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Rustin Banks presents at Content Marketing World 2013 and shares best practices for tapping the power of social influencers to scale and amplify content marketing efforts.
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10 KEY STRATEGIES
TO MAKE INFLUENCER MARKETING PART OF YOUR CONTENT MARKETING
Rustin Banks CEO TapInfluence
#CMWORLD | @RUSTINB
CONTENT MARKETING WORLD | TAPINFLUENCE
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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
CONTENT MARKETING WORLD | TAPINFLUENCE
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WHAT IS INFLUENCER MARKETING?CONTENT MARKETING ON STEROIDSInfluencer combines the best of content production and content distribution.
#CMWORLD | @RUSTINB
CONTENT MARKETING WORLD | TAPINFLUENCE
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CONTENT MARKETING BUDGETSOVER 30% OF THE MARKETING BUDGET NOW SPENT CREAT-ING AND DISTRIBUTING CONTENT.
CONTENT PRODUCTION 12% of marketing budgets spent creating content
CONTENT DISTRIBUTION 30% of marketing budgets spent reaching people with content
12% 30%12% 30%
#CMWORLD | @RUSTINB
CONTENT MARKETING WORLD | TAPINFLUENCE
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INFLUENCER MARKETING IS...
PRODUCTION DISTRIBUTION INFLUENCE
#CMWORLD | @RUSTINB
CONTENT MARKETING WORLD | TAPINFLUENCE
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HIGH-QUALITY DISTRIBUTED CONTENT
#CMWORLD | @RUSTINB
CONTENT MARKETING WORLD | TAPINFLUENCE
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INFLUENCER MARKETING VERSUSTRADITIONAL CONTENT MARKETING
NATIVE ADVERTISINGTraditional Content Marketing Influencer Marketing
Content Creator Brand Independent Publisher
Distribution Paid Mediums + Owned ChannelsInfluencer Audience + Owned
Channels
Price per Story ≠$200≠$250 (includes distribution
of audience)Voice Advertiser Influencer / Publisher
Amount of Content Few Pieces Many Pieces
Targeting Broad Narrow
#CMWORLD | @RUSTINB
CONTENT MARKETING WORLD | TAPINFLUENCE
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SPONSORED CONTENT IS MAINSTREAMHOW DO YOU GENERATE REVENUE FROM BLOGGING?
Affiliate Networks
Other
Consulting
Guest Appearances / Speaking
Blog Sponsorships
Advertising Networks
Paid Sponsored / Branded Content
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
CONTENT MARKETING WORLD | TAPINFLUENCE
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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
#CMWORLD | @RUSTINB
CONTENT MARKETING WORLD | TAPINFLUENCE
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2. FIND THE RIGHT INFLUENCERS
#CMWORLD | @RUSTINB
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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
GroupHigh TapInfluence
MARKETPLACES
#CMWORLD | @RUSTINB
CONTENT MARKETING WORLD | TAPINFLUENCE
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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
Source: TapInfluence Marketplace and ZigMarketing
#CMWORLD | @RUSTINB
CONTENT MARKETING WORLD | TAPINFLUENCE
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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?
CONTENT MARKETING WORLD | TAPINFLUENCE
#CMWORLD | @RUSTINB 17
4. CRAFT A COMPELLING ASSIGNMENT• EXAMPLE A: THE CORRECT WAY
#CMWORLD | @RUSTINB
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4. CRAFT A COMPELLING ASSIGNMENT• EXAMPLE B: THE INCORRECT WAY
#CMWORLD | @RUSTINB 19
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
CONTENT MARKETING WORLD | TAPINFLUENCE
21#CMWORLD | @RUSTINB
7. RE-USE THE CONTENT
#CMWORLD | @RUSTINB
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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
#CMWORLD | @RUSTINB 25
CONTENT MARKETING WORLD | TAPINFLUENCE
ABOUT TAPINFLUENCE• AUTOMATION SOFTWARE FOR INFLUENCER MARKETING
• MARKETPLACE OF 100,000 AUTHENTICATED INFLUENCERS
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