Best Practices For Incorporating Influencer Marketing in Your Content Marketing Strategy

  • Published on
    17-Oct-2014

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TapInfluence CEO, Rustin Banks, shares 10 best practices for tapping the power of social content creators and why they are a critical part of any successful content marketing strategy.

Transcript

10 KEY STRATEGIES

TO MAKE INFLUENCER MARKETING PART OF YOUR CONTENT MARKETING

Rustin Banks &(27DSQXHQFH

#CMWORLD | @RUSTINB

CONTENT MARKETING WORLD | TAPINFLUENCE

2

WORKING WITH INFLUENCERS FOR 15 YEARSFROM DIAL-UP BULLETIN BOARDS

#CMWORLD | @RUSTINB

CONTENT MARKETING WORLD | TAPINFLUENCE

3

WORKING WITH INFLUENCERS FOR 15 YEARSTO 100,000 REGISTERED INFLUENCERS

WORKING WITH INFLUENCERS FOR 15 YEARSNOW BUILDING INFLUENCER MARKETING SOFTWARE FOR THE WORLDS TOP BRANDS

CONTENT MARKETING WORLD | TAPINFLUENCE

#CMWORLD | @RUSTINB 4

#CMWORLD | @RUSTINB

CONTENT MARKETING WORLD | TAPINFLUENCE

5

WHAT IS INFLUENCER MARKETING?CONTENT MARKETING ON STEROIDSQXHQFHUPDUNHWLQJFRPELQHVWKH EHVWRIFRQWHQWSURGXFWLRQDQG FRQWHQWGLVWULEXWLRQ

#CMWORLD | @RUSTINB

CONTENT MARKETING WORLD | TAPINFLUENCE

8

HIGH-QUALITY DISTRIBUTED CONTENT

#CMWORLD | @RUSTINB

CONTENT MARKETING WORLD | TAPINFLUENCE

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CONTENT MARKETING BUDGETSOVER 30% OF THE MARKETING BUDGET NOW SPENT CREATING AND DISTRIBUTING CONTENT.

CONTENT PRODUCTION 12% RIPDUNHWLQJEXGJHWVVSHQWcreating content

CONTENT DISTRIBUTION 30% RIPDUNHWLQJEXGJHWVVSHQWreaching people ZLWKFRQWHQW

12% 30%12% 30%

#CMWORLD | @RUSTINB

CONTENT MARKETING WORLD | TAPINFLUENCE

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INFLUENCER MARKETING IS...

PRODUCTION DISTRIBUTION INFLUENCE

#CMWORLD | @RUSTINB

CONTENT MARKETING WORLD | TAPINFLUENCE

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INFLUENCER MARKETING VERSUSTRADITIONAL CONTENT MARKETING

NATIVE ADVERTISINGTraditional Content Marketing QXHQFHU0DUNHWLQJ

Content Creator %UDQG QGHSHQGHQW3XEOLVKHU

'LVWULEXWLRQ 3DLG0HGLXPV2ZQHG&KDQQHOV QXHQFHU$XGLHQFH2ZQHG&KDQQHOV

Price per Story ~$200aLQFOXGHVGLVWULEXWLRQ

RIDXGLHQFHVoice $GYHUWLVHU QXHQFHU3XEOLVKHU

$PRXQWRI&RQWHQW )HZ3LHFHV 0DQ\3LHFHVTargeting %URDG 1DUURZ

Rustin Banks

#CMWORLD | @RUSTINB

CONTENT MARKETING WORLD | TAPINFLUENCE

10

SPONSORED CONTENT IS MAINSTREAMHOW DO YOU GENERATE REVENUE FROM BLOGGING?

$OLDWH1HWZRUNV

2WKHU

&RQVXOWLQJ

*XHVW$SSHDUDQFHV6SHDNLQJ

%ORJ6SRQVRUVKLSV

$GYHUWLVLQJ1HWZRUNV

3DLG6SRQVRUHG%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

CONTENT MARKETING WORLD | TAPINFLUENCE

12

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

CONTENT MARKETING WORLD | TAPINFLUENCE

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2. FIND THE RIGHT INFLUENCERS

#CMWORLD | @RUSTINB

CONTENT MARKETING WORLD | TAPINFLUENCE

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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 7DSQXHQFH

MARKETPLACES

#CMWORLD | @RUSTINB

CONTENT MARKETING WORLD | TAPINFLUENCE

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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

6RXUFH7DSQXHQFH0DUNHWSODFHDQG=LJ0DUNHWLQJ

#CMWORLD | @RUSTINB

CONTENT MARKETING WORLD | TAPINFLUENCE

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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 17

CONTENT MARKETING WORLD | TAPINFLUENCE

#CMWORLD | @RUSTINB

CONTENT MARKETING WORLD | TAPINFLUENCE

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

#CMWORLD | @RUSTINB 19

5. DONT APPROVE EVERY POST DONT BE A HOVER PARENT

ENCOURAGE EDITORIAL INDEPENDENCE

INFLUENCERS ARE USUALLY HAPPY TO CHANGE THINGS AFTER THE POST.

CONTENT MARKETING WORLD | TAPINFLUENCE

#CMWORLD | @RUSTINB

CONTENT MARKETING WORLD | TAPINFLUENCE

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6. KEEP IT LEGIT AND TRANSPARENT

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

CONTENT MARKETING WORLD | TAPINFLUENCE

#CMWORLD | @RUSTINB

CONTENT MARKETING WORLD | TAPINFLUENCE

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8. DONT MEASURE VANITY METRICSLIKE TOTAL READERSHIP AND TOTAL FOLLOWERS

#CMWORLD | @RUSTINB

CONTENT MARKETING WORLD | TAPINFLUENCE

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9. YES, YOU CAN COMPUTE YOUR ROI

#CMWORLD | @RUSTINB

CONTENT MARKETING WORLD | TAPINFLUENCE

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10. MAKE IT ALWAYS ON

ABOUT TAPINFLUENCE AUTOMATION SOFTWARE FOR INFLUENCER MARKETING

MARKETPLACE OF 100,000 AUTHENTICATED INFLUENCERS

#CMWORLD | @RUSTINB 25

CONTENT MARKETING WORLD | TAPINFLUENCE

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