A never ending stream of high quality content simply isn’t sustainable for most organizations. But what if Marketers could tap into a rich source of content optimized for engagement, sharing and action?
This is the promise of co-created content and participation marketing. Not limited to influencers, participation marketing is to partner with others to create content that the community they are a part of would find useful. These co-creation partners might be existing customers, industry influentials, other connected businesses and individuals or even prospective customers.
A brandividual is popular. An influencer is effective at creating popularity.
While many see influencer marketing as a way to simply gain entry to an influencer’s network, there are many more dimensions to it than that. We’ve been experimenting with numerous influencer content projects over the past 3 years and have developed some exciting strategies and processes around influencer engagement and content co-creation.