Influencer Marketing Is A Content And Distribution Two-For-One

Influencer Marketing Is A Content And Distribution Two-For-One. But first and foremost, influencers are content creators. It’s time to start thinking of them as an extension of your one- or two-person content team; influencers are a creative and distribution two-for-one. Connect To And Drive Culture People-first content is the only content that matters. Recommended by Forbes By approaching your influencer and overall content strategy with a people-first mentality, you focus on benefits over features. Just because someone has a micro audience doesn’t mean they’re lacking in quality or influence. Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Therefore, the better question to ask is: Do the followers of the influencers fit the brand? Much of this can be attributed to the fact that no single department or discipline really “owns” influencer marketing, and many brands’ content teams are still siloed between digital, PR and social. If brand teams can plan ahead and sync up, they can get real mileage – and cohesion – out of these programs.

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As 2017 approaches, keep an eye on brands tapping micro- and
mid-tier-influencers to create real, meaningful brand content at a
massive scale. Influencer marketing has long been considered
“content marketing,” but for some reason, it’s still being forced
into a box fit for media and distribution. As the CEO of a Los
Angeles-based influencer marketing agency, I’m regularly confronted
with this misclassification.

With key performance indicators (KPIs) that generally revolve
around reach, impressions or views, click-throughs, cost per
engagement (CPE), cost per view (CPV) and other quantitative
measurements, one of the last measures of success is often the
value of the actual content being generated.

Ask any brand marketer how much time and money goes into
producing content that is uniquely suited for the platform on which
it will live; the answer will be “a lot.” So much, in fact, that
many brands’ social media content suffers immensely, either in
volume or quality – usually both. But brands that want to compete
on social media today need to be creating a lot of

Whether they’re micro, mid-tier or celebrity in stature,
influencers can help you reach important targeted eyeballs. But
first and foremost, influencers are content creators. They are
photographers, videographers and writers who are subject matter
experts and people experts. It’s time to start thinking of them as
an extension of your one- or two-person content team; influencers
are a creative and distribution two-for-one.

As you start your 2017 planning, how can you get the biggest
content bang for your influencer marketing buck?

Connect To And Drive Culture

People-first content is the only content that matters. Gone are
the days of crafting creative ideas around your C-Suite-approved
marketing objectives. Today we are marketing to people on their
terms and we must think creatively with their wants and needs front
and center. The most experienced and trusted influencers are
champions of this – they’ve built entire communities around being
informative, entertaining or empowering, and the best ones are
highly selective of the brands with which they partner.

Recommended by Forbes

By approaching your influencer and overall content strategy with
a people-first mentality, you focus on benefits over features. You
focus on story over messaging. And while it may sound
counterintuitive to set your fourth quarter sales goal to the side,
you are far more likely to achieve it when it’s out of sight and
mind.

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