Are thought leaders in your industry sharing your content? If not, you’re missing a key piece of the influencer marketing puzzle. Today’s buyers are overwhelmed with data from a multitude of sources and have a limited ability to filter through the noise. As a result, buyers resort to trusted influencers as their proxy to meaningful and relevant information. As a...

Create a force of influence for your content. To convey a message, mobilize buyers, and reach the right people at the right time, content marketers are turning to influencers. Influencers are topic experts, thought leaders, or brand advocates who possess strong credibility and/or an extended reach with your target audience. Influencers can help strengthen your content marketing – from creation to clicks. There...

In the last 10 years, B2B and B2C organisations alike have adopted content-driven strategies to attract, convert, nurture, and support customers. Even as the platforms and tactics change, content as a strategy to reach audiences remains powerful and continues to grow. According to a recent study by HubSpot and Smart Insights, most marketers are aware of the value of content...

Mona Hamouly, VP of Social Media Comms at Amex, talks influencer campaigns. On general strategy, Hamouly says, “we like to use influencers to showcase the way card members use our products in their everyday lives…they are often telling our brand story in more interesting ways than we are.” When it comes to choosing those influencers, she tells us that “a lot of that starts with listening…to the conversation around our brand with several tools measuring volume, sentiment and what people are talking about most.” For example, a few months ago the company launched #MyAmex, in which six such influencers took control of the company’s Instagram account (images throughout this post). Hamouly says that the campaign focused on “showing how they are interacting with the card: buying morning coffee, using miles for business trips, etc.”

In today’s age, information overload drives consumers to filter their choices to those few who are most trusted. Becoming “the best answer” for your area of expertise wields incredible influence on the search and social web. And content is your vehicle for influence. It’s one of the most powerful tools in a marketer’s mix to attract, engage and inspire action....

"The investment in co-creation of content between brands and influencers enables quality content at scale. With brands and influencers working together, co-created content can reinforce mutual authority for all involved. In such a cooperative scenario, influencers can gain exposure, brands can reach new audiences, and customers are “info-tained” and inspired to engage. Everybody wins."

With Social Tools Summit (#SocialTools15) right around the corner – May 12 – our Marketing Director, Katie, is ramping up for her panel on “Content Is King! Long Live Content Marketing!” In this panel she’ll be adding to the conversation about how influencer strategies play an integral role in content marketing. You can follow the community that’s already buzzing on LinkedIn and Twitter....