A key part of any great content strategy is influencer marketing. After all, who better to create your content than the very people who already own relationships with your target audience?
Whether you’re B2C or B2B, there are people in your market who have reach and credibility among the very audience you wish to engage. So you can either build everything from scratch, or you can accelerate and amplify the process by bringing these superstars onto your team.
When selecting influencers, it’s important to not only consider their reach but also the degree to which they embody the personality and values of your brand. Once this alignment is clear and expectations are established on both sides, building a strategy for developing and leveraging these relationships could be among the most transformative initiatives your brand ever engages in.
Before approaching an influencer, it’s essential that your brand really stands for something that the influencer can buy into, and the content you are creating as part of the broader strategy is content that they’re happy to be associated with.
Once relationships are established and you have the opportunity to capture their insight, you must be able to do it justice. Poor video or audio quality, or failure to capture their tone if in written format, is utterly criminal within influencer engagement. It will devalue the content captured and totally undermine any trust they had in your brand.
Establishing the relationship and capturing their awesome insight is the hard part, so it’s important you now leverage that as broadly as possible across every channel, both online and offline. From ten second audiograms and video clips on social media, to transcriptions going out on email or even via printed magazines, it’s important that as much value as possible is taken from the content. And if it’s evergreen in nature, you can even repurpose again in the future. Content this good deserves to be seen!
Frequently Asked Questions about Influencer Marketing
The choice of platform depends largely on where your target audience hangs out. Instagram, YouTube, TikTok, and Twitter are popular for influencer marketing. Instagram is often favored for its visual content, while YouTube is suitable for longer-form content and reviews.
Collaborations can range from sponsored posts, product reviews, unboxing videos, giveaways, and even long-term brand ambassadorships. The type of collaboration depends on your goals and the influencer’s strengths.
Key metrics include engagement rate (likes, comments, shares), reach, click-through rates, website traffic from influencer links, and conversions. These metrics help gauge the campaign’s impact on brand awareness, engagement, and sales.
Absolutely. Micro-influencers have a smaller but more engaged and niche audience. Their recommendations often carry more weight and authenticity, making them effective for targeted campaigns.
Choose influencers whose values align with your brand. Allow influencers creative freedom within campaign guidelines. Authenticity is key to maintaining credibility and resonating with the influencer’s audience.
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