The document presents ten inconvenient truths about creating effective branded content with influencers, emphasizing the importance of genuine collaboration and audience engagement. Key points include the necessity of knowing the right influencers, allowing them to shape the narrative, and the critical role of amplification and transparency in successful campaigns. It highlights that building long-term relationships and recognizing the hard work involved are essential for impactful branded content.

1. 10 INCONVENIENT TRUTHS ABOUT
CREATING BRANDED CONTENT
WITH INFLUENCERS
THIS IS THE TRUTH
We dare you tochange your thinking
P R E S E N T S
Erica Ehm | Publisher & Creator | YummyMummyClub.ca | @YummyMummyClub

2. BRANDED
CONTENT IS EVERYWHERE

3. Collaborate with an outside
partner
Paying for the expertise,
voice and trusted audience
the influencer brings
You enter into a creative
partnership to develop the
content
You develop the creative to
your specifications
Paying to run on influencers
sites
You’re in complete control of
how it looks and what it says
HOLD ON!
You’re about to lose control
BUYING
MEDIA
CREATING
BRANDED
CONTENT

4. I’m the publisher and creator of
YMC—the online destination for
Canadian women with kids.
I started YMC 8 years ago.
The YMC network of bloggers
and influencers reaches 5 million
people every month.
Each year we do between
50 and 100 branded content
programs with our clients.
Wherever
Moms
Are.
Create.
Integrate.
Amplify.
YMC is now
partnering with
Corus Entertainment!
I GET IT

5. It’s all about who you know.
TELL THE TRUTH
How many of these influencers
do you know?
INCONVENIENT TRUTH #1

6. It’s all about who you know.
INCONVENIENT TRUTH #1
You’ll have to do some work to research and get to know the best influencers
for your brand.
THE INSIDE SCOOP
You need to findthe right fit

7. INCONVENIENT TRUTH #2
An influencer should care about
their audience first. Then you.
To create branded content that will resonate with your audience, you have
to come second.
TRUTH EXPOSED!
Integrity is crucial

8. Influencers and publishers aren’t
your marketing department.
INCONVENIENT TRUTH #3
You want them to make it theirs, not yours. That's why you're working with them.
FACE THE FACTSYou need their P.O.V.

9. Branded content is not about selling. It's about storytelling.
INCONVENIENT TRUTH #4
The story matters.
THE NAKED TRUTHMore story, less whorey

10. INCONVENIENT TRUTH #4
The story matters.
USEFUL FUN AUTHENTIC
#SlowCookFun
3,200,000+
impressions

11. INCONVENIENT TRUTH #5
Don’t sell. Engage.
Branded content is about making a connection with your consumer.
THE REAL DEAL
Create meaningful
connections

12. INCONVENIENT TRUTH #5
Don’t sell. Engage.

13. INCONVENIENT TRUTH #5
The Twitter party was great!
A lot of great feedback and
communication between the brand
and followers. Hopefully it will
generate some new policies for
Empire Life!
Don’t sell. Engage.

14. 4,599,632
Total Twitter impressions
3,096+
Tracked Tweets using the hashtag
245,658
People reached
100,000+
Impressions on YMC web site
INCONVENIENT TRUTH #5
Don’t sell. Engage.

15. INCONVENIENT TRUTH #5
h"ps://www.youtube.com/watch?v=_52QzJGEhxc&list=TLqGIr8v1qCEUKMdkMjRB5dxouX0haH56B
29,974 views
& counting...
Don’t sell. Engage.

16. INCONVENIENT TRUTH #6
The stories don’t matter if you
don’t amplify them.
If you build it, they will come. Wrong.
REALITY REVEALED
You need to invest in
spreading the word
spreading the word
spreading the word
spreading the word

17. INCONVENIENT TRUTH #7
WE
HONESTY
Disclosure is your
Absolute best friend.
UNCOVER THE TRUTH
Don’t try to hide it

18. INCONVENIENT TRUTH #7
Disclosure is your
Absolute best friend.
The quickest buzzkill is angry commenters.
I wouldn’t write an article about ANY
product I didn’t actually use or believe
in. It’s a sponsored post, but I’ve
tried a ton of different things and this
is what works for me and my kid.

19. INCONVENIENT TRUTH #8
Choose a pushy partner.
They are successful because they know and respect their audience –
and will protect that.
IT’S A FACTYou should listen whenthey push back
Trust me.

20. INCONVENIENT TRUTH #9
A Relationship means long term.
Influencer, their audience, and your brand: create a relationship and
build an ongoing association between all three.
THE WHOLE STORY
Get in it for the long haul

21. INCONVENIENT TRUTH #9
A Relationship means long term.
!
ENGAGEMENTGROWS EACH YEAR

22. INCONVENIENT TRUTH #9
A Relationship means long term.

23. INCONVENIENT TRUTH #10
It’s hard work.
Holy crap! Who knew that
creating branded content
would be so much work?
Overwhelmed guy at unnamed
publishing company
THE SHOCKING
TRUTH
CUSTOMIZED
CREATIVITY
ANALYSIS
PERSONALITY
+ +
+ =
A LOT OF WORK

24. INCONVENIENT TRUTH #10
It’s hard work.
But it’s worth it.
The Twitter party was great! A lot of great feedback and communication
between the brand and followers. Hopefully it will generate some new
policies for Empire Life!
This program enabled us to reach out to new target groups and showcase our
product through different tactics and channels…creating relevant and
engaging content - way beyond a plain advertorial. These bloggers are
authentic members of the community and have real credibility within it.
They are thoroughly in tune with their audience and know how to integrate
content in a way that truly engages them.

25. INCONVENIENT TRUTH #10
It’s hard work.
Find a creative partner with the right
voice and audience.
Collaborate.
Allow them to brainstorm based on your
objectives.
Create compelling, engaging content for
your audience first, then your brand.
Amplify.
Be transparent and disclose.
Value engagement, not just impressions.

26. Publisher,Creator | YummyMummyClub.ca
erica#@yummymummyclub.ca
@YummyMummyClub
FACT OR FICTION?
Let’s talk
QUESTIONS & ANSWERS
Erica Ehm