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26th July 2017
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The power of influence


Today’s consumers are empowered to create, consume, publish, interact and transact anytime, anywhere. So how do brands break through all of this to create meaningful connections and engagement? As a vehicle for influence, content is still one of the most powerful tools in a marketer’s mix to attract, engage and inspire action. Content is the currency for building relationships that can boost credibility, influence and action.

By incorporating relevant influencers that can inspire action with your content marketing efforts, you can reach new audiences with brand messages that are credible and trusted. I often tell clients that in order for their online marketing efforts to succeed, it needs to be part of a bigger picture, supported by activities in other channels be that print, TV or PR.

Influencer-driven content marketing is one of the best examples of how digital marketing and public relations are converging. The integration of messaging, content, social media and engagement right along with performance measurement and business outcomes should be the focus of any business that wants to differentiate and grow.

Does that mean go after the people with the highest social network follower counts? Not unless you can demonstrate their ability to influence action. With influencer marketing, it’s essential to make the distinction between an egomaniac that spends all their time trying to be famous, and a practitioner that connects with their communities in a meaningful way and creates real, measurable impact.

Whether your brand is engaging with influencers to provide useful information or you’re co-creating content with influencers, there’s a value exchange that benefits everyone involved. Content is the key to that value transfer between brand and consumer, brand and influencer and for the overall community involved.

What are you doing to discover and engage with influencers in your target market? Is becoming more influential as a brand, part of your content marketing strategy?

Daniel Gross – CEO

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