Influencer marketing is about growing your audience and leveraging the voice of well-connected people … but using influencers with the biggest audiences isn’t always the answer.
Tom’s of Maine uses a micro-influencer model to get the word out about its line of natural products. Bridget Burns, community manager for Tom’s of Maine, explains in this Q&A how micro-influencer marketing works for a brand that values substance over sizzle. (Bridget left Tom’s of Maine in September 2017 after this interview was complete.)
CCO: What is micro-influencer marketing?
Burns: Our micro-influencer program seeks superfans of Tom’s of Maine. These are not people who charge money or make a career out of influencer marketing; they are real people who enjoy the opportunity to engage with our b [...]
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I learned content distribution, syndication, and SEO very much by accident.
Here’s the backstory: In 2005 I was firmly rooted in the world of documentaries. I worked on projects for ABC News, HBO, The New York Times and Frontline – always as a freelancer. I worked on films about terrorism in Europe, Abu Ghraib, Americans preparing for the apocalypse, and more. One of the Frontline programs, however, proved to be prophetic. I didn’t know it then, but The Secret History of the Credit Card would change the course of my career.
Toward the end of my time in documentaries and TV, the work got a little weird. At one point, within the space of a month, I’d gone from producing episodes of Frontline for The New York Times to producing an episode of Wife Swap. I was getting married and needed [...]
Ever since marketers cottoned on to the potential for social media to drive influential word-of-mouth brand recommendations, they’ve tried to either foster or fake these discussions.
“I heartily endorse this event or product,” says a monotone Krusty the Clown in a snippet of video used to advertise everything from cough syrup to atomic particle accelerators. Krusty’s cut-and-paste approach to celebrity endorsement might be a long-running gag on The Simpsons, but the rise of influencer marketing in social media may mean the joke is getting just a little too close to reality.
Last year, Scott Disick of Keeping Up with the Kardashians fame (don’t worry, I didn’t know either) accidentally revealed to his Instagram audience just how little effort he puts in to his well-paid endorse [...]
Few would argue about the power and value of educational content – whether a blog, an e-newsletter, a white paper, or a how-to video. However, some brands have taken this concept further by developing full-fledged classes and curricula for their audiences.
Let’s look at eight brands that give their audience opportunities to get an education in unique and entertaining ways.
Renasant Bank: Marketing strategy takes step above boring classes
Renasant Bank, a 113-year-old Mississippi-based regional bank, had been offering financial literacy classes and support to local universities for some time. Although it didn’t need name recognition – the bank has that – it did want to find a way to be recognized as offering more than checking accounts.
Two years ago, Renasant took a page from th [...]
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You finally get the C-suite on board with implementing a content marketing program. Not just starting a blog or Twitter account, but developing a strategy and using a real plan – one that understands your audience, how to meet their needs, and where to find them.
Fast forward … You started. You sweated. You launched. Your audience took notice and took action. Your strategy is working (for the moment) and your client/boss is happy. But before you put on your party hat, beware the trouble that may lie ahead.
HANDPICKED RELATED CONTENT: How to Grab C-Suite Attention With Relevant Content
What can go wrong?
A lot. When a fledgling strategy nobody initially cared about suddenly brings eyeballs and customers to your company, internal dynamics can change. There may be heightened interest i [...]
For many content marketers, social media strategy never gets beyond the spray-and-pray process of sharing a new piece of content with the widest audience possible, and then measuring if anybody engaged with it. It’s based on an idea that if you just keep creating new content and pushing it out, results will come.
But, as Jonathan Crossfield puts it, “In social media, the audience pulls the strings.”
In #socialmedia, the audience pulls the strings, says @kimota.Click To Tweet
As content marketers, we must take a step back. Just as we put time into creating a content marketing strategy, so too do we need to create a social media strategy specifically tailored to our content goals. And this begins with establishing the right social media KPIs (key performance indicators) for those conte [...]