influencer collaborations

August 1, 2022 Content Chat Recap: How To Identify And Partner With Industry Peers to Create Compelling Content

August 8, 2022 by Alek Irvin Leave a Comment

Your content marketing team shouldn’t limit itself to working with only internal thought leaders when creating content. Often, there are plenty of brand partners and viable industry experts that are ready to create engaging content with you—that is, of course, if you know how to find, invite, and effectively work with them.

In this #ContentChat, we’re joined by Dennis Shiao (@DShiao), founder of Attention Retention, to discuss how to identify and partner with industry peers to create compelling content. Read the full recap below to learn:

How to find and assess potential content partners
Ways to invite people to create content with you
The many types of content that are ripe for partnership!

Q1: Why can it be beneficial to partner with an industry partner or peer to create content?

There are many benefits of creating content with an industry partner or peer. A partner can add perspectives and insights that complement your own…

A1: A partner can add perspectives and insights that complement your own.
Also, as @crestodina often says, “a partner in creation is a partner in promotion.” #ContentChat https://t.co/4r08QBoCTT
— Dennis Shiao (he/him) ✍️ (@dshiao) August 1, 2022

Promote the content with their audience (expanding your potential reach)…

A1b: Also, a partner can promote the content to their audience, which may not have much overlap with your own (i.e., whole new audiences). #ContentChat
— Dennis Shiao (he/him) ✍️ (@dshiao) August 1, 2022

So true! Too often, content creators spend all their resources on content creation and forget about/run out of budget for the distribution. Partnership helps a bit with that aspect. #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) August 1, 2022

This gives you + your content a “warm introduction” to potential new community members. That’s something paid distribution can’t do.#ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) August 1, 2022

A1: Industry/ peer benefits of creating content is reaching a larger audience with similar target audiences. It’s also great to have other voices on your platform that support your brand! #contentchat ~Jenna
— Nimble (@Nimble) August 1, 2022

Give your content added authority…

A1: Collaborating with industry thought leaders gives your content added authority and a wider range of perspectives and experience than working just with subject matter experts within your own organization.#ContentChat https://t.co/wK7S6CvI0x
— Erika Heald | Content Marketing Consultant (@SFerika) August 1, 2022

A1: Creating content with a reputable industry peer or partner can help you…
– Lend credibility to your ideas
– Infuse diverse perspectives into your content
– Reach more people (assuming your partner promotes the content, too)#ContentChat
— Alek Irvin (@AlekIrvin) August 1, 2022

A1: Working with a partner for content marketing allows you to leverage their authority and tap into new audiences #ContentChat
— Sweepsify (@Sweepsify_) August 1, 2022

And connect you with other content partners.

A1: Partnerships can create new opportunities, introduce new audiences, or provide additional partnerships introductions.#ContentChat https://t.co/YwThkYoWqj
— Kathryn Lang – hopesmith and dream ignitor (@Kathrynclang) August 1, 2022

Q2: Where can content marketers find viable partners or peers to create content with?

March 28, 2022 Content Chat Recap: How Brands Can Collaborate With Influencers For Content Marketing

March 31, 2022 by Alek Irvin Leave a Comment

Influencers can help marketing teams achieve a range of goals—like increasing their brand reach and strengthening trust in their community—but influencer marketing engagements require an informed strategy to drive the most value.

In this #ContentChat recap, the community joins Neal Schaffer (@NealSchaffer), digital social media marketing speaker, consultant, and author, to explore how brands can collaborate with influencers for content marketing. In the below chat recap, you’ll learn:

How to find the best brand influencers
Ways to collaborate with influencers for content marketing
Solutions to common hurdles with influencer marketing

If you’re looking to learn more from Neal about partnering with influencers, download a free preview of his book The Age of Influence and buy your copy through his site.

Q1: How do you define an influencer in a content marketing context? What qualities does an influencer exemplify?

An influencer is anyone who has access to a community that your business would like to reach and the ability to drive action from that community.

A1 But “influencers” aren’t just on Instagram – they are everywhere, and in many B2B industries they include your customers and often your employees. #contentchat
— 🇺🇦 Neal Schaffer | ニール・シェーファー｜夏廉 🇺🇦 (@NealSchaffer) March 28, 2022

A1 So my recommendation is to throw away that “cringy” perspective of influencers that you might have and begin to think of them as people (who are often content creators) who have access to a community that your business would love to get in front of. #contentchat
— 🇺🇦 Neal Schaffer | ニール・シェーファー｜夏廉 🇺🇦 (@NealSchaffer) March 28, 2022

A1: As a B2B content marketer, I define an influencer as a person who my audience trusts as an expert who is able to drive their cultivated audience to action in support of my brand. #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) March 28, 2022

Influencers can help B2B brands create and amplify content.

A1: Influencers can help in your #contentmarketing efforts primarily through helping you create content and/or amplify content. #contentchat
— 🇺🇦 Neal Schaffer | ニール・シェーファー｜夏廉 🇺🇦 (@NealSchaffer) March 28, 2022

I’m glad you mentioned amplification. I’m always surprised how frequently the content amplification piece isn’t explicitly included in influencer marketing agreements and SoWs. #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) March 28, 2022

A1 An influencer is a person whom my target audience already know and maybe trust, which could endorse me in exchange for a reward, thus potentially making sales easier and less costly #ContentChat
— HAGGLETHIS.COM (@hagglethis) March 28, 2022

Thought leaders often make great influencers.

A1: In our strategy, an influencer we work with must be someone who demonstrates thought leadership and expertise in sales, marketing, entrepreneurship, etc. Their content must be consistent and up-to-date ~Julie #ContentChat
— Nimble (@Nimble) March 28, 2022

A1 Yes! Thought leaders are prime examples of influencers because of the inherent influence that they possess in their industry! #ContentChat #InfluencerMarketing https://t.co/GcCvfJsflN
— 🇺🇦 Neal Schaffer | ニール・シェーファー｜夏廉 🇺🇦 (@NealSchaffer) March 28, 2022

As do customers.

Your best customers are poised to become your BEST influencers and brand advocates. So true. #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) March 28, 2022

And other brand advocates or partners.

True. It’s also true that your most valuable contacts may not be customers. People that refer you, or otherwise advocate for you, can drive a lot of revenue. #ContentChat
— Tod Cordill (@todcordill) March 28, 2022

Absolutely, partners too..often they play a big role in converting prospects to customers by showcasing the benefits of a business. Low hanging fruits as they say in #B2B. #ContentChat
— Shruti Deshpande (@shruti12d) March 28, 2022

Think through your customer journey and the various spots that an influencer could help your target buyer.

Yes, the secret is in thinking holistically about “influence” – most companies do this when they map out the customer journey, so adding in potential intersections with potential influencers is a great exercise to do that will uncover potential centers of influence. #ContentChat
— 🇺🇦 Neal Schaffer | ニール・シェーファー｜夏廉 🇺🇦 (@NealSchaffer) March 28, 2022

Shruti recaps the elements of an ideal influencer:

A1. In B2B where I am from, an influencer is someone that
👉Is trusted
👉Has credibility
👉Has enough Klout in the market👉as the word goes influences buyer decisions
👉 Practices what they preach#ContentChat
— Shruti Deshpande (@shruti12d) March 28, 2022

Q2: Why should brands consider partnering with influencers for content marketing?

Do You Know How Much Should You Pay Your Brand Influencers?

February 11, 2021 by Erika Heald Leave a Comment

Consumers’ trust in brands continues to decrease year-over-year, and they actively find new ways to avoid company advertising. This presents a challenge for marketing teams, as they now must explore different ways to connect and build relationships with their audiences.

It should come as no surprise that people most commonly turn to their friends, colleagues, and family to inform their purchasing decisions. But another avenue has become increasingly influential in shaping consumer purchasing habits—brand influencers.

Although some marketers have questioned the value of influencer marketing, these engagements have proven to be a powerful and potentially cost-effective way to expand a brand’s reach:

Marketers who implemented an influencer marketing campaign saw an average of $6.85 in media value for every $1 spent on paid media.
63% of consumers between 18 and 34 say that they trust what influencers say about brands much more than what brands say about themselves.
58% of consumers surveyed said they have even purchased a new product because of an influencer in the last six months.

To maximize the potential results from an influencer marketing campaign, marketers need to understand what value they can expect from influencer marketing, the different types of influencers available, and how much to pay a brand influencer.

Determining the Value of an Influencer Collaboration

Before racing to sign on a high-profile influencer to partner with your brand, your team needs first to identify your brand’s goals and objectives for the influencer relationship.

When developing your initial engagement plan, ask your team these questions to build out your program goals:

What do we hope to gain by partnering with this influencer?
What do we expect of the influencer in this partnership?
Do we want a long-term engagement or just a single campaign?
How does this influencer’s audience differ from our existing audience? Do they reach a niche audience we have yet to tap into?
What do we want this influencer’s audience to do as a result of the collaboration?
How will success be measured? Are we looking for a direct financial return or something else?