Source: Augure [download page]
Notes: Brands are most likely to work with influencers to promote their content (67%), though product launches and content creation (59% each) are also popular use cases, with the latter most common among communications professionals, per a recent study from Augure. The survey reveals that events (70%) and guest posts (69%) are considered the most effective content types for brands to leverage with influencers, though webinars and joint whitepapers are tops among B2B marketers.
Meanwhile, identifying the right influencers emerges as brands’ main challenge for their influencer strategies. That was also a leading challenge in a separate poll (of a small group of 37 marketers) conducted by Software Advice, though it fell behind competition with other brands as the top challenge when working with social media advocates.
About the Data: The Augure results are based on a survey of 603 respondents, 48% of whom are marketers and 41% PR professionals. Some 41% come from large companies (more than 1,000 employees) and another 32% from medium-sized companies (51-1,000 employees). More than 4 in 10 respondents are C-level and senior management. Respondents were primarily from Europe (56%), North America (34%) and Latin America (9%).