What is Influencer Marketing?
At its core, influencer marketing is about brands engaging and developing relationships with individuals that have relevant topical reach and resonance amongst a community that aligns with goals of the brand.
Beyond media and industry celebrities, influencers can range from popular book authors/keynote speakers to niche industry experts. Influencers can also include current customers, employees and members of the media.
As our CEO, Lee Odden likes to say, “Everyone is influential about something.”
The key to ROI for brand and influencer relationships is content. When a company works with credible influencers to co-create content, the authority and credibility the influencer has built with their audience becomes available to the brand through the collaboration. Integrating influencers with content beyond marketing can include public relations, public affairs, analyst relations, customer service, talent acquisition and corporate communications. Virtually any kind of public marketing content that a brand creates can include relevant influencers.
Why Are Influencers Effective for Content Marketing?
As consumers become increasingly numb to formal marketing messages and advertising, their trust in information from peers, social network connections and industry experts has increased. That leaves some popular advertising formats out in the cold and the brands that rely solely on paid media for amplification even colder.
By collaborating with influencers on content to achieve mutually beneficial goals, brands can achieve multiple business objectives including:
- Create valuable relationships with influencers to advocate for the brand
- Reach new communities of buyers and even more niche influencers
- Create more, high quality content for marketing through influencer partnerships
- Increase brand thought leadership through connections to industry influencers
Influencer Content Marketing Services & Solutions
Adding influencer marketing to your digital strategy can be an incredibly effective way to build credibility and increase engagement, if done correctly. We can work with you to determine the best approach to influencer marketing for your business by helping you plan and execute a variety of different programs including:
- Integrated Influencer Marketing Strategy
- Content Development with Leading Industry Influencers
- Influencer Identification, Recruiting & Outreach
- Full Influencer Marketing Program Implementation
- Influencer Content Amplification
Examples of Our Influencer Marketing Success
- How to Engage Influencers to Create & Promote Evergreen Content
- Using Co-Created Influencer Content to Increase Awareness & Drive Conference Registration
- Content Marketing in Wonderland – Influencer Driven Content Marketing eBook Series
If your company would like to know more about how working with industry influencers can help grow brand thought leadership while creating more high quality content for marketing, contact us today.