Embed Size (px)
DESCRIPTION
When it comes to content marketing, the notion of "if we publish it, they will come" is more wishful thinking than fact. With the amount of content generated every minute on the web approaching light-speed, even the most ingenious of content can fall flat. Content Marketers need a strategy in place in order to get their content in front of the right people, at the right time. The Content as the Currency of Influencer Marketing deck shows you how to align your content with influencer marketing to create impact. This presentation includes: _key insights about the challenges marketers face today, _5 tips to get on the radar of your influencers, _guidelines for collaborating with your influencers to produce content; and _inspiring examples for content marketing and influencer strategy done right This presentation was originally delivered at Content.San Francisco conference, 2014.
Citation preview
Traackr Content As The Currency Of Influencer Marketing
Traackr
@traackr traackr.com
Challenges Facing Marketers☇
Traackr
June 2014
Stimulus First Moment of Truth
Second Moment of Truth
⌂
The mission: Influence the buying process
The old marketing paradigm for inspiring people to buy products & services
Traackr
June 2014
Stimulus First Moment of Truth
Second Moment of TruthZMOT
🔑 🚘 $💲
The buying process is getting away from marketers
📱🗪
At shelfIn-store
ExperiencePre-shoppingIn-store | In-home
Traackr
Traackr
@traackr traackr.com
Do you trust each of the following types of brand communications?
Traackr
@traackr traackr.com
The old way of marketing isn’t working and the new way isn’t working yet
Traackr
@traackr traackr.com
Content + Influence
Traackr
@traackr traackr.com
3%
90% of impact
Never doubt that a small group of thoughtful, committed citizens can change the world—Margaret Mead
Traackr
@traackr traackr.com
For buyers, that small group = experts
Impact of content types across purchase process
Traackr
@traackr traackr.com
Brands’ attempts to engage experts have failed
Pitch influencers #FAILBuy influencers #FAILTurn fans into influencers #FAIL
Traackr
@traackr traackr.com
What’s next?Influence the influencers
Build meaningful relationshipsMeaning = Content (not fluff)
Traackr
@traackr traackr.com
Amplify Your Content With Influencer Strategy
Traackr
@traackr traackr.com
5 Pillars to keep in mind
Shift focus: People > Brands
Listen & Adapt
Make friends before you need them
Context is paramount
Give Give Get
🎁
Traackr
@traackr traackr.com
5 Tips to get started today
Listen Listen to relevant influencer conversations & contribute on trending topics
ReferenceReference & link back to influencer write-ups on topic & let them know
Co-createCo-create content with influencers
SupportDevelop assets for influencers to leverage
SponsorSponsor relevant influencer content
🔗
✒
⚙
$💲
Traackr
@traackr traackr.com
Vend: Raising Brand Awareness
CompanyVend, a global vendor of cloud-based POS software
GoalPositioning as a key player in the industry
SolutionEngagement program: Host online community of top influencers
ChallengeFragmented market, dominated by larger incumbents
Results25+ Industry Influencers500+ Social SharesLift 5K Pageviews in first 30 days (2x traffic)
🏢 ◎
☇ 💡
📊
Traackr
@traackr traackr.com
Asos: Cultivating Advocacy
CompanyAsos, leading online fashion retailer
GoalIncrease referral traffic
SolutionBuild exclusive, high touch engagement program with influential advocates
ChallengePilot program with limited resources, ability to focus on highest yield paramount
Results75K+ pieces of earned media12M direct reach 800% Growth in referrals600% Spontaneous quotes
🏢 ◎
☇ 💡
📊
Traackr
@traackr traackr.com
Learn more
Deepen your knowledge of how Content & Influencer Marketing work together.
Learn how to:Actively listen for influencer insightsProduce content collaborativelyGet started and maintain momentum
Download the eBook ▻
Traackr
@traackr traackr.com
Thanks!
Pierre-Loic Assayag Traackr Founder & CEO [email protected]@pierreloictraackr.com/resources
