10 KEY STRATEGIES TO MAKE INFLUENCER MARKETING PART OF YOUR CONTENT MARKETING Rustin Banks &(2 7DSΖQȵXHQFH
Best Practices For Incorporating Influencer Marketing in Your Content Marketing Strategy
Oct 17, 2014
TapInfluence CEO, Rustin Banks, shares 10 best practices for tapping the power of social content creators and why they are a critical part of any successful content marketing strategy.
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10 KEY
STRATEGIES TO MAKE INFLUENCER MARKETING PART
OF YOUR CONTENT MARKETINGRustin Banks
&(2�7DSΖQȵXHQFH
#CMWORLD | @RUSTINB
CONTENT MARKETING WORLD | TAPINFLUENCE
2
WORKING WITH “INFLUENCERS” FOR 15 YEARSFROM DIAL-UP BULLETIN BOARDS
#CMWORLD | @RUSTINB
CONTENT MARKETING WORLD | TAPINFLUENCE
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WORKING WITH “INFLUENCERS” FOR 15 YEARSTO 100,000 REGISTERED INFLUENCERS
WORKING WITH “INFLUENCERS” FOR 15 YEARSNOW BUILDING INFLUENCER MARKETING SOFTWARE FOR THE WORLD’S TOP BRANDS…
CONTENT MARKETING WORLD | TAPINFLUENCE
#CMWORLD | @RUSTINB 4
#CMWORLD | @RUSTINB
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WHAT IS INFLUENCER MARKETING?CONTENT MARKETING ON STEROIDSΖQȵXHQFHU�PDUNHWLQJ�FRPELQHV�WKH
EHVW�RI�FRQWHQW�SURGXFWLRQ�DQG
FRQWHQW�GLVWULEXWLRQ�
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HIGH-QUALITY DISTRIBUTED CONTENT
#CMWORLD | @RUSTINB
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CONTENT MARKETING BUDGETSOVER 30% OF THE MARKETING BUDGET NOW SPENT CREATING AND DISTRIBUTING CONTENT.
CONTENT PRODUCTION 12% RI�PDUNHWLQJ�EXGJHWV�VSHQW�creating content
CONTENT DISTRIBUTION 30% RI�PDUNHWLQJ�EXGJHWV�VSHQW�reaching people ZLWK�FRQWHQW
12% 30%12% 30%
#CMWORLD | @RUSTINB
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INFLUENCER MARKETING IS...
PRODUCTION DISTRIBUTION INFLUENCE
#CMWORLD | @RUSTINB
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INFLUENCER MARKETING VERSUSTRADITIONAL CONTENT MARKETING
NATIVE ADVERTISINGTraditional Content Marketing ΖQȵXHQFHU�0DUNHWLQJ
Content Creator %UDQG ΖQGHSHQGHQW�3XEOLVKHU
'LVWULEXWLRQ 3DLG�0HGLXPV���2ZQHG�&KDQQHOVΖQȵXHQFHU�$XGLHQFH���2ZQHG�
&KDQQHOV
Price per Story ~$200a������LQFOXGHV�GLVWULEXWLRQ
RI�DXGLHQFH�Voice $GYHUWLVHU ΖQȵXHQFHU���3XEOLVKHU
$PRXQW�RI�&RQWHQW )HZ�3LHFHV 0DQ\�3LHFHV
Targeting %URDG 1DUURZ
Rustin Banks
#CMWORLD | @RUSTINB
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SPONSORED CONTENT IS MAINSTREAMHOW DO YOU GENERATE REVENUE FROM BLOGGING?
$ɝOLDWH�1HWZRUNV
2WKHU
&RQVXOWLQJ
*XHVW�$SSHDUDQFHV���6SHDNLQJ
%ORJ�6SRQVRUVKLSV
$GYHUWLVLQJ�1HWZRUNV
3DLG�6SRQVRUHG���%UDQGHG�&RQWHQW
10%
6%
7%
21%
21%
68%
90%
92%
20% 30% 40% 50% 60% 70% 80% 90% 100%
Source: Zig Marketing | N = 120
10 KEY
STRATEGIES TO MAKE INFLUENCER MARKETING PART
OF YOUR CONTENT MARKETING
#CMWORLD | @RUSTINB
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1. THINK SCALE FROM THE BEGINNING10
5 50 500
9
8
7
6
5
4
3
2
1
NUMBER OF INFLUENCERS
1X
4X
10X
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2. FIND THE RIGHT INFLUENCERS
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2. FIND THE RIGHT INFLUENCERS• WHAT DOES YOUR TARGET MARKET LIKE TO READ?
• HOW DO YOU FIND THOSE INFLUENCERS?
GOOGLE DATABASE
*URXS+LJK 7DSΖQȵXHQFH
MARKETPLACES
#CMWORLD | @RUSTINB
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3. OFFER A COMPELLING VALUE EXCHANGECASH IS KING
< 5,000
$1,000
$0$100$200$300$400$500$600$700$800$900
5,000 -9,999
10,000 -24,999
25,000 -49,999
50,000 -99,999
> 100,000
Blog Size
Reviews$0
$550$500$450$400$350$300$250$200$150$100
$50
Giveaways Events Sponsored Content
Blog for Brand
Average Activity Fee RangeAverage Review Fee Range by Blog Size
6RXUFH��7DSΖQȵXHQFH�0DUNHWSODFH�DQG�=LJ0DUNHWLQJ
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4. CRAFT A COMPELLING ASSIGNMENT• COMBINE ENGAGING CONTENT WITH BRANDING
• ASK YOURSELF: IF I READ THESE POSTS, WOULD I SHARE THEM?
4. CRAFT A COMPELLING ASSIGNMENT• EXAMPLE A: THE CORRECT WAY
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CONTENT MARKETING WORLD | TAPINFLUENCE
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4. CRAFT A COMPELLING ASSIGNMENT• EXAMPLE B: THE INCORRECT WAY
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5. DON’T APPROVE EVERY POST• DON’T BE A HOVER PARENT
• ENCOURAGE EDITORIAL INDEPENDENCE
• INFLUENCERS ARE USUALLY HAPPY TO CHANGE THINGS AFTER THE POST.
CONTENT MARKETING WORLD | TAPINFLUENCE
#CMWORLD | @RUSTINB
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6. KEEP IT LEGIT AND TRANSPARENT
7. RE-USE THE CONTENT#CMWORLD | @RUSTINB 21
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8. DON’T MEASURE VANITY METRICSLIKE TOTAL READERSHIP AND TOTAL FOLLOWERS
#CMWORLD | @RUSTINB
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9. YES, YOU CAN COMPUTE YOUR ROI
#CMWORLD | @RUSTINB
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10. MAKE IT ALWAYS ON
ABOUT TAPINFLUENCE• AUTOMATION SOFTWARE FOR INFLUENCER MARKETING
• MARKETPLACE OF 100,000 AUTHENTICATED INFLUENCERS
#CMWORLD | @RUSTINB 25
CONTENT MARKETING WORLD | TAPINFLUENCE
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