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:

Social Listening/Research

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.

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.

Screen Shot 2015-04-21 at 4.38.09 PM“Sure we have tons of content. We have lots of wonderful new alternatives to identify influencers. Now, what do we do about it?

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


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“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.

Screen Shot 2015-04-21 at 4.43.00 PM“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


Influencer Outreach

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.

Screen Shot 2015-04-21 at 4.44.19 PM“Understand that most B2B influencers are very busy, so make participation attractive and easy for them. They must see that a nominal effort on their part will result in a substantial return.

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

Success Measurement

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.

Screen Shot 2015-04-21 at 4.46.06 PM“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.

Content Marketing and Influencer Strategy