[ebook preview] rule the school: 5 essential lessons on co-creating content with influencers

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Page 2: [eBook Preview] Rule the School: 5 Essential Lessons on Co-Creating Content with Influencers

Content marketing + influencers

59% of marketers are planning to increase their influencer marketing budgets over the next 12 months.���- Tomoson

of worldwide consumers will take action based on the reviews and recommendations of trusted sources. - Nielsen

84%  

20-50%  

Is the number of purchasing decisions impacted by word-of-mouth. - McKinsey & Company

If you really want to ace content marketing, then it’s time to begin incorporating influencers into your strategy. Get ready to hit to books and learn from top marketers how your brand can use influencer marketing to RULE THE MARKETING SCHOOL.

Page 3: [eBook Preview] Rule the School: 5 Essential Lessons on Co-Creating Content with Influencers

According to Nielsen, content produced by experts is the ONLY type of content that has been proven to exhibit a strong lift in all areas of the purchase cycle. Influencers are worth their weight in gold as they have already engaged and gained credibility with your target audience. And most often, they are looking to partner with brands to further build their personal brand via association. Influencer co-created content doesn’t require a large staff nor budget and it is truly a win/win/win for your digital marketing strategy as it impacts paid, earned, and owned media.

“Influencers are worth their weight in gold as they have already

credibility with your target audience.”

INFLUENCER cheat sheet

Celia Brown @celiabrown

Senior Director of Content Marketing

SAP

Most Likely To: Bring different teams together

and inspire creativity across the organization.

Page 4: [eBook Preview] Rule the School: 5 Essential Lessons on Co-Creating Content with Influencers

INFLUENCER cheat sheet

To successfully approach influencer co-creation, you must have a plan in place before you do anything, and know what your goals are. Ask yourself and your team: what does success look like after your plan is fully in effect? Start out by identifying your influencers, weed out the ones who are untouchable, then put together a list of tactics to get on their radar. Once you start to put the plan in place you are going to have to measure the results and prove the value of your strategy beyond just “engaging with influencers” as that’s not going to be sustainable. 

“Successful content co-creation requires that you have a plan in place before you do anything else.”

Jason Miller @JasonMillerCA

Group Manager, Global Content Marketing

LinkedIn

Most Likely To: Spend time jamming with his band and listening to AC/DC while

simultaneously updating his LinkedIn Profile.

Page 5: [eBook Preview] Rule the School: 5 Essential Lessons on Co-Creating Content with Influencers

Brands can grow their influence amongst customers by co-creating content with industry experts who are already influential.   Use buyer-centric topics and keywords to guide influencer interview questions, titles, link text and social promotions. Brand and influencer expertise should combine to create “the best answer” to solve a customer problem.   When brands engage participating influencers to answer themed questions buyers have during the sales process, the resulting content is more relevant, credible and actionable.

“Co-create content with industry experts that are already influential

to grow brand influence.”

INFLUENCER cheat sheet

Lee Odden@leeodden

CEO TopRank Online Marketing

Most Likely To: Get sand in his beard while relaxing on the beach and sharing photos on Instagram.

Page 6: [eBook Preview] Rule the School: 5 Essential Lessons on Co-Creating Content with Influencers

Co-created content is very effective as an engagement tactic to reach a wider audience. Whether you are creating a crowd-sourced social media campaign or soliciting expert opinions from industry professionals, co-creation provides an inherent dispersal of the creative process and provides more opportunity to generate enthusiasm for the content as a whole. A message is uniquely understood by each individual, so by offering the audience multiple flavors within the context of one campaign you are more likely to appeal to more people’s tastes and optimize for share-ability.

“By offering multiple flavors within one content campaign you are more likely to appeal

to more people’s tastes and sharability.”

INFLUENCER cheat sheet

Matt Gentile @MattGentile

Director of Social Media Century 21

Most Likely To: Lead the charge for bringing people together and finding a sprawling craftsman for

everyone to congregate.

Page 7: [eBook Preview] Rule the School: 5 Essential Lessons on Co-Creating Content with Influencers

When you research a topic on Google, what comes back can be overwhelming… how do you make sense of it all, who do you trust? Buyers are people and they turn to other people who they follow and trust for help in making sense of everything that’s out there. Partnering with the right influencers can be very beneficial to increase awareness of your brand and lead to purchase consideration.

“Buyers are people and they turn to other people who they follow and

trust for help.”

INFLUENCER cheat sheet

Jeannine Rossignol@j9rossignol

Vice President of Marketing Xerox

Most Likely To: Find ways to innovate marketing strategy while managing the busy schedules of

her four sons.

Page 8: [eBook Preview] Rule the School: 5 Essential Lessons on Co-Creating Content with Influencers

HOW TO ACE THE CONTENT MARKETING TEST WITH INFLUENCERS

This is only a sample of what you’ll find in the complete guide to influencer marketing from TopRank Marketing and GroupHigh. In the complete guide you’ll find 5 essential lessons on co-creating winning content marketing with influencers as well as practical advice from 10 of today’s top content marketers. You’ll also get actionable homework to improve your skills immediately. Are you ready to increase the quality and reach of your content? Then download your free copy of “Rule the School: 5 Essential Lessons on Co-Creating Content with Influencers” today!

DOWNLOAD YOUR FREE COPY NOW