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?

The nature of these influencers will depend on your target audience. For health and fitness brands they are likely to be instagrammers, while in the gaming market they might be YouTubers and for B2B brands they may be industry thought leaders with large followings across LinkedIn and Twitter.

the benefits of a great influencer

Whether B2B or consumer, a great influencer will not only reinforce the position of your brand, but also extend your reach across both social media and their email list (if they have one). In some cases they may also be able to provide links back to your site from highly relevant domains which can have a significant impact on your SEO. The most important benefit, however, is that it enables you to scale your content generation, not only in terms of blog and image content, but also video which can otherwise be hugely expensive to do well.

Reinforce Brand Positioning

Blog Content

Extend Reach

Image Content

Provide Links

Video Content

next steps

One of the first things we therefore do is draw up a list of target influencers for your market that we believe not only carry considerable weight among your audience but that also embody the personality and values of your brand.

The next step is to agree specific contracts with each of these influencers so that it is crystal clear what you can expect from them and what they can expect from you. This then enables you to build the influencer activity into your broader content calendar so that you are able to efficiently and consistently feature their content, from blog posts to videos, within each of your social media channels.

If you have a particularly strong influencer that you feel really embodies the core values of the brand, you may decide to feature them as a full ambassador on your website, essentially becoming the face of your brand.

Influencer marketing for B2B brands

Influencer marketing tends to be thought of as an entirely consumer facing activity, but that couldn’t be further from the truth. Influencers exist just as commonly within B2B sectors, and in many senses they are easier to engage with. By identifying those experts or thought leaders within your market that harbour the insight you would like your brand to be associated with, you are able to scale your content production whilst reinforcing the position of your brand and expanding your reach among your target audience.

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The first step is to perform in depth research into your business, target audience and competitors to develop a complete strategy for your brand and content, along with all paid and organic channels.

If required, we will then use our research to propose a complete brand identity, including your brand core, product features, organisational values and visual identity.

Before starting any content development, it’s essential that the technical foundations are in place, including domain health, site speed and mobile compatibility.

In order to differentiate the brand we need a number of big ideas to spearhead the content activity, driven by influencer engagement. There must also be a clear content framework that defines the subject and format of content within the monthly calendar.

once the content strategy is defined we need to be clear on the role and objective of each channel, including the search engines, email, blogging and social media sites.

Alongside the brand strategy there should be a targeted advertising campaign focused on lead generation within an agreed CPA (Cost Per Acquisition). Common channels for a CPA campaign include PPC, remarketing and social direct response.

We believe in rapid iteration and that requires regular analysis and reporting focused on a small number of key performance indicators, with the primary emphasis always on sales.