Content Marketing and Influencers
Being an influencer means understanding when your role is inseparable from a specific part of marketing.
If you want to dedicate yourself to being an influencer, you’ll need to understand the different marketing tools influenced by your role as an influencer. Content marketing and influencer marketing fall hand in hand with one another.
An influencer can be influential without content marketing, but with it, they have a better chance at getting the job done.
Imagine having a peanut butter sandwich, without jelly. It probably won’t be as good as it usually is with jelly. While one can exist without the other, the power of the two together is evident. The same applies for influencers and content marketing.
Brands know that influencers add value to their platforms and overall marketing tactics, but how do they relate to content marketing specifically?
Does an influencer campaign positively affect content marketing? What about ROI? Let’s get into it!
Before influencer marketing and content, inbound marketing was all the rave.
The importance of inbound marketing prompted brands to utilize a new visual, and user-focused way to market.
Inbound marketing became popular once people stopped enjoying interruptive marketing, which included advertisements that pop up in your face.
This type of marketing began as a way to connect with an audience rather than bombard them with a myriad of ads. Today’s consumers understand the market and won’t pay attention to something unworthy.
Ads interrupt the browsing or viewing process, so you’ll need to stand out to grab attention.
Inbound marketing is not a new tool. It’s been around since the mid-2000s and is catching more and more brands’ attention. Inbound marketing focuses on trust between the market and the consumer.
It also focuses on relevance to the customer. It is customer-focused and does not interrupt. The point is to empower your audience with high-value content that leads people to you rather than you disrupting them.
When you practice inbound marketing, you are entering the conversation without being rude or miscalculated.
The great thing is that the conversation is most likely centered around your brand anyway.
First, create content that attracts prospective customers to your brand.
Make the content helpful, educational, and targeted so that it makes sense when you share it. The first time a potential customer interacts with your brand should be enough to lead them to buy. The point is not to gain a sale at this stage but intrigue the potential buyer’s interest.
Next, convert the prospects into leads by offering something for their time. Most people offer a free piece of media that provides more information or a solution to a specific problem.
At this stage, most prospects will become customers since they have already engaged with your content and your brand past a certain point.
Once they become customers, your job is only halfway done. Holding onto their attention over time is critical.
How content marketing works
Great content is the glue for a grand marketing scheme; it’s what keeps everything together.
Content marketing is a vital part of inbound marketing because it focuses on creating content that relates directly to potential and current customers.
Distributing highly valuable, customer-focused content should always be at the top of your priority list. It serves as a means to attract and build a community of loyal and interested customers.
Let’s take a look at some of the content you can create to engage with customers and capture their attention.
Blogs are amazing when it comes to content marketing.
The concept of a blog has been around for some time. A blog attracts customers to a space they wouldn’t usually have access to.
The point is to introduce your brand to prospective customers intimately and honestly. Blogs start the customer-brand relationship and build trust between the two parties.
They serve as a great foundation to a content marketing plan.
Landing pages are meant to “convert” prospects into leads or customers.
People typically use landing pages to convert people who have already engaged with their brand into loyal customers.
At this stage, brands give away something for free for the sake of capturing info about the customer. Brands can then continue the conversation in potential customers email and encourage the person to remain loyal to their brand.
Webinars are great for those that are genuinely intrigued by what a brand has to offer.
The purpose of a webinar is to educate prospects on something they are interested in. Brands may also use webinars to provide a product at the end, which converts leads into customers.
Podcasts or videos have been around for some time. Many people create podcasts for personal reasons, but they play an essential role in marketing.
Podcasts or videos can be used for just about anything, but a lot of marketers use them to increase brand awareness. As you can see, you can publish multiple pieces of content for the sake of marketing. The strategy is to know which part of the content works best for you.
As you can see, there are more content types available to you. You can see where they would fit into your customers’ sales cycle. You’ll notice that content such as blogs are more personal while webinars are more formal.
However, both can be educational and customer-focused. As you move towards your marketing goals, your focus can change to fit what your growing audience desires.
It’s essential to determine exactly where your customer is in your sales cycle so that you can create content that makes sense.
Influencer Marketing as an Inbound Strategy
Influencer marketing is relatively new but extremely useful.
It has increased in popularity and is becoming a profitable way to increase consumer purchases. Influencer marketing is different from content marketing but directly related to it as well.
Influencer-driven content is not created by brands, but it remains relevant because of the content provided. The material shared is controlled by influencers who are mostly everyday people with large platforms that influence others.
Influencers are the best at content marketing because they share content for fun, with no vested interest in a brand.
Of course, that’s only true if the post isn’t sponsored, but even then, there’s some authenticity to it. Content marketing is centered on what customers want. It should resolve the needs of its audiences.
At times, influencers share information without even realizing the influence it has on others.
Types of Influencer Content
Influencer content comes in many forms, but there are three general ways to share content as an influencer.
Many influencers start with a blog and garner loyal communities by sharing authentic content on it. When they blog, their followers enjoy the content and often share it with others.
Platforms such as Instagram thrive because of how many influencers share images as their primary form of content. The great thing about photographs is that they are considered user-generated content for brands to utilize.
Influencers also like to share videos on platforms, such as Youtube, showcasing their favorite products.
Makeup artists love sharing video content of their makeup tutorials using some of their favorite cosmetics brands. Some of the most viewed beauty videos were created by influencers that just loved the products they were using.
Cosmetic queen and online influencer, Jacki Aina, has gained a loyal following of 3 million people on Youtube. She creates tutorial videos highlighting every product she uses for her makeup looks.
She also includes a list of products, with clickable links, in her YouTube descriptions so that consumers can buy for themselves.
Social content such as Twitter or Facebook are also great when it comes to content marketing. Social content also encompasses the other types of influencer that don’t rely on visuals.
They provide immediate content and access that an image might not have.
Where the Two Strategies Intersect
Content marketing is a worthwhile investment for everyday modern brands looking to garner attention from the millennial crowd.
Nothing brings authenticity and humanity to a brand like an influencer’s honest opinion about a product. User-generated content is the best way to increase brand awareness. That’s why combining influencer marketing and content marketing is a no-brainer.
Content marketing helps you publish valuable content that moves consumers to purchase your products — combining that with influencer content bridges the trust gap between brands and customers. It’s a win for everyone.
Influencer marketing can assist your marketing efforts in several ways:
Amplify your brand message
Reaching an audience of people is only the first step.
The critical thing about influencers is that they authentically share your brand message.
Let influencers reach your viewers, and new audiences, freshly and excitingly by creating original content for your work.
Influencers are great for giving recommendations on where to eat, what to wear and what to use.
If you want to know something, you’ll probably ask someone that has had that experience. You would probably ask someone you trust and so would an audience.
Increase awareness of your brand allowing influencers to recommend them.
Influencers have audiences that are loyal and ready to engage.
Brands should want to connect with an audience that connects with them. Influencer help brands increase engagement without seeming annoying like an ad.
It’s difficult for brands to innovate fresh and exciting ideas all the time.
That’s where influencers come in. Influencers provide a new perspective that’s brands may not have thought of before.
They can come up with creative ways to use products to inspire an audience to buy.
How to Start an Influencer Campaign
The first step in starting a campaign is figuring out your goals for the campaign.
This step can be tricky if you’ve never used influencer marketing before. However, it’s easy to get the hang of it.
There is an art form to creating a successful influencer campaign. Here are a few tips to make the process fun and easy.
Focus on engagement
Avoid focusing solely on follower counts when using influencers. A good campaign will look for high engagement via likes, shares, and comments.
The vital thing about influencers is that they know how to remain relevant. Influencers also know how to relate products to customers.
As a brand, it’s essential to understand what kind of influencer you need so that the content they make is relevant to the audience you’re trying to reach.
Make a Plan
When you are ready to use a potential influencer, think about what you would like to be done.
The process won’t be the easiest if you have a big campaign to do, primarily if the influencer has never heard of your brand. It’s essential to start the relationship before asking for collaboration on social media.
Once a connection forms, contact them about working together via social networks.
So, What Do You Think?
We know all this information is daunting, mainly if you haven’t used content marketing or influencer marketing before.
There’s a huge positive impact that influencer marketing can have on your marketing techniques.
To launch a successful influencer marketing campaign, it’s essential to understand all the information we shared with you!
It’s critical to find the influencers who will align with your brand message. It’s also vital that you use your marketing dollars on the right marketing tactics and influencers.
As a brand, you can use influencer marketing with content marketing to create a buzz about your brand. The more relevant you make a campaign, the better it is for your brand awareness.
Here at BeautyClout, we love helping the brand connect with influencers that can increase brand awareness.
Make sure you think about your overall goals and what you want to achieve before trying out these marketing tactics.
You don’t want to use money that doesn’t bring results!