Content Marketing

    Table of contents
  1. 1. Definition of content marketing
  2. 2. Overview and development of influence marketing and content marketing
  3. 3. Advantages and disadvantages of content marketing
  4. 4. Relevance to influencer marketing
  5. 5. Tips and tricks

Although many resources pit content marketing against influencer marketing, the two really function in conjunction with one another. Influencer marketing represents one type of content marketing. The larger content campaign includes influencer content posted to its owners’ blogs. Content authenticity comprises a vital element of both. 


Definition of content marketing

Content marketing refers to all branded content from a company: blogs, social media posts, whitepapers. Influencer marketing refers to all blogs and social media created by influencers partnered with a brand. It also refers to influencer activity in reposting a brand’s content.


Overview and development of influence marketing and content marketing

Influence marketing began as brand ambassadors conducting in-store events. While it still includes that, it now also includes online brand influencers and brand advocates. Companies hire ambassadors and influencers, but advocates simply mean fans. The benefits of influence marketing include: 

  • Building brand awareness and brand loyalty
  • Strengthening customer trust through authentic messages
  • Increasing brand reach including entering new markets
  • Boosting return on investment (ROI)
  • Search engine optimization assistance

The benefits of influencers spill over into the benefits of content marketing. Influencers help disseminate the brand’s content marketing while creating their own. Content marketing brings to the table: 

  • Greater brand credibility through high-quality content
  • Better customer relations
  • Positions the brand as a niche expert
  • Boosts website/blog traffic
  • Enables cross-channel and platform repurposing of content


Advantages and disadvantages of content marketing

Make influence marketing a part of the content marketing campaign to provide: 

  • Authentic, original content
  • Online experiential content
  • Extend audience reach

Be careful though to provide high-quality content to your influencers. Also, obtain relevant, trusted influencers who create exceptional content. Regardless of the number of followers, without quality posts, the influencer doesn’t generate the needed results, as case studies have shown. There’s a simple catch-22 – your content marketing campaign has to provide relevant, quality content or influencers can’t promote you. They play off of your relevant messages and exclusive branded content. That means it’s a case of your lead, they follow and you speak, they amplify. Your content authenticity matters as much or more than their content authenticity. 


Relevance to influencer marketing

Content marketing provides an opportunity to build trust and content authenticity provides the crux of that. Influence marketing provides the means to amplify that trust and spread the message. People look to others like them for advice on brands and products. That’s true for most people: 78 percent of people talk to friends and family about their product experiences before making a purchase, according to a 2016 report from Edelman Trust Barometer Global. The second go-to group for advice – experts - 65 percent of people turn to next. That means brands need advocates on their side and influencers to disseminate content and create authentic, original posts. Content and content authenticity provide the cornerstone of the PESO model: “paid, earned, shared, owned.” Authentic content created or shared by trusted, relevant expert influencers leads to sales. Influencers comprise members of both go-to groups. They’re someone’s family or friend and they’re experts in their niche. 


Tips and tricks

  • A proper investment brings results. Each $1 spent on influence marketing generates an average ROI of approx. $6.50. 
  • Quality matters. Audience size matters. Your influencers must provide a convergence of the two items. 
  • Audiences favor the real and interesting. They respond to engaging, useful information. Visuals including infographics, photos, and videos making Instagram a popular social media for influencers. 
  • The best influencers get pre-vetted by influencer management agencies. These agencies both create and plan campaigns and build influencer teams. Using them proves much easier and professional than a company trying to do a self-study of hashtags to learn who posts about their topic and contact them. 
  • Get to know your influencers. Follow their blogs and social media profiles on Facebook, Instagram or Twitter. Join conversations on their social media. Share their content and posts. 
  • Talk to potential influencers. Ask about goals, passions, interests, career, and motivations. 
  • Like any working partnership, the one between influencer and brand must be mutually beneficial and . Prepare an answer for what the company will provide for the influencer. Also, have ready a plan for how they’ll fit into your content campaigns.