're going to be left behind.

The GenAI-Influencer Connection

Remember our conversation about content being summarized by GenAI? Here's where the two topics collide. GenAI heavily relies on influencer and social content to understand trends, language, and audience sentiment. Your buyers, whether they’re looking for a new software solution or a specific manufacturing tool, are also spending their time on these platforms. They're engaging with creators who are breaking down complex topics in accessible, authentic ways.

You can no longer afford to shy away from this space. B2B marketers need to embrace influencer-type content not just to reach humans where they are, but also to ensure your brand's message is part of the digital conversation that GenAI is learning from and summarizing.

Quick Tips to Get Started with B2B Influencer Content

Ready to jump in but not sure where to start? It's not as intimidating as it seems. Here are a few quick ways B2B marketers can begin to build out influencer content:

  • Become the Influencer: You have experts within your own company. Empower them to be your brand's voice. A product manager can create a short, educational video on TikTok breaking down a new feature. A CEO can share a personal, thought-leadership post on LinkedIn about industry trends. This is authentic, and it's right under your nose.
  • Partner with Micro-Influencers: You don't need to hire a celebrity to talk about your software. Instead, find micro-influencers (industry experts, consultants, or analysts with a dedicated following) who are already creating content in your niche. A paid partnership with them will get your brand in front of a highly relevant, engaged audience.
  • Repurpose Existing Content: Take your best Pillar Content and turn it into something shareable. An infographic from a white paper can become a carousel post on LinkedIn. The key insights from a case study can be a short video script for a creator. This bridges the gap between your established content and the fast-paced world of social media.
  • Start with "How-To" Content: The most effective B2B influencer content is often educational. Create quick, valuable tutorials that solve a specific problem your audience faces. Think "3 Ways to Streamline Your Workflow" or "How to Use AI to Optimize Your Sales Pipeline." This type of content is inherently shareable and builds trust.

Influencer content in the B2B space isn't about being cool or trendy; it's about being human, authentic, and meeting your audience where they are. The time to start is now.

Ready to go deeper?

If influencer content is changing the way B2B buyers engage, AI is completely rewriting the rules of search and visibility. Don’t just keep up—get ahead.

👉 Check out The AI Playbook for B2B Marketing, Content & Tech to learn how to integrate AI into your B2B marketing strategy, future-proof your content, and make sure your brand shows up where it matters most.