3 Reasons Influencer Marketing Starts with Creating the Right Content

3 Reasons Influencer Marketing Starts with Creating the Right Content

My Facebook news feed is chock full of inspirational quotes and messages from my favorite celebrities. Whether it’s a funny post from Kevin Hart or an inspirational post from Mark Cuban, I always scroll through the “feed” in the morning before getting out of bed. Then, during my lunch breaks, I scroll again to see what’s new.

Finally, while I’m home watching TV and relaxing after a long day, I find myself scrolling through my social media profiles yet again.

Those micro-moments represent a killer advertising opportunity for brands to reach me. Of course I’m a pro at scrolling past the “Promoted Posts”, but the information shared by my favorite individuals is more difficult to ignore. So, as my company grew, I started looking for ways to tap into that audience that, like me, pays attention to key individuals in their daily routine.

Getting influencers (the people that have large, organic audiences) to share information with their fans is called “Influencer Marketing”. But how do you get an influencer’s attention? It can be as simple as having content that they stumble upon and enjoy. Or, you can send them an email pitch, using the process that The Daily Egg recommends on their blog.

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I’ve had personal success reaching influencers by asking them if they’d like to be profiled in my blog, or as part of an upcoming project. A profile can be as simple as a quote, or a more in-depth interview; whatever the influencer prefers.

But, before I reach out, I create multiple channels (Facebook Posts, Tweets, Blog Posts and Landing Pages) stocked with high-quality content related to the target influencer’s area of expertise. This allows the influencer to quickly research me and confirm that I’m a serious individual that produces quality content in their niche.

The way that we find and interact with websites is changing. As we become trained to mentally block-out advertising areas (generally the tops, sides and bottom of sites), it’s more important than ever to structure the text on our site around human behavior.

According to Reboot Online, “When humans encounter a piece of text, we tend to concentrate most on headings, and the first lines of paragraphs. We also usually scan a text before reading it fully all the way through to get an idea of what it’s about and hence, decide if we want to read it all in detail.

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Dear Brand Marketers, Stop Pretending Influencer Marketing = Earned Media, It's Not.

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