Whether you’re a new Marketing leader at a company in need of establishing wins quickly or part of a growing organization with ambitious revenue goals, the challenges within marketing today are greater than ever.
To help make sense out of these challenges, I’ve listed 6 of the top obstacles to brands achieving effectiveness out of their marketing and how collaborating with influencers on content help solve each problem.
1. Challenge: Ad Blocking. 600 million devices using ad blocking, leading to a loss of $22 billion in ad revenue (PageFair). If buyers don’t ever see your ads, what chance do you have?
Challenge solved: Contrary to ads, influencers are liked and because people pay attention to the influencers they follow, shared brand messages are far more likely to attract and engage buyers.
When you subscribe to the idea that everyone is influential about something, especially with their friends, co-workers and social connections, this statistic from Nielsen (83% of consumers trust recommendations from their peers over advertising) becomes very powerful.
Collaborating with influencers on content that the influencers then promote to their subscribing community can become a powerful differentiator for any marketing program.
Of course not all customers use ad blocking and there are incredible opportunities to be realized with sophisticated ad targeting. That’s why when properly executed, influencer content can be leveraged for both organic and paid promotions.
2. Challenge: Information Overload. Consider this: 90% of the world’s data has been created in the last 2 years. That’s 2.5 quintillion bytes of data a day (IBM). In fact, 74gb of media are sent to the average consumer on an average day (USC/ICTM).
The sheer number of choices faced by consumers and general distrust has turned brand marketing into noise for many customers.
Challenge solved: Influencers are Focused. One of the most compelling reasons a person is influential is because of the specificity in the topics they cover. Because of that specialization, buyers anticipate rather than ignore or feel overwhelmed by what their trusted influencers share.
While some influencers distribute their content on multiple channels, their personal brand focus plus consistency and trust equals a signal that buyers pay attention to.
3. Challenge: Google Hates SEO. Search Engine Optimization bloggers have been positing this question for 10+ years. With Google algorithm and platform updates including Florida, Panda, Penguin, Hummingbird, Pigeon, RankBrain, Mobile, Possum, Fred and the thousands of launches, live traffic experiments, side-by-side experiments and over 130,000 search quality tests, it makes you wonder: is this all for improving the customer experience or is some of it to thwart SEO?
Challenge solved: Google actually likes influencer content. Another key ingredient to why someone is influential is their credibility and authority. An influencer’s specific expertise and their ability to provide insights, answers and even research based perspectives all deliver on the Google’s expectation that content be useful.
Beyond influencer content being useful, there’s the practice of making content worth linking to. Influencers typically have a subscribed audience, many of which publish themselves. When influencers publish and promote content, it naturally attracts links.
By optimizing content for search and activating influencers, brands can create opportunities to help customers find trusted content and everybody wins.
4. Challenge: Buyers don’t trust brands. Or ads. This is a hard pill to swallow: 42% of consumers distrust brands and 69% distrust advertising according to a study by (Ipsos Connect).
Challenge solved: Influencers are trusted. A recent study by Fullscreen and Shareblee via MarketingCharts found that nearly 40% of 18-34-year-olds are more likely to trust what an influencer says about a brand than what the brand says about itself. Additionally, Twitter reports that users trust influencers nearly as much as their friends.
Collaborating with influencers on content can bring authenticity, credibility and trust to that content. When influencers share that content, the effect of their audiences’s trust goes even further.
5. Challenge: Content Doesn’t Scale. According to the annual study by Content Marketing Institute and MarketingProfs, some of the top content challenges marketers included: 60% producing engaging content, 57% producing content consistently.
Challenge solved: Creator Influencers are experts at creating content. Influencer content creation and storytelling skills come in many forms: blogging, podcasting, video, images, and sometimes interactive.
Brands can extend the media creation skills of their marketing departments by partnering with creators with specialized skills. In addition to skill, creator influencers have an audience to promote the content to.
6. Challenge: Organic Social is Dead. Not only is Facebook organic reach down 52% (MarketingLand) but declarations that organic reach on Facebook is outright dead for brands are being stated by many credible industry publications, including Digiday.
Challenge (partly) solved: Influencers have optimized social popularity. Influencers create the kinds of signals that social network algorithms reward with higher visibility. Influencers understand what resonates with their audience in terms of topic, content type and promotion. Those same influencers also have an active audience that engages with their shared content. This is a powerful combination for triggering social network algorithms to prioritize influencer content in the feed.
Influencer Marketing is no silver bullet. Neither is content marketing or any kind of marketing approach.
But when influencers are intelligently researched, qualified and engaged during the planning phases of a content marketing program, the benefits of the collaboration can include improved content in a variety of ways:
- Authenticity – Choose influencers that represent your customers and the resulting message will be a lot more genuine to what buyers actually care about.
- Variety – Including experts beyond your marketing department can generate a greater span of content ideas.
- Quality – Tapping expertise can boost the quality beyond what marketing department copywriters might be able to produce.
- Quantity – Engaging a group of influencers on an ongoing basis can boost the volume of content. Factor in repurposing and you’ll create even more content options without increasing spend.
- Reach – Trusted, credible experts promoting content can reach audiences that are very difficult to connect with through any other way.
- Trust – The credibility, expertise and authority of influencers that collaborate with a brand over time can grow trust for the brand.
On top of that, there are efficiency benefits. We have implemented influencer content campaigns where influencers have contributed anywhere from 20% to 80% of the content for the entire campaign.
Then there are the effectiveness benefits. For an organic influencer content campaign, achieving a 50% share rate amongst influencers is impressive. We’ve had many programs with over 100% share rate. Why? By communicating effectively, setting expectations and making content that contributors are proud to be a part of.
The reality is that influencer content programs can deliver value across the entire customer lifecycle, not just awareness. That means improved engagement and conversions.
There are many more challenges for marketing than the six above. I didn’t get into martech shock (too much tech), difficulty in finding qualified marketing candidates, measurement challenges or the implications of the lockdown on data represented by GDPR in the EU and recent attention being given Facebook by lawmakers. But addressing the six above should give the vast majority of marketers reading this an advantage.
Establishing relationships with qualified, capable influencers can bring a tremendous amount of value to a company’s content marketing effectiveness. When influencer marketing is thoughtful, ongoing and properly managed, it becomes a force multiplier that is difficult to duplicate.
Are you planning a content marketing program right now? Who are your best influencers? Who are your best employee advocates? Which industry media do you have the attention of? Which of your customers are most likely to advocate for your brand? Do you know if they are influential? Do you know which of your prospective customers are influential?
Answering these questions can open the door to content marketing success for your brand and mutually valuable relationships with the people that actually influence your customers.
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