Augment Content Marketing with Influencer Strategy

How ToAUGMENT YOUR CONTENT

MARKETING WITH AN INFLUENCER

STRATEGY

Traackr: Content + Influence


Content MarketingContent is at the center of the value exchange between business and buyer. Jesse Noyes, Kapost

Influencer Strategy

Incorporating influencers in your content facilitates reaching new audiences with brand messages

that are credible and trusted.Lee Odden, TopRank Marketing

http://www.traackr.com

barchartMEASURE

Track Impact

share

DISTRIBUTEAmplify your Content

penCREATEInvolve & Collaborate

calendar

PLANInform Strategy

LISTEN FOR INSIGHTS

INVO

LVE THEM

IN YO

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ON

TENTM

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BIZ

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LIGHT UP THE RIGHT NODES

INFLUENCERSusergroup

calendar PLAN

Listen To Your Influencers To Gain Insights



Know Your Target Audience

userportraitWhen you actively listen to your influencers, you’ll be able to:

check Understand what’s most interesting to your target audience.

check Figure out where conversations are headed.

check See what content works and what doesn’t.

check Figure out where the gaps and opportunities are.

check Formulate questions you can answer.



Keep Up With Top Stories

flameStay on top of content coming from your influencers.

Focus on those with the most relevant audiences so you’re coming to the table with

fresh content that resonates.



Conduct A Content Opportunity Audit

clipboardIn this phase, you’ll want to find out:

check General sentiment towards your topics.

check What your competition is doing.

check What motivates your influencers.

check How your brand is perceived or not perceived.

check How your brand can insert itself into the conversation.



Plan & Prepare Content

flowchartCreate a general content plan: check Define specific topics you want to cover.

check Target influencers to engage.

check Approach specific influencers with ideas for how to work together.



ink CREATE

Involve Your Influencers In Your Content



Curate Expert Content

starframeCurate expert content and add your own value layer.

check Embed their tweets in your posts.check Record a weekly podcast roundup of industry happenings

with your own analysis on top.check Showcase the best of an influencer’s content.

check Combine stats across influencers’ reports into an infographic.check Tell a story by pulling together the different ways

your influencers talk about the same subject.



Build On Your Influencers’ Content

linkGet inspired & link to your influencers’ content

from your article. check Write a review of your influencer’s ebook.

check Answer questions in the comments of your influencers’ blogs.check Turn an influencers’ tweet into a blog post.

check Build off an idea your influencer started and link to their content.



Support Your Influencers’ Content

picturesDevelop assets for your influencers to leverage

and create new unique content. check Use your data to help them tell a story.

check Provide infographics to illustrate their own pieces.check Give them tools to create unique content.

check Share the results of your research in advance.check Provide exclusive content or experiences to write about.



Involve Influencers In Your Content

userframeInvolve influencers in your content creation.

check Poll a group of influencers and share the results.check Interview your influencers to give them a place to shine.

check Share their creations on your own platforms.check Crowdsource insights for your content and give them credit.

check Allow them to vote on your content.



Collaborate To Create Content

pencilbrushpenTo make this work, find individuals who are highly relevant

& who will also benefit from this work. check Co-author a white paper.

check Invite them to be involved in product development.check Co-host webinars & presentations.

check Co-produce a web TV show.check Send them into space and document it :)



share DISTRIBUTE

Light Up The Right Nodes In The Community



Talk To The Right People

bullseyeFocus on the influencers most relevant

to the idea you’re trying to convey.



Invite Their Commentary

QUESTIONCHATEngage your influencers

with a question regarding your article (incl. those who don’t agree with you).



Engage Them In Context

rssTrack real-time influencer conversations on the topic to engage them in context.



Find Who Influences The Influencers

connectionFind the connectors in the community

who influence your influencers and engage with them.These individuals shape the opinions of the people

who drive actions for you.



barchart MEASURE

Measure Success Against Your Business Goals



Define Success Metrics

rulesDefine success based on a your business goals

(i.e. awareness, lead generation, sales, advocacy). Settle on output vs. outcome metrics

and tracking methodology.


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Measuring Ruler for Designers

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Track Macro Metrics & Trending

barchartTrack macro metrics even if you can’t assert causality

(i.e. Google Analytics, CRM/Sales, Net Promoter). Make assumptions & measure trending.



Track Micro Metrics

likeTrack micro metrics

(referral traffic, trackable links, social shares) but also make assumptions

as they’ll always represent a subset of reality.



Keep Tabs & Iterate

syncKeep notes of qualitative results

you may want to quantify on next go around.



Amplify your Content Marketing with an Influencer Strategy

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http://traackr.com/content-marketing-influencer-strategy/
