10 KEY
STRATEGIES
TO MAKE INFLUENCER MARKETING PART
OF YOUR CONTENT MARKETING
Rustin Banks
CEO TapInfluence
#CMWORLD | @RUSTINB
CONTENT MARKETING WORLD | TAPINFLUENCE
2
WORKING WITH “INFLUENCERS”
FOR 15 YEARS
FROM DIAL-UP BULLETIN...
#CMWORLD | @RUSTINB
CONTENT MARKETING WORLD | TAPINFLUENCE
3
WORKING WITH “INFLUENCERS”
FOR 15 YEARS
TO 100,000 REGISTERED...
WORKING WITH “INFLUENCERS”
FOR 15 YEARS
NOW BUILDING INFLUENCER MARKETING SOFTWARE FOR
THE WORLD’S TOP BRANDS…
CONTENT MAR...
#CMWORLD | @RUSTINB
CONTENT MARKETING WORLD | TAPINFLUENCE
5
WHAT IS
INFLUENCER
MARKETING?
CONTENT
MARKETING ON
STEROIDS
I...
#CMWORLD | @RUSTINB
CONTENT MARKETING WORLD | TAPINFLUENCE
6
CONTENT MARKETING BUDGETS
OVER 30% OF THE MARKETING BUDGET NO...
#CMWORLD | @RUSTINB
CONTENT MARKETING WORLD | TAPINFLUENCE
7
INFLUENCER MARKETING IS...
PRODUCTION DISTRIBUTION INFLUENCE
#CMWORLD | @RUSTINB
CONTENT MARKETING WORLD | TAPINFLUENCE
8
HIGH-QUALITY DISTRIBUTED CONTENT
#CMWORLD | @RUSTINB
CONTENT MARKETING WORLD | TAPINFLUENCE
9
INFLUENCER MARKETING VERSUS
TRADITIONAL CONTENT MARKETING
NAT...
#CMWORLD | @RUSTINB
CONTENT MARKETING WORLD | TAPINFLUENCE
10
SPONSORED CONTENT IS MAINSTREAM
HOW DO YOU GENERATE REVENUE ...
10 KEY
STRATEGIES
TO MAKE INFLUENCER MARKETING PART
OF YOUR CONTENT MARKETING
#CMWORLD | @RUSTINB
CONTENT MARKETING WORLD | TAPINFLUENCE
12
1. THINK SCALE FROM THE BEGINNING
10
5 50 500
9
8
7
6
5
4
3
...
#CMWORLD | @RUSTINB
CONTENT MARKETING WORLD | TAPINFLUENCE
13
2. FIND THE RIGHT INFLUENCERS
#CMWORLD | @RUSTINB
CONTENT MARKETING WORLD | TAPINFLUENCE
14
2. FIND THE RIGHT INFLUENCERS
•	WHAT DOES YOUR TARGET MARKET...
#CMWORLD | @RUSTINB
CONTENT MARKETING WORLD | TAPINFLUENCE
15
3. OFFER A COMPELLING VALUE EXCHANGE
CASH IS KING
< 5,000
$1...
#CMWORLD | @RUSTINB
CONTENT MARKETING WORLD | TAPINFLUENCE
16
4. CRAFT A COMPELLING
ASSIGNMENT
•	COMBINE ENGAGING CONTENT ...
CONTENT MARKETING WORLD | TAPINFLUENCE
#CMWORLD | @RUSTINB 17
4. CRAFT A
COMPELLING
ASSIGNMENT
•	EXAMPLE A: THE
CORRECT WAY
#CMWORLD | @RUSTINB
CONTENT MARKETING WORLD | TAPINFLUENCE
18
4. CRAFT A
COMPELLING
ASSIGNMENT
•	EXAMPLE B: THE
INCORRECT ...
#CMWORLD | @RUSTINB 19
5. DON’T APPROVE
EVERY POST
•	DON’T BE A HOVER PARENT
•	ENCOURAGE EDITORIAL INDEPENDENCE
•	INFLUENC...
#CMWORLD | @RUSTINB
CONTENT MARKETING WORLD | TAPINFLUENCE
20
6. KEEP IT LEGIT AND TRANSPARENT
CONTENT MARKETING WORLD | TAPINFLUENCE
21#CMWORLD | @RUSTINB
7. RE-USE THE CONTENT
#CMWORLD | @RUSTINB
CONTENT MARKETING WORLD | TAPINFLUENCE
22
8. DON’T
MEASURE
VANITY
METRICS
LIKE TOTAL
READERSHIP AND
TO...
#CMWORLD | @RUSTINB
CONTENT MARKETING WORLD | TAPINFLUENCE
23
9. YES, YOU CAN COMPUTE YOUR ROI
#CMWORLD | @RUSTINB
CONTENT MARKETING WORLD | TAPINFLUENCE
24
10. MAKE IT ALWAYS ON
#CMWORLD | @RUSTINB 25
CONTENT MARKETING WORLD | TAPINFLUENCE
ABOUT
TAPINFLUENCE
•	AUTOMATION
SOFTWARE FOR
INFLUENCER
MARK...
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10 Key Strategies for Incorporating Influencer Marketing in Your Content Marketing

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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.

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10 Key Strategies for Incorporating Influencer Marketing in Your Content Marketing

  1. 1. 10 KEY STRATEGIES TO MAKE INFLUENCER MARKETING PART OF YOUR CONTENT MARKETING Rustin Banks CEO TapInfluence
  2. 2. #CMWORLD | @RUSTINB CONTENT MARKETING WORLD | TAPINFLUENCE 2 WORKING WITH “INFLUENCERS” FOR 15 YEARS FROM DIAL-UP BULLETIN BOARDS
  3. 3. #CMWORLD | @RUSTINB CONTENT MARKETING WORLD | TAPINFLUENCE 3 WORKING WITH “INFLUENCERS” FOR 15 YEARS TO 100,000 REGISTERED INFLUENCERS
  4. 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. 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. 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. 7. #CMWORLD | @RUSTINB CONTENT MARKETING WORLD | TAPINFLUENCE 7 INFLUENCER MARKETING IS... PRODUCTION DISTRIBUTION INFLUENCE
  8. 8. #CMWORLD | @RUSTINB CONTENT MARKETING WORLD | TAPINFLUENCE 8 HIGH-QUALITY DISTRIBUTED CONTENT
  9. 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. 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. 11. 10 KEY STRATEGIES TO MAKE INFLUENCER MARKETING PART OF YOUR CONTENT MARKETING
  12. 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. 13. #CMWORLD | @RUSTINB CONTENT MARKETING WORLD | TAPINFLUENCE 13 2. FIND THE RIGHT INFLUENCERS
  14. 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. 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. 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. 17. CONTENT MARKETING WORLD | TAPINFLUENCE #CMWORLD | @RUSTINB 17 4. CRAFT A COMPELLING ASSIGNMENT • EXAMPLE A: THE CORRECT WAY
  18. 18. #CMWORLD | @RUSTINB CONTENT MARKETING WORLD | TAPINFLUENCE 18 4. CRAFT A COMPELLING ASSIGNMENT • EXAMPLE B: THE INCORRECT WAY
  19. 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. 20. #CMWORLD | @RUSTINB CONTENT MARKETING WORLD | TAPINFLUENCE 20 6. KEEP IT LEGIT AND TRANSPARENT
  21. 21. CONTENT MARKETING WORLD | TAPINFLUENCE 21#CMWORLD | @RUSTINB 7. RE-USE THE CONTENT
  22. 22. #CMWORLD | @RUSTINB CONTENT MARKETING WORLD | TAPINFLUENCE 22 8. DON’T MEASURE VANITY METRICS LIKE TOTAL READERSHIP AND TOTAL FOLLOWERS
  23. 23. #CMWORLD | @RUSTINB CONTENT MARKETING WORLD | TAPINFLUENCE 23 9. YES, YOU CAN COMPUTE YOUR ROI
  24. 24. #CMWORLD | @RUSTINB CONTENT MARKETING WORLD | TAPINFLUENCE 24 10. MAKE IT ALWAYS ON
  25. 25. #CMWORLD | @RUSTINB 25 CONTENT MARKETING WORLD | TAPINFLUENCE ABOUT TAPINFLUENCE • AUTOMATION SOFTWARE FOR INFLUENCER MARKETING • MARKETPLACE OF 100,000 AUTHENTICATED INFLUENCERS
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