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How Collaborating With Influencers Generated Over 110k Views on SlideShare

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Brands large and small are searching for ways to separate themselves from the pack. At the same time, most marketers are struggling with everything from producing enough content, to measuring content effectiveness. As more and more brands become publishers, it has become increasingly difficult for brands to create a variety of engaging content on a consistent basis.

To stay relevant and continue learning, many marketers attend workshops, trainings and industry events. Unfortunately, there are so many to choose from it can be difficult to weed out those that may not be worth the investment.

Therein lies the challenge:

  • Quality conferences need to build awareness of their events
  • Influential speakers need to drive people to their presentations
  • Marketers need useful information presented in an engaging way

Our team at TopRank Marketing has pioneered the  practice of using co-created influencer content to promote marketing conferences. From identifying the right mix of influencers using tools like Traackr, to collecting content and inspiring promotions, there is a fine art of attracting and engaging influencers to participate in event content creation. In this post you’ll find a case study of a recent influencer marketing project our team created, as well as 3 important steps for influencer marketing.

Creating Influencer Based Content Marketing in 2015

Whether you run a conference or large corporation, the task of consistently creating quality content can be overwhelming. One way to lessen the load, is to partner with industry influencers to co-create content marketing assets.

For the past five years, TopRank Marketing worked with Content Marketing Institute to promote the Content Marketing World Conference through a co-created content marketing program.  

The strategy involves identifying key influencer speakers from brands, vendors, agencies and other organizations and inviting their participation in conference promotions. The specific influencers are identified from the speaker list using the Traackr influencer search engine. Filtered by keywords and criteria representing audience reach and resonance, a speaker list of 200 is narrowed down to 30-40.

Using the conference theme as a metaphor and the main educational tracks as segments, this content marketing program combines multiple content types:

  • eBooks
  • blog posts
  • social images
  • infographics
  • speaker quotes
  • speaker tips

And marketing tactics:

  • content marketing
  • influencer marketing
  • SEO
  • social media marketing
  • online PR
  • email marketing
  • lead generation

Promotion of the Influencer Content Assets

A hub and spoke model was used where all of the assets were based around a vintage Hollywood theme of “Bright Lights, Big Content”.  A series of eBooks served as the hub content, aka our “triple feature”, that included advice on content marketing strategy, making content marketing a bigger part of overall marketing and measuring content marketing success.

The spokes included long form interviews, promotional blog posts, an infographic, social graphics, microcontent for all major social networks and mentions on industry blogs.

Not only were we able to tap into some of the brightest minds in marketing to provide valuable marketing advice, but the eBooks and infographics were published in sequence to create anticipation of each release. Because of the sequential nature of the series, we were able to begin laying the content marketing groundwork by discussing strategy, which ultimately led to one of the biggest challenges: Content marketing measurement.

Below is the content marketing triple feature hosted on SlideShare:

In only a few short months the eBook series has already attracted nearly 111,000 views on SlideShare (from the original uploads) and well over 20,000 additional impressions of other program assets. Through exposure of the hub and spoke content assets and thousands of social shares, the program has generated awareness of the event, visitors to the conference website, exposure to participating influencers and a great resource for content marketers in the industry.

3 Essential Influencer Marketing Steps

Encouraging participation with content marketing should be a rewarding experience for everyone involved, from the influencers, to the audience, to the brand. If you’re thinking of implementing a content co-creation program, here are three important and actionable steps for connecting with influencers:

#1 – Identifying the RIGHT Influencers

Knowing where to start a content program that includes influencers can be the most difficult part. You want to find individuals whose message aligns with your own, and ideally those who have recognition within your audience.

Tools like Traackr can be incredibly useful in uncovering influencers based on targeted keywords. Your first step may be to pull in a large group of influencers, and begin monitoring their message and style before even reaching out. Then you can dwindle down your list to only include the influencers that will be most impactful in spreading your message.

#2 – Engaging Influencers

Consider this step to be the courting phase. Often, you may have no prior connection to the influencers that you’re about to ask a big favor. Use the lists you created in Traackr to begin interacting with these influencers on platforms like Twitter prior to reaching out and asking them to participate in your program.

Once you’re ready to reach out to the identified individuals, keep in mind that you need to make it as easy as possible for them to participate. Depending on their expertise, they may get requests like yours often.

Do what you can to make your message enticing, describe what is in it for them and clearly and concisely describe what it is that you want them to do.

#3 – Prompting Influencers to Share

Sure you may have gotten influencers to participate in your co-created content, but can you encourage them to share?

A participation marketing program can only be successful if it is shared and consumed. Because of the shared experience of co-creating the content, the influencers have a vested interest in making the content successful. Make it easy for them to share by providing the following:

  • Share metrics of a previous campaign that performed well
  • Provide them with a preview into their contribution
  • Continue to provide updates of the performance of the campaign
  • Write pre-written social messages to make sharing simple
  • Feature some influencers with long form blog interviews
  • Create visuals for more inspiring social shares

The sharable links provided to influencers can then be populated into Traackr, so that you can monitor which influencers are most engaged in sharing the content.

Would Your Content Benefit From More Participation?

We’ve only just scratched the surface of the art of adding participation to content marketing. Participation isn’t limited to influencers and could include internal experts, niche subject matter experts or your online community at large. If you need help, our team can help your brand grow thought leadership through including influencer marketing into your content mix.

This post originally appeared on the Traackr Blog

Header image via Shutterstock


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The post How Collaborating With Influencers Generated Over 110k Views on SlideShare appeared first on Online Marketing Blog – TopRank®.

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A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

Check Also

10 Crucial Steps for Launching Your B2B Podcast Into the Wild

Hey, friend, have you heard the good news about podcasts? 

Given the most recent stats, it’s highly likely you have. Over half of all Americans over 12 years of age have listened to at least one. Podcasts have well and truly hit the mainstream. In other words, the gold rush is on for brands looking to connect with a highly-engaged, long-attention-span audience.

However, getting a podcast up and running isn’t as simple as publishing a blog. We recently published an entire B2B podcasting webinar to walk you through the entire process, from conception to publication. This post will zero in on the choices you need to make and the steps you need to take to release your podcast into the wild.

B2B Podcasting Launch Checklist: 10 Steps

Sure, you could just upload your audio to your web server, add an RSS feed, and call it good. But if you want people to actually find and listen to your podcast, there are a few extra steps you should take. This checklist will help your podcast find an audience and start building a subscriber base.

via GIPHY

#1: Choose Your Hosting Platform

A podcast syndication platform makes it easy to publish your podcast and get listed in directories. Think of it like WordPress is for your blog — it hosts the files, makes them look pretty, and makes it so people can find them.

Most platforms will also give you embed codes for embedding episodes in blog posts or on a landing page. You’ll also get stats on how many people are downloading episodes, and on what program they’re listening.

We prefer Libsyn as our hosting platform. Podbean, buzzsprout, and Blubrry are also solid options. They all have a free tier of hosting, but you’ll want to pay a few bucks a month for bandwidth and analytics.

#2: Upload Your First Three Episodes

Podcasting is all about establishing a regular cadence (more on that later). But for launch, you’ll want to have at least three episodes ready to go. There are a few reasons for publishing multiple episodes for your debut:

  1. One episode may not be enough to convince people to subscribe. 
  2. Multiple episodes show you’re committed to keeping the content coming.
  3. Most importantly, Apple podcasts requires at least three episodes to qualify for their “New and Noteworthy” section. 

So before you publish, have at least three episodes completed, and be ready to follow up with more at your promised publishing cadence.

#3:  Register with Podcast Directories

Podcasts are peculiar in terms of content delivery. Your hosting platform makes the files available, but most people will listen to your podcast on their chosen podcast app. Each app maintains its own directory — think of it as a search engine for podcasts. 

Your podcast needs to be listed in their directory, or people won’t be able to find you. I recommend registering with at least these six:

  1. Apple Podcasts
  2. Google Podcasts
  3. Stitcher
  4. Podbean
  5. Spotify
  6. TuneIn

Each of these sites will ask for the RSS feed of your podcast, which your hosting platform will generate for you.

I created a podcast tracker to keep track of all these directories — sign up for the webinar and you can download it for free.

B2B Podcast Tracker

#4: Promote Internally

Gaining visibility on a podcast directory is tricky business. Apple and Google are where the majority of your listeners will be, and each employs an algorithm to promote podcasts in search results and feature pages.

How do you get an algorithm’s attention? Engagement! Start by promoting your podcast to all of your employees. Encourage them to subscribe on Apple or Google, give a rating, and write a brief (and honest) review. What’s more, draft some social messages and encourage everyone to promote the podcast to their networks, too.

That base level of initial engagement will help your podcast start finding its audience.

#5: Activate Your Influencers

Most podcasts are Q&A-style interviews with influential guests. If your podcast includes influencers in your industry, make sure they know as soon as their episode goes live. Give them the tools to promote the podcast easily:

  • Sample social messages
  • Social media images in the correct sizes
  • Embed codes

If your podcast doesn’t feature influencers, it’s worth re-evaluating your strategy for your next season. Influencer content not only is more valuable to your audience, it’s an indispensable channel for promotion.

#6: Publish Blog Posts

The one downside of audio content: It’s not super crawlable for SEO purposes. Granted, Google has started to auto-transcribe episodes and add them to search results, but the technology is still in the early stages.

To truly get some SEO juice from your podcast, we recommend embedding each podcast in a blog post. This example from the Tech Unknown Podcast by SAP* shows how simple it can be. All you need is an introduction, a few pull quotes, some key takeaways, and a transcript.

#7: Add Paid Promotion

As with any content, you want to use every tactic available to make sure it gets seen by your target audience. That’s especially true with podcasts, since podcast search engines are incredibly competitive.

Targeted, paid social promotion can help establish your subscriber base and get your new podcast some much-needed visibility.

It’s also worth considering cross-promotion on other podcasts. Consider both paid advertising and trading guest spots with a podcast that shares your target audience. 

#8: Solicit Listener Feedback

Ratings and reviews are essential to your podcast’s success. They’ll help provide social proof for new listeners and boost your search visibility in podcast directories. 

The best way to get ratings and reviews? Ask for them. Make it part of each episode’s sign-off. You can even encourage thoughtful reviews by reading the best ones on future episodes. You will engage your listeners and solicit more reviews at the same time.

#9: Keep Up Your Cadence

As with blog content, there’s no single “right” frequency to publish a podcast. Some of my favorite podcasts publish weekly, biweekly, or even monthly. The best cadence for your podcast is “However frequently you can reliably, regularly publish quality content.”

Choose your cadence with an eye to long-term sustainability, and tell your listeners explicitly how frequently you’ll publish. Whether it’s “See you next week,” or “PodcastTitle is a monthly podcast that…” listeners will find it easier to make your podcast a habit if you stick to a schedule.

#10: Repurpose, Repurpose, Repurpose

In my last post on the content marketing benefits of B2B podcasting, I mentioned that podcasts are a content machine, and I’ll say it again. It’s easy to finish an episode, publish it, then forget it and move on to the next thing. But don’t do that! 

Pull snippets of audio content for social media. Turn them into short videos, too: Add a still image or a simple looping GIF for visual interest.

Use your transcriptions as fodder for future blog posts, quotes for influencer marketing, or even a stand-alone asset. 

Any way you can reuse that content can help bring more listeners to your podcast. What’s more, putting the content in a different medium can reach an audience who might not be into podcasts (yet). 

Check, Check, One Two

Launching a podcast is a little trickier than launching a new blog, especially if you’re new to the format. But if you follow this checklist, you can make sure your podcast is available on all the right channels and is ready to start attracting an audience.

Need more podcasting help? Check out our B2B Podcasting Webinar. In addition to learning the Four P’s of podcasting success, you’ll see me make this face:

B2B Podcasting Face

*Disclosure: SAP is a TopRank Marketing client.

The post 10 Crucial Steps for Launching Your B2B Podcast Into the Wild appeared first on Online Marketing Blog - TopRank®.

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