10 key strategies for incorporating influencer marketing in your content marketing
Post on 17-Oct-2014
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DESCRIPTION
Rustin Banks presents at Content Marketing World 2013 and shares best practices for tapping the power of social influencers to scale and amplify content marketing efforts.TRANSCRIPT
10 KEY STRATEGIES
TO MAKE INFLUENCER MARKETING PART OF YOUR CONTENT MARKETING
Rustin Banks CEO TapInfluence
#CMWORLD | @RUSTINB
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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…
CONTENT MARKETING WORLD | TAPINFLUENCE
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#CMWORLD | @RUSTINB
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WHAT IS INFLUENCER MARKETING?CONTENT MARKETING ON STEROIDSInfluencer combines the best of content production and content distribution.
#CMWORLD | @RUSTINB
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CONTENT MARKETING BUDGETSOVER 30% OF THE MARKETING BUDGET NOW SPENT CREAT-ING AND DISTRIBUTING CONTENT.
CONTENT PRODUCTION 12% of marketing budgets spent creating content
CONTENT DISTRIBUTION 30% of marketing budgets spent reaching people with content
12% 30%12% 30%
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INFLUENCER MARKETING IS...
PRODUCTION DISTRIBUTION INFLUENCE
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HIGH-QUALITY DISTRIBUTED CONTENT
#CMWORLD | @RUSTINB
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INFLUENCER MARKETING VERSUSTRADITIONAL CONTENT MARKETING
NATIVE ADVERTISINGTraditional Content Marketing Influencer Marketing
Content Creator Brand Independent Publisher
Distribution Paid Mediums + Owned ChannelsInfluencer Audience + Owned
Channels
Price per Story ≠$200≠$250 (includes distribution
of audience)Voice Advertiser Influencer / Publisher
Amount of Content Few Pieces Many Pieces
Targeting Broad Narrow
#CMWORLD | @RUSTINB
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SPONSORED CONTENT IS MAINSTREAMHOW DO YOU GENERATE REVENUE FROM BLOGGING?
Affiliate Networks
Other
Consulting
Guest Appearances / Speaking
Blog Sponsorships
Advertising Networks
Paid Sponsored / Branded Content
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
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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
GroupHigh TapInfluence
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
Source: TapInfluence Marketplace and ZigMarketing
#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?
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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
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7. RE-USE THE CONTENT
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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
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ABOUT TAPINFLUENCE• AUTOMATION SOFTWARE FOR INFLUENCER MARKETING
• MARKETPLACE OF 100,000 AUTHENTICATED INFLUENCERS