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How to Incorporate SEO and Influencer Content

Lee Odden
Lee Odden
Content Marketing, Influencer Marketing, SEO

Optimize Influencer Content for Search

Make no mistake, discovery of content through search engines is more important than ever. But the practice of optimizing content for search visibility has changed substantially.

As search engines look for signals of credibility amongst content and links, humans do the same thing. In the way that links alone used to drive the search visibility of a web page up, endorsements and mentions from industry influencers can still boost the visibility of a brand. As a result, the trend towards advocate and influencer marketing is on the rise.

While SEO and influencer content might seem more meatball sundae than PBJ, I assure you, the combination can be whatever you want it to be, because it’s content. Understanding demand for topics reconciled with the brand’s ambitions around a topic, search optimization insights applied to an influencer content program can boost both the quantity and the quality of attraction.


How to Incorporate SEO and Influencer Content

How to Get Executive Buy-In for Your B2B Influencer Marketing Program

TopRank Marketing Editor
TopRank Marketing Editor
Influencer Marketing, Online Marketing

shutterstock_144653342

Increasing numbers of marketers are enthusiastic about the power of influencer marketing – and not just in the B2C marketing world. B2B marketers are also discovering that influencer marketing goes beyond things like asking bloggers to vouch for their products on Twitter in return for a free sample.

Professionals with clout are engaged in active digital conversations about things that matter to them with their audiences – audiences that contain buyers that are influenced about which products and services they buy. According to a study by Nielsen, 85% of consumers seek out trusted expert content when considering a purchase.


How to Get Executive Buy-In for Your B2B Influencer Marketing Program

Content and Influencer Marketing is A Powerful Way to Grow Your Business

Lee Odden
Lee Odden
Content Marketing, Influencer Marketing

influencer content marketing

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.


Content and Influencer Marketing is A Powerful Way to Grow Your Business

Influencer Marketing and Content FTW! 7 Steps to Co-Created Awesome

Lee Odden
Lee Odden
Influencer Marketing

Influencer Marketing

What’s a faster way to connect with a target audience than building thought leadership from scratch? Working with influencers that already have authority and credibility with the target audience you want to reach.

Why so many companies focus only on buying their way into new markets and audiences I may never know. Working with industry influencers through networking, interviews co-created content has been an instrumental approach for our boutique and specialized agency. By connecting with influencers and working with them to achieve mutually beneficial goals, we’ve grown our business substantially.

This post is an in-depth look at how your business can tap into the power of influencers and co-created content through 7 steps that go from planning to implementation to measurement.


Influencer Marketing and Content FTW! 7 Steps to Co-Created Awesome

Top 50 People Most ReTweeted by Digital Marketers – What Does It Mean?

Lee Odden
Lee Odden
Digital Marketing, Influencer Marketing

digital marketer topics

When identifying influencers as part of your social media and content marketing program, topic match and popularity are not enough to qualify an influencer as “effective”.

By effective, I mean the ability and likelihood that a person can actually inspire action amongst a community.

To determine the effectiveness dimension, it’s important to use tools that look at other criteria such as the extent to which people respond and take action in response to a person. When it comes to Twitter, things like ReTweets and sharing of links are signals worth looking at.

To shine a light on the digital marketing category, Leadtail and Punchtab have published a new report (h/t SocialFresh) “How Digital Marketers Engage on Twitter” that includes a list of publishers and people that are the most often mentioned and ReTweeted by digital marketers.


Top 50 People Most ReTweeted by Digital Marketers – What Does It Mean?

9 Tools to Discover Influencers in Your Industry

Lee Odden
Lee Odden
Digital Marketing, Influencer Marketing, Online Marketing

Influencer Discovery Tools

The tide of influence hunting on the web is rising beyond public relations and social media to digital marketing at large.  In particular, there’s growing attention being directed towards influencers as gateways to new audiences.

Influence as the ability for a person to inspire action amongst a community is a very powerful thing and therefore, increasingly appreciated by digital marketing and PR pros alike. An influencer program that identifies, qualifies, engages and maintains relationships with industry influencers can serve as a formidable “force multiplier” for everything from content amplification to product feedback to content co-creation. 

Beyond the “brandividual endorsement”, people with a strong center of influence can provide valuable context and credibility to a company seeking to connect with an audience of buyers. But in an age of information overload and the ability for anyone, anywhere to publish, finding those influential connections in your industry can prove to be a challenge.


9 Tools to Discover Influencers in Your Industry
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