10 Key Strategies for Incorporating Influencer Marketing in Your Content Marketing

  • 779 views
Uploaded on

Rustin Banks presents at Content Marketing World 2013 and shares best practices for tapping the power of social influencers to scale and amplify content marketing efforts.

Rustin Banks presents at Content Marketing World 2013 and shares best practices for tapping the power of social influencers to scale and amplify content marketing efforts.

More in: Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
779
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
35
Comments
0
Likes
2

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. 10 KEY STRATEGIES TO MAKE INFLUENCER MARKETING PART OF YOUR CONTENT MARKETING Rustin Banks CEO TapInfluence
  • 2. #CMWORLD | @RUSTINB CONTENT MARKETING WORLD | TAPINFLUENCE 2 WORKING WITH “INFLUENCERS” FOR 15 YEARS FROM DIAL-UP BULLETIN BOARDS
  • 3. #CMWORLD | @RUSTINB CONTENT MARKETING WORLD | TAPINFLUENCE 3 WORKING WITH “INFLUENCERS” FOR 15 YEARS TO 100,000 REGISTERED INFLUENCERS
  • 4. WORKING WITH “INFLUENCERS” FOR 15 YEARS NOW BUILDING INFLUENCER MARKETING SOFTWARE FOR THE WORLD’S TOP BRANDS… CONTENT MARKETING WORLD | TAPINFLUENCE #CMWORLD | @RUSTINB 4
  • 5. #CMWORLD | @RUSTINB CONTENT MARKETING WORLD | TAPINFLUENCE 5 WHAT IS INFLUENCER MARKETING? CONTENT MARKETING ON STEROIDS Influencer combines the best of content production and content distribution.
  • 6. #CMWORLD | @RUSTINB CONTENT MARKETING WORLD | TAPINFLUENCE 6 CONTENT MARKETING BUDGETS OVER 30% OF THE MARKETING BUDGET NOW SPENT CREAT- ING AND DISTRIBUTING CONTENT. CONTENT PRODUCTION 12% of marketing budgets spent creating content CONTENT DISTRIBUTION 30% of marketing budgets spent reaching people with content 12% 30%12% 30%
  • 7. #CMWORLD | @RUSTINB CONTENT MARKETING WORLD | TAPINFLUENCE 7 INFLUENCER MARKETING IS... PRODUCTION DISTRIBUTION INFLUENCE
  • 8. #CMWORLD | @RUSTINB CONTENT MARKETING WORLD | TAPINFLUENCE 8 HIGH-QUALITY DISTRIBUTED CONTENT
  • 9. #CMWORLD | @RUSTINB CONTENT MARKETING WORLD | TAPINFLUENCE 9 INFLUENCER MARKETING VERSUS TRADITIONAL CONTENT MARKETING NATIVE ADVERTISING Traditional Content Marketing Influencer Marketing Content Creator Brand Independent Publisher Distribution Paid Mediums + Owned Channels Influencer Audience + Owned Channels Price per Story ≠$200 ≠$250 (includes distribution of audience) Voice Advertiser Influencer / Publisher Amount of Content Few Pieces Many Pieces Targeting Broad Narrow
  • 10. #CMWORLD | @RUSTINB CONTENT MARKETING WORLD | TAPINFLUENCE 10 SPONSORED CONTENT IS MAINSTREAM HOW DO YOU GENERATE REVENUE FROM BLOGGING? Affiliate Networks Other Consulting Guest Appearances / Speaking Blog Sponsorships Advertising Networks Paid Sponsored / Branded Content 10% 6% 7% 21% 21% 68% 90% 92% 20% 30% 40% 50% 60% 70% 80% 90% 100% Source: Zig Marketing | N = 120
  • 11. 10 KEY STRATEGIES TO MAKE INFLUENCER MARKETING PART OF YOUR CONTENT MARKETING
  • 12. #CMWORLD | @RUSTINB CONTENT MARKETING WORLD | TAPINFLUENCE 12 1. THINK SCALE FROM THE BEGINNING 10 5 50 500 9 8 7 6 5 4 3 2 1 NUMBER OF INFLUENCERS 1X 4X 10X
  • 13. #CMWORLD | @RUSTINB CONTENT MARKETING WORLD | TAPINFLUENCE 13 2. FIND THE RIGHT INFLUENCERS
  • 14. #CMWORLD | @RUSTINB CONTENT MARKETING WORLD | TAPINFLUENCE 14 2. FIND THE RIGHT INFLUENCERS • WHAT DOES YOUR TARGET MARKET LIKE TO READ? • HOW DO YOU FIND THOSE INFLUENCERS? GOOGLE DATABASE GroupHigh TapInfluence MARKETPLACES
  • 15. #CMWORLD | @RUSTINB CONTENT MARKETING WORLD | TAPINFLUENCE 15 3. OFFER A COMPELLING VALUE EXCHANGE CASH IS KING < 5,000 $1,000 $0 $100 $200 $300 $400 $500 $600 $700 $800 $900 5,000 - 9,999 10,000 - 24,999 25,000 - 49,999 50,000 - 99,999 > 100,000 Blog Size Reviews $0 $550 $500 $450 $400 $350 $300 $250 $200 $150 $100 $50 Giveaways Events Sponsored Content Blog for Brand Average Activity Fee RangeAverage Review Fee Range by Blog Size Source: TapInfluence Marketplace and ZigMarketing
  • 16. #CMWORLD | @RUSTINB CONTENT MARKETING WORLD | TAPINFLUENCE 16 4. CRAFT A COMPELLING ASSIGNMENT • COMBINE ENGAGING CONTENT WITH BRANDING • ASK YOURSELF: IF I READ THESE POSTS, WOULD I SHARE THEM?
  • 17. CONTENT MARKETING WORLD | TAPINFLUENCE #CMWORLD | @RUSTINB 17 4. CRAFT A COMPELLING ASSIGNMENT • EXAMPLE A: THE CORRECT WAY
  • 18. #CMWORLD | @RUSTINB CONTENT MARKETING WORLD | TAPINFLUENCE 18 4. CRAFT A COMPELLING ASSIGNMENT • EXAMPLE B: THE INCORRECT WAY
  • 19. #CMWORLD | @RUSTINB 19 5. DON’T APPROVE EVERY POST • DON’T BE A HOVER PARENT • ENCOURAGE EDITORIAL INDEPENDENCE • INFLUENCERS ARE USUALLY HAPPY TO CHANGE THINGS AFTER THE POST. CONTENT MARKETING WORLD | TAPINFLUENCE
  • 20. #CMWORLD | @RUSTINB CONTENT MARKETING WORLD | TAPINFLUENCE 20 6. KEEP IT LEGIT AND TRANSPARENT
  • 21. CONTENT MARKETING WORLD | TAPINFLUENCE 21#CMWORLD | @RUSTINB 7. RE-USE THE CONTENT
  • 22. #CMWORLD | @RUSTINB CONTENT MARKETING WORLD | TAPINFLUENCE 22 8. DON’T MEASURE VANITY METRICS LIKE TOTAL READERSHIP AND TOTAL FOLLOWERS
  • 23. #CMWORLD | @RUSTINB CONTENT MARKETING WORLD | TAPINFLUENCE 23 9. YES, YOU CAN COMPUTE YOUR ROI
  • 24. #CMWORLD | @RUSTINB CONTENT MARKETING WORLD | TAPINFLUENCE 24 10. MAKE IT ALWAYS ON
  • 25. #CMWORLD | @RUSTINB 25 CONTENT MARKETING WORLD | TAPINFLUENCE ABOUT TAPINFLUENCE • AUTOMATION SOFTWARE FOR INFLUENCER MARKETING • MARKETPLACE OF 100,000 AUTHENTICATED INFLUENCERS