Content Marketing and Influencer Strategy must work together for either to be successful. 90% of the world’s data has been generated in the past 2 years; and while content marketing is approaching mass adoption, getting a message in front of the right people at the right time is as formidable as it is essential. To rise above the noise, convey a message and mobilize buyers, content marketers are turning to influencers.
“Investing in a content and influencer marketing strategy can be one of the most impactful actions a business can make.” – Lee Odden, TopRank Marketing
In the last 10 years, B2B and B2C organizations alike have quickly adopted content-driven strategies to attract, nurture, enable, inspire, educate and support their customers. Even as the platforms and tactics change, content as a strategy to reach audiences remains powerful and continues to grow.
The first, and possibly the most important step to developing a content marketing and influencer strategy is planning, of course.
Step 1: Get to know your audience in an influencer-focused content audit
Influencers can be very beneficial to your content strategy even before you begin to engage with them. They can help you shape your content strategy by showing you what is most interesting and engaging to your target audience. Influencers also help you figure out where there are holes in a given conversation so you can fill them with relevant content.
With so much information out there, conducting a “traditional” content audit can be overwhelming. Influencers help you cut through the noise and filter content to better grasp trends, spot opportunities and determine what your audience wants.
Things to look for in an influencer-focused content audit:
What’s most interesting to your target audience
Where trends in conversations are headed
What content resonates and what doesn’t
Gaps and opportunities for thought leadership
Your share of voice and what the competition is doing
What motivates your influencers
Step 2: Plan and prep your influencer content strategically
After your audit, you’ll begin to create a content plan that includes specific topics you want to cover and your target influencers. This is the same phase where you begin to lay out your editorial calendar. But keep in mind this calendar will need to be flexible enough to seize opportunities as they arise in our fast-paced digital world.
When you involve influencers in your content, planning is even more important since now you’re dealing with multiple schedules. You may find it helpful and necessary to lay out a process and calendar for influencer engagement, as well. This can help you move through the steps of influencer engagement and get to a point of activation and formalized relationships.
Once you’ve planned your strong content + influencer strategy, you can begin to curate expert content. To learn all the steps to successful content marketing and influencer strategy download our Ultimate Guide To Content Marketing Influencer Strategy.