While Content is King, Influence Reigns as Queen

There’s no question that marketing is in the midst of a chasm that we haven’t seen in our lifetimes. The need to evolve with the changing landscape is clear.

A decade ago broadcast news and newspapers helped spread information and content throughout the world. Back then, if you watched the news or read the paper, then you were well informed about key events happening around the world. Information spread was centrifugal, moving outwards from the center (the news channels.) Hence, all brands focused on television and print media to reach their customers.

Today the way we share information has evolved, thanks to the Internet and social media. While this has made content sharing easy and transparent for consumers, it has become more complex than ever for brands to reach the right audience.

As a marketer, can you reach the right audience–at the right time and place? Read on to consider the benefits of leveraging content marketing and influencer strategy to help you confidently focus on the right audience.

Content is King

You’ve heard it before–content is king. We create 2.5 quintillion bytes of data every day — so much that 90% of the data in the world today has been created in the last two years alone.

This shows that thirst for good content has only increased with changing times. The marketing landscape too seems to have come to the consensus that content is king, and rightfully so. But the debate remains unanswered–who reigns as the queen?

Ruling the marketing landscape for years, the act of creating and sharing content has led people to think that great content alone is the golden egg. This is true, but great content is only the starting point. As Mark Schaefer said, “Creating great content is not the finish line. It’s the starting line.”

With the ever-changing technology landscape, brands will always fall short trying to adapt and reach the right audience at the right time and place. So, how can we change that? The short answer is influencer marketing.

Meet the Reigning Queen of Marketing: Influence

Word-of-mouth has always been the most popular form of marketing because people trust people over brands. 51% of customers trust authoritative content, 27% trust branded content and 22% trust ads. And, thanks to social media and the rise of mobile content consumption, access to word-of-mouth marketing is ever-present. We are constantly engaging with and influencing each other. 3% of people(influencers) create 90% of impact online. Influencers enable content penetration and their influence on those around them drives content marketing.

Here are the top 3 reasons to consider influence, the queen of marketing.

Influencers add value with a new, unique perspective

Influencers add value in more ways than you might expect. Brands tend to play it safe when it comes to messaging, in order to avoid straying too far from the brand image. Since influencers have their own image, they can tweak branded content to fit their avatar. This gives brands a new perspective and possibly new use cases among customers. Learning from influencers’ creative skills and unique style can add variety to the brand’s messaging portfolio.

Influencers are relatable to their audience

Influencers talk from a user’s point of view. This makes them more relatable to customers who use the same products. Influencers can tell a compelling product story that resonates with users, instead of talking about product features.

Influencers bring a new audience to your brand

While influencers have their own audience, some of them may already be part of the brand’s audience– but not all will be. Influencers help new people get under the brand’s radar and open up opportunities in new markets that the brand may have overlooked.

Charming the queen so you stand out from the pack

Seth Godin says, “Marketing is a contest for people’s attention.” Help your brand make a significant splash by creating authentic relationships with the right influencers. This is the first step to working with influencers. Spend time to do your research, add value to them, create a mutually beneficial proposition, and be transparent. Creating content around topics influencers are already sharing will help you stay relevant to the influencer’s audience. This makes influencers more likely to work with your brand thereby augmenting your content marketing strategy.

Creating great content is a base requirement, but knowing your audience and reaching them at the right time through the right channel gets you on their radar. Remember, content is king but influence is his queen, and she has his ear.

What is your opinion on the subject of influence as queen? Leave a comment below and join the conversation.