Lee Odden

The Power of Influence in Content Marketing

influencers content marketingWith 2.5 quintillion bytes of data created every day, marketers are challenged to stand out amongst the sheer volume of information confronting their target audience.

At the same time, information overload drives consumers to filter their choices to those few who are most trusted, credible and meaningful. Becoming known as “the best answer” for your domain of expertise wields incredible influence on the search and social web.

When consumers are empowered to create, consume, publish, interact and transact anytime, anywhere, how do brands break through to create meaningful connections and engagement? How does the dynamic of content and influence help fulfill consumer information discovery, consumption and engagement expectations while delivering on business outcomes for the brand?

As a vehicle for influence, content is one of the most powerful tools in a marketer’s mix to attract, engage and inspire action. Content is the currency for building relationships that can boost credibility, influence and action.

I think investing in a content and influencer marketing strategy can be one of the most impactful actions a marketing and communications organization can make.  By incorporating relevant influencers that can inspire action with your content marketing efforts, you can reach new audiences with brand messages that are credible and trusted.

Influencer driven content marketing is one of the best examples of how digital marketing and public relations are converging. The integration of messaging, content, social media and engagement right along with performance measurement and business outcomes should be the focus of any business that wants to differentiate and grow.

Does that mean go after the people with the highest social network follower counts? Not unless you can demonstrate their ability to influence action. With influencer marketing, it’s essential to make the distinction between an egomaniac that spends all their time trying to be famous and a practitioner that connects with their communities in a meaningful way and creates real, measurable impact. Here’s a handy guide from Traackr an presentation from OpenView Venture Partners and an article from KISSmetrics to help with the process of influencer identification.

Whether your brand is engaging with influencers to provide useful information or you’re co-creating content with influencers, there’s a value exchange that benefits everyone involved. Content is the key to that value transfer between brand and consumer, brand and influencer and for the overall community involved.

What are you doing to discover and engage with influencers in your target market? Is becoming more influential as a brand part of your content marketing strategy?

Image: Shutterstock

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Lee Odden About Lee Odden

@LeeOdden is the CEO of TopRank Marketing and editor of Online Marketing Blog. Cited for his expertise by The Economist, Forbes and the Wall Street Journal, he's the author of the book Optimize and presents internationally on B2B marketing topics including content, search, social media and influencer marketing. When not at conferences, consulting, or working with his talented team, he's likely running, traveling or cooking up something new.


  1. That’s a good point about follower count not being the most important metric. It’s more challenging but taking the time to find the person that influences the influencer can be a must more rewarding path to take.

  2. Avatar Italian Restaurant in Mangalor says

    Hello…. Thanks for posting…….Really its great post…..

  3. Avatar Sheetal Sharma says

    Influence plays an important role in content marketing, all the content which is developed and published must be a value add to the target audience,marketers needs to keep in mind these points while content generation.

  4. Avatar Ideal Ice Cream Parlour says

    Hi guy’s… Very great topic… Really its nice to see this Article… Thanks for everyone..

  5. What an amazingly important post. We see leading brands becoming increasingly aware of the importance of influencers and/or experts within their own organizations. You put it very eloquently when you said “Content is the currency for building relationships that can boost credibility, influence and action.”

    Thank you for advancing this conversation and for helping brands see the potential of focusing not just on the content, but on the people who are tied to the content and how this can build relationships and create more value. This is central to ExpertFile in what we do and why we do it.