We’ve said it before: 90% of the world’s data has been generated in the past 2 years, and content marketing is approaching mass adoption. How can you break through the noise and get your message to the right people at the right time?
Many marketers are turning to influencers for content marketing amplification – in fact, a recent poll of 125 marketers shows 59% plan to increase their influencer marketing budget over the next 12 months. This means more marketing departments are devoting time and resources to creating authentic relationships with the people who matter most to their business – influencers who shape the industry as trusted resources.
For content strategies specifically, influencer marketing is not a difficult practice; but it is a process that if followed can help you see how influencers play specific roles in your customers’ decision making process. Building an organized process for identification and content planning will result in an influencer strategy that ties directly to your business goals and boost your long term ROI.
For optimal success, influencer strategy can be developed in tandem with your content audit/planning phase. 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.
Here’s how you can get started:
1. Understand your customers and define your user profiles
Finding the right influencers for your content marketing activities starts by developing a deep understanding of your customers’ needs, goals, and aspirations. Mapping out who you want to influence, what their needs are and who they rely on for information will help you determine who is truly influential to your customer.
2. Map the customer journey and identify influencer touchpoints
Once you develop your customer profiles you can start mapping out their customer journey. At each stage of the journey, your customer will be asking different questions and turning to different sources for information and guidance. To figure out the most relevant influencers to engage, you need to know what your customer is looking for and who they are relying on for advice.
3. Derive topics for each touchpoint and find influencers by topic
After you’ve mapped out the customer journey, identified key touchpoints, and figured out what types of people play a role in your customers’ decision-making and information gathering process at each stage of the journey, you will have more clarity on possible topics to engage your customers via influencers. You can then develop relevant topics for each stage, generate keywords from those topics, and start looking for the people leading the conversations.
“Understanding where your customer is in the buying cycle allows marketers to create focused influence strategies that move them along the path. There’s no sense offering a product or a ‘buy now’ recommendation to someone who isn’t aware of your product or doesn’t know they need it yet. Further, the person who might influence them to become aware or consider a product might not be the same person who will sway them to purchase it.” – Sam Fiorella
What comes next? Download the Ultimate Guide to Content Marketing & Influencer Strategy to learn how to:
Listen to Influencers for Content Insights
Collaboratively Produce Content with Influencers
- Get Started and Gain Momentum