{"id":141721,"date":"2020-08-07T12:47:40","date_gmt":"2020-08-07T12:47:40","guid":{"rendered":"https:\/\/www.searchenginewatch.com\/?p=141721"},"modified":"2022-10-24T05:50:32","modified_gmt":"2022-10-24T05:50:32","slug":"six-tools-for-effective-influencer-driven-content-marketing","status":"publish","type":"post","link":"https:\/\/searchenginewatch.com\/2020\/08\/07\/six-tools-for-effective-influencer-driven-content-marketing\/","title":{"rendered":"Six tools for effective influencer-driven content marketing"},"content":{"rendered":"<div class=\"well\">\n<h3>30-second summary:<\/h3>\n<ul>\n<li><span style=\"font-weight: 400;\">Why influencer marketing should be an essential part of any digital marketing strategy.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How to find approachable influencers, device the best way to associate them with your brand.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Research each influencer and each opportunity to maximize your chances to get noticed.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Plus, there&#8217;s a key to keep those initial relationships going for even more benefits, in the long run.<\/span><\/li>\n<li>Internet Marketing Ninjas&#8217; Community Manager gives you a concise overview of six great tools that can add value to your influencer-driven content marketing efforts.<\/li>\n<\/ul>\n<\/div>\n<p><span style=\"font-weight: 400;\">In the most basic sense, influencer marketing is about building connections with niche experts and mentors who have enough authority to influence other people\u2019s buying decisions.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Influencer marketing is one of the most efficient ways to build brand awareness and trust as well as increase sales and leads.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The simplest example of an influencer marketing is a brand sponsoring a video product review on YouTube or a visual endorsement on Instagram done by a user with a solid following.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While the above is a good way to convert a lot of people into actual <a href=\"https:\/\/searchenginewatch.com\/2020\/03\/06\/four-essential-ecommerce-site-optimizations-to-drive-sales\/\" target=\"_blank\" rel=\"noopener noreferrer\">sales in ecommerce<\/a>, influencer marketing can be effective in blog marketing, too.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In fact, when applied to blogs, <a href=\"https:\/\/www.overthetopseo.com\/the-ultimate-guide-to-choose-best-influencer-marketing-agency\/\">influencer marketing<\/a> is much more diverse and long-term than it is in e-commerce. It\u2019s about engaging niche experts in creating and\/or promoting content for your site which in turn builds your traffic and authority.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When an influencer takes a part in your blog life\u2014contributing, commenting, or providing a quote\u2014they are more likely to help you promote that content thus bringing your blog in front of their following and building your brand.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s see how it works\u2026<\/span><\/p>\n<h2><b>Who are influencers?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">That is a tougher question than it seems.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There have been many attempts to measure online influence, none of which is satisfying enough.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Neither the number of followers nor the various metrics (for example, Klout score) can fully reflect influence.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In fact, a person can have just around 1K followers on Twitter and still be able to influence most of those followers with their tweets. Or one can have 10 Facebook fans, yet a huge following on Pinterest.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And it becomes more complicated when you start looking at different niches. Some industries are more \u201cTwitter-friendly.\u201d Most (local) news outlets have huge Twitter following, for example, while health and beauty bloggers have more success on YouTube, Instagram, and Pinterest.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">All in all, no tool can provide you with a ready-to-go list of niche influencers. Identifying true influencers (who are also willing to interact with you) is a long process involving much searching, browsing, and reading.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So, how to create an effective influencer-driven content marketing strategy?<\/span><\/p>\n<h2>1. Identify searchable content topics: Ubersuggest<\/h2>\n<p><span style=\"font-weight: 400;\">Keyword research should be your very first step when planning any content marketing project, including an influencer-driven one.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Keyword research may be quite overwhelming, so here\u2019s the easiest &#8211; yet one of the most comprehensive tools to try: Ubersuggest<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The tool can be run for free and it returns pretty awesome data, including a so-called \u201cSEO difficulty\u201d of each keyword, which is the number that reflects organic competition. The number allows content marketers to choose search queries that will be easier to rank for:<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-141729\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/ubersuggest-tools-for-influencer-driven-content.png\" alt=\"Ubersuggest tools for influencer driven content\" width=\"512\" height=\"400\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/ubersuggest-tools-for-influencer-driven-content.png 512w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/ubersuggest-tools-for-influencer-driven-content-300x234.png 300w\" sizes=\"auto, (max-width: 512px) 100vw, 512px\" \/><\/span><span style=\"font-weight: 400;\"><em>Source:<\/em> <\/span><em><a href=\"https:\/\/app.neilpatel.com\/en\/ubersuggest\/overview?lang=en&amp;locId=2840&amp;keyword=mental+health\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Ubersuggest<\/span><\/a><span style=\"font-weight: 400;\"> (July 2020)<\/span><\/em><\/p>\n<h3><b>Why Ubersuggest?<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">From experience, it is the easiest tool to figure out, even if you are very new to <a href=\"https:\/\/searchenginewatch.com\/2020\/04\/10\/keyword-research-guide-using-google-keyword-planners-historical-insights\/\" target=\"_blank\" rel=\"noopener noreferrer\">keyword research<\/a>. It is also very usable for free. If you choose to upgrade, it costs $29 per month for an individual managing one-two-three websites.<\/span><\/p>\n<h2>2. Search for content-producing influencers: Buzzsumo<\/h2>\n<p><span style=\"font-weight: 400;\">On BuzzSumo, you\u2019ll find bloggers writing about your topic.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What I like about it is that you can play around filters to limit results to long-form articles, videos, listicles, and more. This offers powerful tools to better research your niche content and authors:<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-141725\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/buzzsumo-tools-for-influencer-driven-content.png\" alt=\"Buzzsumo tools for influencer driven content\" width=\"512\" height=\"365\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/buzzsumo-tools-for-influencer-driven-content.png 512w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/buzzsumo-tools-for-influencer-driven-content-300x214.png 300w\" sizes=\"auto, (max-width: 512px) 100vw, 512px\" \/><\/span><em><span style=\"font-weight: 400;\">Source: <\/span><span style=\"font-weight: 400;\">BuzzSumo<\/span><span style=\"font-weight: 400;\"> (July 2020)<\/span><\/em><\/p>\n<p><span style=\"font-weight: 400;\">Apart from content research, Buzzsumo offers more sections including Youtube influencers, Twitter influencers, and more.<\/span><\/p>\n<h3><b>Search individual social media platforms<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Of course, by only using BuzzSumo you miss out on important platforms like YouTube, Instagram, Tumblr, and the others.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So make sure you go directly to those platforms (especially those that are more popular in your niche) and play with their native search feature to expand your list.<\/span><\/p>\n<h3><b>Use Google to search for interviews and podcasts<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Active influencers are usually invited to talk about their expertise. Searching something like [<\/span><i><span style=\"font-weight: 400;\">your topic<\/span><\/i><span style=\"font-weight: 400;\"> interview] or [<\/span><i><span style=\"font-weight: 400;\">your topic<\/span><\/i><span style=\"font-weight: 400;\"> opinion] will let you find more influencers.<\/span><\/p>\n<h3><b>Why Buzzsumo?<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">I am simply unaware of a tool that would offer the aforementioned influencer research features. Buzzsumo offers a seven-day trial and it will cost $99 per month for a team of five users.<\/span><\/p>\n<h4><b>More tools to find influencers:<\/b><\/h4>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Fanpage Karma<\/span><span style=\"font-weight: 400;\">: Provide the competitor\u2019s Facebook page and the tool shows its most influential and most engaged fans<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">FollowerWonk<\/span><span style=\"font-weight: 400;\"> (Twitter bio search tool): Use it to find members of prominent blogging and news outlet teams<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">It is also a good idea to find which influencers your competitors are working with. Here\u2019s a quick guide on <\/span><a href=\"https:\/\/yomedia.com.au\/competitor-spy-guide\/#influencers\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">how to do that<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h2>3. Research each social media account on your initial list<\/h2>\n<p><span style=\"font-weight: 400;\">The number of followers doesn\u2019t matter as much as the number of actual interactions.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Twitonomy<\/span><span style=\"font-weight: 400;\"> is a good free way to quickly run an interaction analysis of any Twitter account.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-141728\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/twitonomy-for-influencer-driven-content.png\" alt=\"Twitonomy for influencer driven content\" width=\"512\" height=\"322\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/twitonomy-for-influencer-driven-content.png 512w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/twitonomy-for-influencer-driven-content-300x189.png 300w\" sizes=\"auto, (max-width: 512px) 100vw, 512px\" \/><\/p>\n<p><em><span style=\"font-weight: 400;\">Source: <\/span><a href=\"https:\/\/www.twitonomy.com\/profile.php?sn=vcbuzz\"><span style=\"font-weight: 400;\">Twitonomy<\/span><\/a><span style=\"font-weight: 400;\"> (July 2020)<\/span><\/em><\/p>\n<h3><b>Why Twitonomy?<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Twitonomy offers a pretty solid report completely for free. Should I say more?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The same goes for Facebook presence: Ignore the number of friends or fans and scroll down the page to see if people engage with the updates and how many updates go unnoticed.<\/span><\/p>\n<h2>4. Create a list of who you plan to reach out to: Google Spreadsheets<\/h2>\n<p><span style=\"font-weight: 400;\">Be very selective. Your decisive criteria to whether include an influencer or not to the list should be whether they seem to interact back with followers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Don\u2019t spend your time trying to hear back from someone who never replies to comments, thanks for shares, likes someone else\u2019s updates, etc.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Now you don\u2019t want to create a list of 1,000 influencers. Depending on your industry and time availability, anything between 20 and 50 is a good start.<\/span><\/p>\n<h3>What you want to have in that list<\/h3>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Influencer\u2019s primary account and name<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">More social media profiles (make sure you follow them everywhere)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Whatever other contact info you have ever used or are aware of<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Whether you had any previous contact or engagement and when<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Any notes you choose to make<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">The list will grow and change over time but don\u2019t get overwhelmed with too many rows and columns at the start. I love using spreadsheets to maintain a list of contacts.<\/span><\/p>\n<h3><b>Why Google Spreadsheets?<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Google Spreadsheets are absolutely free and offer a great set of features. They are also incredibly fast which is very important for collaboration.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Spreadsheets can be shared across teams, so they are great for collaboration. You can also<\/span><a href=\"https:\/\/colorlib.com\/wp\/google-plugins-wordpress\/\" target=\"_blank\" rel=\"noopener noreferrer\"> <span style=\"font-weight: 400;\">integrate Google Drive into your WordPress<\/span><\/a><span style=\"font-weight: 400;\"> dashboard to make it easier to find and access.<\/span><\/p>\n<h2>5. Come up with interesting questions: Text Optimizer<\/h2>\n<p><span style=\"font-weight: 400;\">To help you come up with interesting questions for your expert roundups,<\/span> <span style=\"font-weight: 400;\">Text Optimizer<\/span><span style=\"font-weight: 400;\"> offers a handy tool for collecting and analyzing popular questions for any niche. Use the tool to come up with influencer-driven content ideas:<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-141727 size-full\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/text-optimizer-tools-for-influencer-driven-content.png\" alt=\"Text optimizer tools for influencer\" width=\"432\" height=\"512\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/text-optimizer-tools-for-influencer-driven-content.png 432w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/text-optimizer-tools-for-influencer-driven-content-253x300.png 253w\" sizes=\"auto, (max-width: 432px) 100vw, 432px\" \/><\/p>\n<p><em><span style=\"font-weight: 400;\">Source: <\/span><a href=\"https:\/\/textoptimizer.com\/q?utf8=%E2%9C%93&amp;query=mental+health\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Text Optimizer<\/span><\/a><span style=\"font-weight: 400;\"> (July 2020)<\/span><\/em><\/p>\n<h3><b>Why Text Optimizer?<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">The tool doesn\u2019t rely on any API: Their data completely relies on the semantic analysis of the tool. This ensures two things:<\/span><\/p>\n<ol>\n<li><span style=\"font-weight: 400;\">The data is not skewed by any single source<\/span><\/li>\n<li><span style=\"font-weight: 400;\">The data is only available to the current users of the tool<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">It is one of those tools that hasn\u2019t been overused yet, so you can rest assured your competitors may not yet have it. The tool offers a seven-day free trial, and will cost $60 a month after that.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Question research is a great tool to build influencer-driven content but there are more ideas to consider:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Brainstorm ideas that relate to<\/span><a href=\"https:\/\/cxl.com\/blog\/product-lifecycle-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\"> <span style=\"font-weight: 400;\">your product lifecycle<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\"><a href=\"https:\/\/howtonow.com\/how-to-share-a-google-form-to-collect-more-answers-to-your-survey-free\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Use surveys<\/span><\/a><span style=\"font-weight: 400;\"> to generate more ideas from your audience<\/span><\/li>\n<\/ul>\n<h2>6. Retarget your influencer-driven content visitors: Finteza<\/h2>\n<p><span style=\"font-weight: 400;\">Finally, if someone visits your influencer-driven content you can safely assume that they were there for the sake of the influencer(s), so you can engage them better by serving custom CTAs once they are back to the site.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Finteza<\/span><span style=\"font-weight: 400;\"> allows you to set up on-site remarketing campaigns: You can set up your roundup visits as an event and serve those visitors custom CTAs inviting them to buy a matching product or optin using a related content upgrade:<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-141726 size-full\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/finteza-tools-for-influencer-driven-content.png\" alt=\"Finteza tools for influencer marketing\" width=\"512\" height=\"335\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/finteza-tools-for-influencer-driven-content.png 512w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/finteza-tools-for-influencer-driven-content-300x196.png 300w\" sizes=\"auto, (max-width: 512px) 100vw, 512px\" \/><\/p>\n<p><em><span style=\"font-weight: 400;\">Source: <\/span><a href=\"https:\/\/www.finteza.com\/en\/marketing-resources\/14-conversion-goals-in-finteza\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Finteza<\/span><\/a><span style=\"font-weight: 400;\"> (July 2020)<\/span><\/em><\/p>\n<h3><b>Why Finteza?<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">I am not aware of any independent web analytics platform that would offer a remarketing functionality on such an affordable budget. The tool offers a 30-day free trial and will cost $4 per 100,000 impressions a month.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can use Facebook remarketing options to reach your visitors outside of your site. This is especially powerful for lead generation purposes (when you use influencer-driven content to generate webinar signups or whitepaper downloads). Here\u2019s an <\/span><a href=\"https:\/\/www.wpbeginner.com\/wp-tutorials\/how-to-install-facebook-remarketingretargeting-pixel-in-wordpress\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">easy way<\/span><\/a><span style=\"font-weight: 400;\"> to install Facebook pixel on your site for you to start collecting the data.<\/span><\/p>\n<h2><b>Conclusion<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">When influencer marketing drives your blog promotion, you can achieve both: a much more in-depth content and more shares and traffic.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s a long process but it\u2019s well worth the effort in the long run.<\/span><\/p>\n<p><em>Ann Smarty is the blogger and community manager at Internet Marketing Ninjas. She can be found on Twitter <a href=\"https:\/\/twitter.com\/seosmarty\" target=\"_blank\" rel=\"noopener noreferrer\">@seosmarty<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Internet Marketing Ninjas&#8217; Community Manager gives you a concise overview of six great tools that can add value to your influencer-driven content marketing efforts.<\/p>\n","protected":false},"author":1092,"featured_media":141730,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8,27893,9],"tags":[75,118,53,369,348,167,1119],"content_type":[],"class_list":["post-141721","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content","category-digital-marketing","category-social","tag-content-2","tag-content-marketing","tag-digital-marketing","tag-evergreen-content","tag-influencer-marketing","tag-social-media-marketing","tag-strategy"],"acf":{"tad_independentcommercial":"","tad_content_format":""},"post_info":{"name":"idris.nagri@blenheimchalcot.com idris.nagri@blenheimchalcot.com","title":"","thumbnail_url":"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/Six-tools-for-effective-influencer-driven-content-marketing.png","category":"Content","timeago":"6y"},"_links":{"self":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/141721","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/users\/1092"}],"replies":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/comments?post=141721"}],"version-history":[{"count":0,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/141721\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media\/141730"}],"wp:attachment":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media?parent=141721"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/categories?post=141721"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/tags?post=141721"},{"taxonomy":"content_type","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/content_type?post=141721"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}