Augment Content Marketing with Influencer Strategy
description
Transcript of Augment Content Marketing with Influencer Strategy
How ToAUGMENT YOUR CONTENT
MARKETING WITH AN INFLUENCER
STRATEGY
Traackr: Content + Influence
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
barchartMEASURE
Track Impact
share
DISTRIBUTEAmplify your Content
penCREATEInvolve & Collaborate
calendar
PLANInform Strategy
LISTEN FOR INSIGHTS
INVO
LVE THEM
IN YO
UR C
ON
TENTM
EASU
RE A
GA
INST
BIZ
GO
ALS
LIGHT UP THE RIGHT NODES
INFLUENCERSusergroup
calendar PLAN
Listen To Your Influencers To Gain Insights
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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.
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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.
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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.
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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.
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ink CREATE
Involve Your Influencers In Your Content
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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.
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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.
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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.
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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.
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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 :)
Traackr: Content + Influence
share DISTRIBUTE
Light Up The Right Nodes In The Community
Traackr: Content + Influence
Talk To The Right People
bullseyeFocus on the influencers most relevant
to the idea you’re trying to convey.
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Invite Their Commentary
QUESTIONCHATEngage your influencers
with a question regarding your article (incl. those who don’t agree with you).
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Engage Them In Context
rssTrack real-time influencer conversations on the topic to engage them in context.
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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.
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barchart MEASURE
Measure Success Against Your Business Goals
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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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1. Print at Actual Size, on paper or transparency2. Cut along outer do�ed edges3. Fan-fold along inner do�ed lines.4. Paste into a shape as below or cut individual panels and ring them together
Instructions
Measuring Ruler for Designers
1 2 3 4 50-1
InchesInches 1 div = 1/32 inch
1 inch = 2.54cm = 25.4 mm
blogs.adobe.com/vikrant
Print. Fold. Cut. Use.
Apply Gule and stick inside
Measuring Ruler for Designers
1 2 3 4 501
1 div = 0.1 inch InchesInches
Points Points72 Points = 1 Inch
0 7272 144 216 288 3603636
45455454 1818
99 2727 6363
0.5 Pts1 Pts8 Pts
12 Pts
Picas Picas
1cm = 10 mm = 0.393701 inch
0 6 12 18 24 30
6 Picas = 72 Points = 1 Inch
mm mm
010 10 20 30 40 50 60 70 80 90 100 110 120 13020
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.
Traackr: Content + Influence
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.
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Keep Tabs & Iterate
syncKeep notes of qualitative results
you may want to quantify on next go around.
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Amplify your Content Marketing with an Influencer Strategy
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