3 Ways To Find Content Inspiration From Influencers
This is a guest post by Ally Greer, Director of Content and Community at Scoop.it
At the beginning of 2015, Facebook founder Mark Zuckerberg announced that he would be taking on the personal challenge of reading one book per month for the duration of the year. He wasn’t trying to start a movement, or even a book club, though. He simply wanted to continue his journey to improve himself each year and shared this goal with the world. Two days later, almost every bookstore in San Francisco was sold out of the book he had announced would be his choice for January. That is influence.
While not everyone is fortunate enough to be as influential as Mark Zuckerberg, there are many incredibly smart, talented, and connected professionals across varying industries who have large followings and numerous relationships within their niche. Their audiences trust what they share, take recommendations from them on which products to use, and turn to them in times of need.
The concept of Influencers has caught on so explosively that author Malcolm Gladwell even came up with a formula to define it more clearly. The equation takes three things into consideration:
If you’re a marketer, you’ve probably heard by this point that your strategy, specifically that related to content, should include some type of Influencer Marketing. As with the majority of marketing tactics, mastering the art of Influencer Marketing begins with a plan. The beginning stages include defining objectives, identifying influencers, and beginning to form relationships. Once you’ve done that, it’s time to really get started. There are many directions in which to take your content and influencer strategy, so here are three ways to leverage Influencers as a part of your content strategy to get you started.
Explore what types of content they are sharing
Once you’ve defined your list of Influencers, it’s time to dig in. What types of things are they writing and sharing? There are many tools – like Traackr – to perform an audit of the content that piques the interests of the Influencers in your space. Once you have this information, analyze the format, topics, and tone of the content that is being shared by your Influencers and use that for inspiration for the content that you’re creating. With access to your Influencers’ social streams, you essentially have a peek into their brains and can define trends in the content that makes them react.
Get yourself on their radar
In addition to exploring the content that your Influencers are sharing, put a second focus on the content that they are creating themselves. This could be something that they’re writing on behalf of a brand, or simply as a part of their personal blog. Once you’ve discovered their content, don’t underestimate the value of a social network “@ mention.” Whether the Influencer you’re trying to engage with responds or not, it’s almost guaranteed that they will see you sharing their content and recognize your name the next time you encounter each other. Relationship building isn’t easy, but it has to start somewhere and that somewhere is here.
Reel them in to your content hub
To take the sharing of Influencers’ content to the next level, marketers can embrace the attention they receive by leading Influencers back to a content hub, or a home for all of their digital content. The benefit of having a content hub rather than limiting sharing and engagement to social media platforms is that marketers are able to bring their audiences – Influencers in this case, consumers in others – to a place where they can access resources including information about the brand, products, and other thought leadership efforts. Sharing Influencer content through a content hub allows marketers to wholly capture the attention of their audience while also preventing losing them to another website.