Best Practices For Incorporating Influencer Marketing in Your Content Marketing Strategy

10 KEY

STRATEGIES TO MAKE INFLUENCER MARKETING PART

OF YOUR CONTENT MARKETINGRustin Banks

&(2�7DSΖQȵXHQFH

#CMWORLD | @RUSTINB

CONTENT MARKETING WORLD | TAPINFLUENCE

2

WORKING WITH “INFLUENCERS” FOR 15 YEARSFROM DIAL-UP BULLETIN BOARDS

#CMWORLD | @RUSTINB


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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…


#CMWORLD | @RUSTINB 4

#CMWORLD | @RUSTINB


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WHAT IS INFLUENCER MARKETING?CONTENT MARKETING ON STEROIDSΖQȵXHQFHU�PDUNHWLQJ�FRPELQHV�WKH

EHVW�RI�FRQWHQW�SURGXFWLRQ�DQG

FRQWHQW�GLVWULEXWLRQ�

#CMWORLD | @RUSTINB


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HIGH-QUALITY DISTRIBUTED CONTENT

#CMWORLD | @RUSTINB


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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%

#CMWORLD | @RUSTINB


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INFLUENCER MARKETING IS...

PRODUCTION DISTRIBUTION INFLUENCE

#CMWORLD | @RUSTINB


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INFLUENCER MARKETING VERSUSTRADITIONAL CONTENT MARKETING

NATIVE ADVERTISINGTraditional Content Marketing ΖQȵXHQFHU�0DUNHWLQJ

Content Creator %UDQG ΖQGHSHQGHQW�3XEOLVKHU

'LVWULEXWLRQ 3DLG�0HGLXPV��2ZQHG�&KDQQHOVΖQȵXHQFHU�$XGLHQFH��2ZQHG�

&KDQQHOV

Price per Story ~$200a��LQFOXGHV�GLVWULEXWLRQ

RI�DXGLHQFH�Voice $GYHUWLVHU ΖQȵXHQFHU��3XEOLVKHU

$PRXQW�RI�&RQWHQW )HZ�3LHFHV 0DQ\�3LHFHV

Targeting %URDG 1DUURZ

Rustin Banks

#CMWORLD | @RUSTINB


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SPONSORED CONTENT IS MAINSTREAMHOW DO YOU GENERATE REVENUE FROM BLOGGING?

$ɝOLDWH�1HWZRUNV

2WKHU

&RQVXOWLQJ

*XHVW�$SSHDUDQFHV��6SHDNLQJ

%ORJ�6SRQVRUVKLSV

$GYHUWLVLQJ�1HWZRUNV

3DLG�6SRQVRUHG��%UDQGHG�&RQWHQW

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

#CMWORLD | @RUSTINB


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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

#CMWORLD | @RUSTINB


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2. FIND THE RIGHT INFLUENCERS

#CMWORLD | @RUSTINB


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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

*URXS+LJK 7DSΖQȵXHQFH

MARKETPLACES

#CMWORLD | @RUSTINB


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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

6RXUFH��7DSΖQȵXHQFH�0DUNHWSODFH�DQG�=LJ0DUNHWLQJ

#CMWORLD | @RUSTINB


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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



#CMWORLD | @RUSTINB


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4. CRAFT A COMPELLING ASSIGNMENT• EXAMPLE B: THE INCORRECT WAY


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.


#CMWORLD | @RUSTINB


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6. KEEP IT LEGIT AND TRANSPARENT

7. RE-USE THE CONTENT#CMWORLD | @RUSTINB 21


#CMWORLD | @RUSTINB


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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

#CMWORLD | @RUSTINB


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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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Best Practices For Incorporating Influencer Marketing in Your Content Marketing Strategy