Content Marketing has dominated much of the conversation about marketing in the past 2 years and the popularity of influencer marketing is also on the rise. What could be better than a combination of both?
The intersection of influencer marketing and co-creation for content marketing is an area we’ve been testing and implementing thoroughly over the past 5 years. Not only have we implemented these campaigns for ourselves in partnership with marketing kingpins like MarketingProfs, Content Marketing Institute and Social Media Examiner, but also major brands like LinkedIn, Dell and McKesson.
But as the approach to content shifts from marketing departments to crowdsourcing, insourcing and community co-creation, I’ve noticed a sharp increase in sloppy or ineffective tactics like influencer outreach.