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The Intersection Of
Content & Influencer Marketing
#LeanContent | @traackr | @pierreloic
The Importance Of
An Influencer Strategy
For Content Marketing
Awareness Purchase ExperienceConsideration
Marketers have lost control of the
buying process and compete for
the attention their buyers.
The buying process is getting away from marketers.
Buyers are overwhelmed with
data and information sources with
limited ability to sift through the
Buyers resort to selecting people
they can trust as their proxy to
For marketers to stay relevant to
their buyers, they need the tools to
impact authoritative content.
Content is your weapon of
choice in the attention war.
Incorporating inﬂuencers in your
content facilitates reaching new
audiences with brand messages
that are credible and trusted.
“Never doubt that a small group
of thoughtful, committed citizens
can change the world.”
For buyers that
small group = experts
Brands’ attempt to engage
experts have failed.
Pitch influencers #FAIL
Buy influencers #FAIL
Turn fans into influencers #FAIL
Influence the influencers.
Build meaningful relationships
Meaning = Content (not fluff)
Establish Your Content
With An Influencer Strategy
Establish your content
with an influencer strategy
Collaborate to produce
content. There are
limitless ways to produce
and share content with
the help of your
Listen to inﬂuencers to
gain insights. You can
learn a lot by simply
listening to your
Your ability to light up the
right nodes in the online
community will make
people pay attention to
your content and your
ideas. Inﬂuencers are
Measure the impact each
type of content can have
on a given business goal
from awareness to lead
generation to sales and
Listen to your influencers
to gain insights.
Understand your audience
Influencers show you how to engage with your target audience.
Influencers help you grasp trends, spot opportunities, and identify gaps.
💡 Get inspired
Influencers’ content can give you ideas for your own content production.
Keep up with top stories
Influencers are always on top of what’s hot & clued in to what’s coming next.
Involve your influencers in
your content creation.
Curate expert content and add your own value layer.
Link to your influencers’ content from your article.
Involve your influencers in your own content creation.
Develop assets for your influencers to leverage.
Co-create content with your influencers.
Light up the right nodes
in the online community.
🎯 Talk to the right people
Focus on influencers most relevant to the idea you’re trying to convey.
# Use their hashtags
Use hashtags they use when promoting your content.
🗪 Invite their commentary
Engage them w/ a question re: your article (incl. those who don’t agree w/ you).
Engage them in context
Track RT influencer conversations on the topic to engage them in context.
Find who influences the influencers
Find connectors in the community who influence them & engage with them.
Measure the impact content has
on your business goals.
📏 Define success
Settle on output vs. outcome metrics and tracking methodology.
📊 Track macro metrics & trending
Track macro metrics even if you can’t assert causality (i.e. Google Analytics,
CRM/Sales, Net Promoter). Make assumptions and measure trending.
👍 Track micro metrics
Track micro metrics (i.e. referral traffic, trackable links, social shares)
but also make assumptions as they’ll always represent a subset of reality.
Keep notes of qualitative results you may want to quantify on next go around.
To keep in mind
Shift focus: People > Brands
Listen & Adapt
Make friends before you need them
☼ Context is paramount
🎁 Give Give Get