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How To Incorporate Influencers Into Content

Marketing

Amanda MaksymiwContent Marketing Manager, Lattice Engines

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Better Together.

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Benefits of Influencer Marketing

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Benefits of Influencer Marketing

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Benefits of Influencer Marketing

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Getting Content and Influence to Sing – 5 steps

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1 The Plan2 Who3 Prep Work4 Engage5 Pitch

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1 The Plan2 Who3 Prep Work4 Engage5 The Pitch

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Step 1: Create The Plan

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Step 1: Create The Plan – Potential Goals

• Garner 20 mentions• Boost traffic by 2x• Create 5 pieces of content• Contribute 3 guest blogs• Boost conversions by 2x, etc.

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Step 1: Create The Plan - Metrics

• Community size• # of organic mentions• Social media engagement• Web traffic• # of downloads, etc.

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1 The Plan2 Who3 Prep Work4 Engage5 The Pitch

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Step 2: Uncover Who

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Step 2: Uncover Who - Online

• Keyword-based searches• Social media• Tools: LittleBird, Vocus, TapInfluence

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Step 2: Uncovering Who - Offline

• Talk with customers• Attend events• Survey• Network

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Step 2: Uncover Who – Keeping Track

• Build Twitter lists • Create an excel file• Add them your MAP / CRM

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Here’s A Quick Look At What To Store

• Contact Info• Contact Preferences• Content/Social URLs• Priority/Score• Pitch Ideas• Activities

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1 The Plan2 Who3 Prep Work4 Engage5 The Pitch

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Step 3: Stop, Look, Listen!

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Step 3: Stop, Look, Listen

• Subjects for quotes• Ideas for a blog post• Potential questions for a roundtable

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1 The Plan2 Who3 Prep Work4 Engage5 The Pitch

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Step 4: Engage

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Step 4: Engage - Reminder

• Log your activities• Keep track of your progress

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1 The Plan2 Who3 Prep Work4 Engage5 The Pitch

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Step 5: Pitch

K.I.S.S.

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Step 5: Pitch

Connect

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Step 5: Pitch

Show Value

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Step 5: Pitch

Make it hard to say“No”

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Step 5: Pitch – Sample Content Asks

• Quote for an ebook• Guest blog• Podcast / Google Hangout• Roundtable responses• Request to share content

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When Pitches Go Wrong...

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When Pitches Go Wrong...

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Hello [Name],We haven’t connected before but I work for X and I have enjoyed your blogs about Y. We’d love to collaborate with you about Z and we think our audience would love to hear from you.

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1 The Plan2 Who3 Prep Work4 Engage5 Pitch

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More Ideas

• Automate some of your communication and share your

best content

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More Ideas

• Don’t forget to meetin REAL LIFE!• Say ‘Thanks’

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1200+ sharesConversionsInsider tips

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22K views300+ sharesThought leader /

book matchup

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40K viewsEvent promotion

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Image Credits: Psylight, l_bo, emmyboop, Bob.Fornal, Man Alive!, msn, renaissancechambara, timparrkinson,metal4rock