While the Content Marketing Institute doesn't have that Kardashian/soda brand relationship or actor/automobile manufacturer combo, we use influencers to create an e-book to market Content Marketing World. While you may not be promoting a live event, you likely can learn more about how to create an influencer-based piece of content from the lessons we've learned producing this e-book over the years, including the 2018 Ultimate Guide to Content Marketing. Before you begin the creative, ask yourself (or the agency if you're working with a partner like we did with TopRank Marketing): Working with TopRank, we decided our influencer piece – an e-book – would help generate awareness of the event. The metrics included views, downloads, and shares. However, ultimately the goal is event registration so we also tracked conversions from promotions as well as from any influencers.
For some brands, influencer marketing is a method that has seemingly come out of nowhere and is now considered by many brands to be an established and effective tactic, especially for brands who are trying to target millennials in their campaigns. This type of marketing is expected to grow significantly as the millennial market matures. SaaS had a major impact on the way companies consume cloud services. This ebook looks at how the as a service trend is spreading and transforming IT jobs. Social influencers increasingly have greater impact on consumer brand awareness and purchase considerations.
Content marketing is always changing. It's not something you set and forget. With more access to data and a better understanding of your buyers' preferences, you may always be fine-tuning your approach to content marketing. For those looking for what's now and what's next, we're sharing emerging trends that have increased in popularity throughout the year. Learn why they matter and how you can apply them to your content marketing plan.
Influencer marketing is just another term for celebrity endorsements, only using people who are Internet famous for a particular audience. Getting a piece of content on an influencer's platform or from the influencer themselves is quite powerful. So powerful that the Federal Trade Commission (FTC) has cracked down on some of the more extreme examples. If your content marketing involves connecting with influencers then identifying micro-influencers, those voices that aren't celebrities but hold great weight in a community, will be crucial. Their opinions hold extra weight and can help steer your content development.