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Influencer Marketing & Outreach @BuzzSumo @steverayson
What is an Influencer?
In the context of content marketing an
influencer is “someone who has the ability to
amplify your content.”
An influencer was defined as someone with a retweet rate of 2 or more
Influencer Amplification
Content is amplified by sharing and linking
Which Influencers can help amplify your
content?
An Influencer Is Not:
Someone with lots of followers.
An influencer has an engaged audience in an area that matters to you and your product or service.
An influencer has spent years building an audience which is based on trust and reputation.
Thus there has to be a fit and authenticity.
I use BuzzSumo all the time.
I really recommend it.
Which Influencers Amplify Content In Your Area?
Example Influencer Types
Celebrities or names in your industry(typically these have large followings)Journalists (amplification and reach through distribution)Academics or industry analysts (authority/influence with a targeted audience)Peers(respected by the wider community)
Map the landscape Who influences your target market?
PeersAnalysts Journalists & bloggers
Which ones do they
follow and respect?
What sites, blogs and
publications do your audience
read?
Which peers contribute to the debate and have influence?
1. Find heavily shared content and see who shared and amplified it
2. Find authors of heavily shared content
3. Use BuzzSumo/Other Tools To Search
Filter by Type
Research:• Specific interests and
audience• Examine RTs & reply
ratios• View links they share:– Focused on your
topics?– Share content from
other sites?
–Who shared your content this month?–Who linked to you?–Customers & advocates–Partners, people you do webinars with–People you talk to regularly
You have more friends than you think
Build an outreach or nurturing list
The Starting PointHow can you help your influencers?
• Link to the influencer’s personal site, valuable if you have a high authority or highly ranked site
• Recommend their services • Free or discounted use of your services• Research/share insights before they are public• Share and promote their content with your users
What’s in for them?
PeersAnalysts Journalists & bloggers
Getting inside data
and insights?
Getting good stories that fit with what they are doing?
Building reputation
and exposure
Nurture Relationships
Review & share their recent content
Build Relationships Over Time
• Tweet and share their content• Comment on their blogs• Actively help them – data, case studies, etc• Meet them at events• Seek introduction through a connection• Ask to interview them for your website• Ask them to contribute to content• Collaborate on content
Summary• Map your landscape, who does your audience
respect?– Identify authors of heavily shared content– Identify the people that share and amplify popular
content• Find influencers that best fit your audience– filter by location, reach, authority and engagement
• Create an outreach list of influencers you can help• Build relationships over time
