How to Create an Influencer Plan that Drives Your Content Marketing

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How to Create an Influencer Plan that Drives Your Content Marketing When we first launched the Content Marketing Institute (CMI) back in 2007, we had little more than two nickels to rub together. Today, the site averages 130,00 unique visitors per month, almost 300,000 page views, and more than 50,000 email newsletter subscribers (both daily and weekly). In each category, this is double our performance from 2012, and almost all of our revenue at CMI, in one way or another, can be traced to one CMI blog post. I share these results with you because I believe any company can reproduce the same kind of results by being eternally focused and diligently consistent with the creation and distribution of exceptional content. Below you'll find the case study of how we did it. Getting started With minimal resources and budget,we looked at all available options for creating content. After looking at the competitive landscape and audience need (our audience consists of marketing managers and directors in mostly enterprise organizations), we believed there was an opportunity for daily instructional posts about the practice of content marketing . [/url]

We started with a budget of $6,000 per month to cover five posts per week. (We didn't start week Initially, this list was made up of influencers we found by tracking keywords (like “content marketing”) in Google Alerts, authors in industry trade publications , those who were talking about the topic on Twitter, and [url=https://www.latestdatabase.com/job-function-email-database/]Job Function Email Database other bloggers that we just found interesting. Although the main list included 42 people, there was a secondary database of more than 300 people that we tracked in one way or another. Getting the attention of influencers As influencers, these people are fairly important. They generally have real jobs, and are extremely active on social networks, spending their time sharing content and blogging. Getting on their radar is not easy. So, to get their attention, we gave away content gifts.We did this in a few different ways … Social media 4-1-1 Originally coined by Andrew Davis, author of Brandscaping, Social Media 4-1-1 is a sharing system that enables a company to get greater visibility with social influencers. Here's how it works.

For every six pieces of content shared via social media (think Twitter for example): Four are pieces of content from your influencer target that are also relevant to your audience. This means that 67% of the time you are sharing content that is not yours, and calling attention to content from your influencer group. One piece can be your original,educational piece of content. One piece can be your sales piece, like a coupon, product notice, press release or some other piece of content that no one will pay attention to.

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