The positive impact of outside influences on Content Marketing Strategies
Who do you picture in your mind when planning and creating your content? Is it your boss and colleagues, clients and prospects, or maybe competitors and industry experts?
We may start off with the ultimate aim of trying to reach and inform clients and prospects but how often do we end up focusing more on pleasing superiors and co-workers? It’s easy to create content that people within your company will love, or follow a set brief we’ve been given, but that doesn’t necessarily mean that you’ve been influenced by or will influence the right people.
Finding the right influencers
Possible influencers of content marketing strategies basically boil down to anybody who can be considered as a stakeholder; customers, industry experts, government bodies, communities, employees, investors etc. In fact anybody who has an interest, view or need for the information you’ll be creating and distributing. The right influencers are those that have a solid background in your field of interest, excellent subject knowledge and the foresight to identify future trends and developments. Furthermore they should have a wide network of followers who recognise, respect and trust their opinions, in other words a real game changer!
If you haven’t already done so take some time out to identify and research the perfect influencers for your content strategy. They shouldn’t be hard to find, try entering your keywords into Google and see who comes up. Research Twitter, YouTube and other social platforms, again using your keywords and identify accounts with large followers and frequent re-tweets, re-posts, likes and shares. Pulse and Groups on LinkedIn will be a great source for top influencers and will also provide you the opportunity to start engaging with them and their followers. Even better, LinkedIn recommend top influencers for you to follow in your profile view. Talk to colleagues and customers to find out who their ‘go to’ influencers are and read top industry publications.
You’ll find people you didn’t know existed, a wealth of new knowledge and thought provoking views to challenge your own beliefs and understanding. All this food for thought will ultimately make for better content you create for the people you, yourself, are hoping to influence.
Identifying the right influencers will not just improve the quality of your content strategy, it will provide many other leverage opportunities and here are just a few:
- Social sharing: any influencer worth his salt today will have a strong digital following you can tap into
- Discussion: opportunities to engage in topics of common interest either on a one to one basis or within a group
- Great Content: if it’s great information that would benefit your own audience you need to share it or incorporate links into your own content
- Knowledge: up to date and relevant knowledge with which to educate your followers
- Reflection: we all need our thoughts and opinions to be challenged from time to time and a period of re-evaluation
- Peer recommendations: between yourself and those influencers with whom you strike up a good rapport and build a strong relationship with
Influencer marketing is an explosive growth area in marketing today and well worth looking into further.
The positive impact
By now the positive impact of outside influences should be clear. You’re creating stronger, more rounded content that includes insights and foresights from industry experts and influencers, has the opportunity to penetrate a far wider reach and results in a better informed audience. Not only this but the chances are that you too will have learnt a thing or two along the way.
On saying all this and after you have listened to and considered the wealth of knowledge and expertise gleaned from your chosen influencers, it’s important that you are true to your convictions, speak with your own unique voice and are not afraid to publish content that strays from current conventions and may even be considered controversial.
If you found this blog useful then check out the other blogs in our content marketing series:
‘It’s a small world’ is not a phrase that comes to mind when it comes to content marketing. The boundaries are seemingly endless and it can be difficult to know where to begin never mind where to end. If you’d like to understand more about how we might be able to help, then email us on firstname.lastname@example.org or give us a call today.