1.
How To
AUGMENT
YOUR CONTENT
MARKETING
WITH AN INFLUENCER
S TR ATEGY
Traackr: Content + Influence

2.
Traackr: Content + Influence
Content
Marketing
Content is at the center of
the value exchange between
business and buyer.
Jesse Noyes, Kapost
Influencer
Strategy
Incorporating influencers in your
content facilitates reaching new
audiences with brand messages
that are credible and trusted.
Lee Odden, TopRank Marketing

3.
MEASURE
Track Impact
barchart PLAN
Inform Strategy
usergroup
INFLUENCERS
share
DISTRIBUTE
Amplify your Content
pen CREATE
Involve & Collaborate
calendar
LISTEN FOR INSIGHTS
INVOLVE THEM IN YOUR CONTENT
MEASURE AGAINST BIZ GOALS
LIGHT UP THE RIGHT NODES

4.
calendar
PLAN
Listen To Your Influencers
To Gain Insights
Traackr: Content + Influence

5.
Know Your
Target Audience
userportrait
When you actively listen to your influencers, you’ll be able to:
check Understand what’s most interesting to your target audience.
check Figure out where conversations are headed.
check See what content works and what doesn’t.
check Figure out where the gaps and opportunities are.
check Formulate questions you can answer.
Traackr: Content + Influence

6.
Keep Up With
Top Stories
flame
Stay on top of content coming from your influencers.
Focus on those with the most relevant audiences
so you’re coming to the table with
fresh content that resonates.
Traackr: Content + Influence

7.
Conduct A Content
Opportunity Audit
clipboard
In this phase, you’ll want to find out:
check General sentiment towards your topics.
check What your competition is doing.
check What motivates your influencers.
check How your brand is perceived or not perceived.
check How your brand can insert itself into the conversation.
Traackr: Content + Influence

8.
Plan & Prepare
Content
flowchart
Create a general content plan:
check Define specific topics you want to cover.
check Target influencers to engage.
check Approach specific influencers with ideas for how to work together.
Traackr: Content + Influence

9.
ink
CREATE
Involve Your Influencers
In Your Content
Traackr: Content + Influence

10.
Curate
Expert Content
starframe
Curate expert content and add your own value layer.
check Embed their tweets in your posts.
check Record a weekly podcast roundup of industry happenings
with your own analysis on top.
check Showcase the best of an influencer’s content.
check Combine stats across influencers’ reports into an infographic.
check Tell a story by pulling together the different ways
your influencers talk about the same subject.
Traackr: Content + Influence

11.
Build On Your
Influencers’ Content
link
Get inspired & link to your influencers’ content
from your article.
check Write a review of your influencer’s ebook.
check Answer questions in the comments of your influencers’ blogs.
check Turn an influencers’ tweet into a blog post.
check Build off an idea your influencer started and link to their content.
Traackr: Content + Influence

12.
Support Your
Influencers’ Content
pictures
Develop assets for your influencers to leverage
and create new unique content.
check Use your data to help them tell a story.
check Provide infographics to illustrate their own pieces.
check Give them tools to create unique content.
check Share the results of your research in advance.
check Provide exclusive content or experiences to write about.
Traackr: Content + Influence

13.
Involve Influencers
In Your Content
userframe
Involve influencers in your content creation.
check Poll a group of influencers and share the results.
check Interview your influencers to give them a place to shine.
check Share their creations on your own platforms.
check Crowdsource insights for your content and give them credit.
check Allow them to vote on your content.
Traackr: Content + Influence

14.
Collaborate To
Create Content
pencilbrushpen
To make this work, find individuals who are highly relevant
& who will also benefit from this work.
check Co-author a white paper.
check Invite them to be involved in product development.
check Co-host webinars & presentations.
check Co-produce a web TV show.
check Send them into space and document it :)
Traackr: Content + Influence

15.
SHARE
DISTRIBUTE
Light Up The Right Nodes
In The Community
Traackr: Content + Influence

16.
Talk To The
Right People
bullseye
Focus on the influencers most relevant
to the idea you’re trying to convey.
Traackr: Content + Influence

17.
Invite Their
Commentary
QUESTIONCHAT
Engage your influencers
with a question regarding your article
(incl. those who don’t agree with you).
Traackr: Content + Influence

18.
Engage Them
In Context
rss
Track real-time influencer conversations
on the topic to engage them in context.
Traackr: Content + Influence

19.
Find Who Influences
The Influencers
connection
Find the connectors in the community
who influence your influencers and engage with them.
These individuals shape the opinions of the people
who drive actions for you.
Traackr: Content + Influence

20.
barchart
MEASURE
Measure Success Against
Your Business Goals
Traackr: Content + Influence

21.
1 0 1 2 3 4 5
Inches 1 div = 0.1 inch Inches
Points 72 Points = 1 Inch Points
Define
72 0 72 144 216 288 360
Success Metrics
rules
36 36
54 18 18 54
63 27 9 9 27 63
45 45
0 6 12 18 24 30
6 Picas = 72 Points = 1 Inch
mm mm
Define success based on a your business goals
(i.e. awareness, lead generation, sales, advocacy).
Settle on output vs. outcome metrics
and tracking methodology.
Traackr: Content + Influence
1 inch = 2.54cm = 25.4 mm
blogs.adobe.com/vikrant
Print. Fold. Cut. Use.
Apply Gule and stick inside
Measuring Ruler for Designers
0.5 Pts
1 Pts
8 Pts
12 Pts
Picas Picas
1cm = 10 mm = 0.393701 inch
20 10 0 10 20 30 40 50 60 70 80 90 100 110 120 130

22.
Track Macro
Metrics & Trending
barchart
Track macro metrics even if you can’t assert causality
(i.e. Google Analytics, CRM/Sales, Net Promoter).
Make assumptions & measure trending.
Traackr: Content + Influence

23.
Track Micro
Metrics
like
Track micro metrics
(referral traffic, trackable links, social shares)
but also make assumptions
as they’ll always represent a subset of reality.
Traackr: Content + Influence

24.
Keep Tabs
& Iterate
sync
Keep notes of qualitative results
you may want to quantify on next go around.
Traackr: Content + Influence

25.
Amplify your Content Marketing
with an Influencer Strategy
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Traackr: Content + Influence