TopRank® Marketing chief executive and co-founder Lee Odden conducted a live Twitter chat ahead of his September speaking event at Content Marketing World, exploring the evolution of influencer marketing.
Lee will be speaking multiple times during Content Marketing World over the week of September 4 - 7 at the Huntington Convention Center in Cleveland, and his recent Twitter live chat — presented below — offers an excellent glimpse into many areas he'll be covering.
Content Marketing World: What are the advantages of working with influencers and producing co-created content?
Lee: At the most basic level, collaborating with relevant influencers to co-create content that is promoted by those influencers helps brands connect with potential customers that are ignoring the brand’s advertising and salesy promotions.
Trusted experts with personality and persuasion skills are good people to have in your corner when it comes to content marketing.
But there are other benefits too including boosting SEO performance of content, providing a source of content creation expertise outside of your marketing department, insights into the industry, creative skills not present within your company - to name a few.
For those that like lists, here’s a list of top level benefits from co-creating content with influencers:
- Authenticity
- Trust
- Variety
- Quality
- Quantity
- Reach
- Engagement
- Conversion
- Relevance: Topical match
- Resonance: Audience engagement
- Reach: Network size
- @buzzsumo
- @followerwonk
- @mention
- @grouphigh
- @TheInkybee
- @Brandwatch
- @linkedinselling (client)
- @onalytica
- @Traackr
- Make it relevant: do your homework
- Make it easy: to contribute, to promote
- Make it amazing: content should impress
- Offer $ for big asks - long form content, events/presentations
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