Influencer content is content that is created in collaboration with subject matter experts and industry authorities—influencers. As a content marketing tactic, influencer content aims to reach new or larger audiences by leveraging the credibility and social followings of those experts. Define your influencer's you wish to use, for example, if you are a distributor of technical products, you may want to target architects, interior designers, and other professionals. These influencers could be used as a secondary 'salesman' for your product offering as they will recommend you to their customers. A great tactic for distributors selling building and home renovation products to end users for example.
Pros of Influencer Marketing
Influencer content programs are proving to be one of the most effective marketing tactics. Here are some of the benefits of using influencer content as a content marketing tool:
- Influencers are trusted by their followers and they can pass on major creditability to a brand or organisation.
- Influencer content allows you to tap into trusted authorities audiences and reach more people interested in your offering.
- Influencer marketing can involve paid agreements with influencers, similar to endorsements.
- Mostly influencers will market your content for free if it’s good quality and useful to their audience.
- Like architects and designers, they usually specify certain products as a solution to their customers, think of this as a qualified lead which has already being concluded. All you need to do is the invoice and deliver on time.
- Influencers spread great word of mouth marketing for you.
- Influencers are able to provide you great feedback from their perspective and from your end user if you listen you may learn a great deal on how to best position or alter your product or service offering for continuous improvement.
Cons of Influencer Marketing
While influencer programs can be wildly successful, there are some downsides to consider before adding it to your content marketing strategy. Here are some of the downsides of influencer content programs:
- Influencer programs are all about relationship building and then nurturing those relationships. Think of this as much H2H, (human to human contact). You may require a dedicated sales channel designer to call on influencers only and may require a specialist in that field.
- While influencers have an engaged following, that doesn’t guarantee your message will resonate with their following.
- If you neglect your influencers you run the risk of negative word of mouth marketing or an opinion not to use your products or services. You cannot afford to start a half measure influencer strategy, have the right channel set up with the right focus on this channel all the time.