10 KEY
STRATEGIES TO MAKE INFLUENCER MARKETING PART
OF YOUR CONTENT MARKETINGRustin Banks
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WORKING WITH “INFLUENCERS” FOR 15 YEARSFROM DIAL-UP BULLETIN BOARDS
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WORKING WITH “INFLUENCERS” FOR 15 YEARSTO 100,000 REGISTERED INFLUENCERS
WORKING WITH “INFLUENCERS” FOR 15 YEARSNOW BUILDING INFLUENCER MARKETING SOFTWARE FOR THE WORLD’S TOP BRANDS…
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WHAT IS INFLUENCER MARKETING?CONTENT MARKETING ON STEROIDSΖQȵXHQFHU�PDUNHWLQJ�FRPELQHV�WKH
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HIGH-QUALITY DISTRIBUTED CONTENT
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CONTENT MARKETING BUDGETSOVER 30% OF THE MARKETING BUDGET NOW SPENT CREATING AND DISTRIBUTING CONTENT.
CONTENT PRODUCTION 12% RI�PDUNHWLQJ�EXGJHWV�VSHQW�creating content
CONTENT DISTRIBUTION 30% RI�PDUNHWLQJ�EXGJHWV�VSHQW�reaching people ZLWK�FRQWHQW
12% 30%12% 30%
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INFLUENCER MARKETING IS...
PRODUCTION DISTRIBUTION INFLUENCE
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INFLUENCER MARKETING VERSUSTRADITIONAL CONTENT MARKETING
NATIVE ADVERTISINGTraditional Content Marketing ΖQȵXHQFHU�0DUNHWLQJ
Content Creator %UDQG ΖQGHSHQGHQW�3XEOLVKHU
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Price per Story ~$200a������LQFOXGHV�GLVWULEXWLRQ
RI�DXGLHQFH�Voice $GYHUWLVHU ΖQȵXHQFHU���3XEOLVKHU
$PRXQW�RI�&RQWHQW )HZ�3LHFHV 0DQ\�3LHFHV
Targeting %URDG 1DUURZ
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SPONSORED CONTENT IS MAINSTREAMHOW DO YOU GENERATE REVENUE FROM BLOGGING?
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10%
6%
7%
21%
21%
68%
90%
92%
20% 30% 40% 50% 60% 70% 80% 90% 100%
Source: Zig Marketing | N = 120
10 KEY
STRATEGIES TO MAKE INFLUENCER MARKETING PART
OF YOUR CONTENT MARKETING
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1. THINK SCALE FROM THE BEGINNING10
5 50 500
9
8
7
6
5
4
3
2
1
NUMBER OF INFLUENCERS
1X
4X
10X
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2. FIND THE RIGHT INFLUENCERS
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2. FIND THE RIGHT INFLUENCERS• WHAT DOES YOUR TARGET MARKET LIKE TO READ?
• HOW DO YOU FIND THOSE INFLUENCERS?
GOOGLE DATABASE
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MARKETPLACES
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3. OFFER A COMPELLING VALUE EXCHANGECASH IS KING
< 5,000
$1,000
$0$100$200$300$400$500$600$700$800$900
5,000 -9,999
10,000 -24,999
25,000 -49,999
50,000 -99,999
> 100,000
Blog Size
Reviews$0
$550$500$450$400$350$300$250$200$150$100
$50
Giveaways Events Sponsored Content
Blog for Brand
Average Activity Fee RangeAverage Review Fee Range by Blog Size
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4. CRAFT A COMPELLING ASSIGNMENT• COMBINE ENGAGING CONTENT WITH BRANDING
• ASK YOURSELF: IF I READ THESE POSTS, WOULD I SHARE THEM?
4. CRAFT A COMPELLING ASSIGNMENT• EXAMPLE A: THE CORRECT WAY
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4. CRAFT A COMPELLING ASSIGNMENT• EXAMPLE B: THE INCORRECT WAY
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5. DON’T APPROVE EVERY POST• DON’T BE A HOVER PARENT
• ENCOURAGE EDITORIAL INDEPENDENCE
• INFLUENCERS ARE USUALLY HAPPY TO CHANGE THINGS AFTER THE POST.
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6. KEEP IT LEGIT AND TRANSPARENT
7. RE-USE THE CONTENT#CMWORLD | @RUSTINB 21
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8. DON’T MEASURE VANITY METRICSLIKE TOTAL READERSHIP AND TOTAL FOLLOWERS
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9. YES, YOU CAN COMPUTE YOUR ROI
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10. MAKE IT ALWAYS ON
ABOUT TAPINFLUENCE• AUTOMATION SOFTWARE FOR INFLUENCER MARKETING
• MARKETPLACE OF 100,000 AUTHENTICATED INFLUENCERS
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