Influencer Strategy For Content Marketing – Advice from the experts
Whether you’re orchestrating your influencer marketing and content marketing strategies consciously or implicitly, if you’re doing either, you’re doing both. To convey a message, mobilize buyers, and reach the right people at the right time, content marketers turn to influencers.
To help get you started and strengthen your practice, we’ve combined a list of the best expert advice on influencer strategy for content marketing:
Your influencers can help you shape your content strategy by showing you what is most interesting and engaging to your target audience. Influencers also help you figure out where there are holes in a given conversation so you can fill them with relevant content.
A4: Most companies don’t have influencer hit lists. That’s the first problem. Get one now. #atomicchat
— Joe Pulizzi (@JoePulizzi) July 29, 2014
A4: An influencer hit list are the places where your customers are hanging out when they aren’t on your site. #atomicchat
— Joe Pulizzi (@JoePulizzi) July 29, 2014
Developing Relationships with Influencers
It’s no secret that the brands with the largest presence online aren’t just the biggest brands, but they are also the ones who focus on creating lasting, organic, relationships with the influencers in their space, and they continue to make audience engagement the centerpiece of their social strategy. By creating content and sharing other’s content you are building relationships with other influencers and content creators.
I think the core competency that needs to develop is a mindset transformation from a ‘purchaser of ad space’ to a ‘developer of relationships.’ Here is a model to get you thinking about this in a new way.” – Mark Schaefer
“The biggest key to influencer marketing is building relationships, and having a real value exchange between the company and the influencer. Too many focus on what the influencer can do for them, rather than how they can help the influencer.” – Ann Handley
The Customer Journey (and where influencers fit in)
At each stage of the journey, your customer will be asking different questions and turning to different sources for information and guidance. To figure out the most relevant influencers to engage, you need to know what your customer is looking for and who they are relying on for advice.
“Understanding where your customer is in the buying cycle allows marketers to create focused influence strategies that move them along the path. There’s no sense offering a product or a ‘buy now’ recommendation to someone who isn’t aware of your product or doesn’t know they need it yet. Further, the person who might influence them to become aware or consider a product might not be the same person who will sway them to purchase it.” – Sam Fiorella
From getting on the radar of your influencers to activating advocacy among them, the influencer engagement journey is a process but not a difficult practice. The key to engaging with your influencers is to understand that there are different stages of engagement, from awareness, to engagement, to evangelism. Remember throughout your influencer outreach, it’s important to make participation as easy as possible for your influencers.
Provide information that will make it easy to promote the finished product too, whether it’s a report, and eBook or an infographic. Pre-write social shares and emphasize success.” – Lee Odden
Influencer marketing is as complex as the world that marketers operate in today. For most, quantifying the activation of an influential advocate in sales performance is daunting task. Measuring impact, however, is an imperative at a time when marketers must set difficult and competing priorities for their budgets. Shying away from measuring results is to give way to the path of least resistance at a time when radical change is what’s needed most.
“The biggest problem many brands have when it comes to results from social scoring platforms is the ‘influencer’ targeted is simply another number in a database with a large following and an amplified voice online. This lack of differentiation is guaranteed to provide poor returns.
Instead, the ratio of community to followers is key – a thriving, interactive community that reacts to an influencer is far more important than higher follower numbers.
It’s these qualitative reactions that provide a higher propensity of actions taken by the influencer’s community. Measure how many reactions an influencer is receiving when sharing your message as a percentage of their overall following to extract a more exact return on that specific influencer.” – Danny Brown
To learn more about how influencer strategy can boost your content marketing strategy download the The Ultimate Guide To Content Marketing Influencer Strategy. This guide shows you how these two digital marketing practices fit together. We’ll cover how to harness your influencer strategy to inform your content marketing so you’ll know which topics and conversations have the greatest impact on your objectives.