Content marketing and influencer marketing go hand in hand. Each possesses its own unique individuality and importance but when combined, they produce brilliant outcome.
In order to take entire marketing efforts to an advanced level, marketers are now compelled to turn to influencers. Let’s have a quick glance on few reasons:
- Influencers are believed to enhance the credibility of a brand or content.
- Influencers are capable of enhancing the awareness along with the reach of targeted audiences.
- It becomes possible for the companies to obtain additional advantage through influencer’s brand image, in order to develop their own branding, developing and strengthening leadership in the marketplace.
A very good example of it is, the increasing practice of contributing contents on the platform offered by CMI blog, as this practice enhance visibility of the companies.
Now, here comes a million dollar question. Why companies strive to tap influencer marketing? Well, the reason is quite comprehensible. They do so in order to engage audiences in thoughtful and interesting discussions. So, the whole activity turns out to be a win-win situation for the companies and the influencers. However, blindly following the practice of tapping the benefits of influencer marketing is a different thing and deriving benefits out of the same is whole together a different ball game. In order to derive the best out of this practice, a company needs a well-planned strategic marketing plan for content. It is pointless to say that a plan needs to be in-sync with influencer to ensure developing relationship and strengthening it on continual basis.
Adopting a narrow approach on part of a company can never yield desired results. Stress has to be laid on nurturing relation with influencers as then only the long-term growth and development in true sense can be achieved by a company.
A sight into the influencer’s journey:
We all know that how market has transformed itself from producer’s market to consumer’s market. No company can thrive in the competition without acknowledging the dynamic needs of buyers and adopting changes according to the same. Companies are learning not only to earn feedbacks but also to acknowledge those feedbacks. Smart companies now use customers’ feedbacks and opinions as a tool to enhance the quality of their content marketing programs. Every buyer goes through various stages before making a final buying decision. Let’s have a glance on those stages:
Identification of a need or problem
A buyer needs a product in order to meet a specific problem or need.
Identification of possible solutions
A buyer mulls over available options in order to choose the best solution.
After mulling over those solutions, he ultimately makes a final choice. The same process can be applied to understand personalities of influencers and their respective journeys. Nevertheless, the stages may be divided into phases called Awareness building, Developing Interest and Commitment to understand that how a nurturing of a framework takes place:
It is no exaggeration to say that awareness is the fundamental key for building long-term relationship. If influencer is well-attuned with a company’s goals and problems, it can provide better support. This phase may be time consuming but it is worth from every aspect.
Interest building takes place between prominent followers and a company. That is how exactly, genuine interest towards company’s offerings is developed over a period of time among such followers. Company may make use of various content market activities including product demos, seeking feedback, etc.
Here the commitment takes place between influencer and company to add values to each other’s offerings. Few examples include contributing valuable feedbacks to a company, co-hosting a virtual seminar, etc.
Besides all these, tracking progress on periodic basis is also of equal importance in order to include required modifications in your company’s content marketing plan.