Though it’s not a new concept, influencer marketing has recently seen tremendous growth. Learn more about this thriving form of marketing and how it can integrate into your content marketing plan.
What is influencer marketing?
According to Marketo, 92 percent of consumers trust their peers over ads when it comes to making purchasing decisions. Influencer marketing taps into this inclination by using influential people within a particular industry to promote a company’s products or services. These individuals usually have a strong social media presence and can be anyone from bloggers to celebrities.
Here’s an example of influencer marketing in action: Universal Studios employed this tactic in 2014 to generate interest in the theme park’s new Harry Potter attraction. By inviting seven influential bloggers and fan site administrators to a private screening, they were able to reach an estimated 350 million people — via just seven individuals!
How does influencer marketing complement content marketing?
Content marketing is all about creating great content, but its success hinges on people seeing it. That’s where influencer marketing comes in. By sharing content, influencers can help an organization reach a much wider audience, and consumers trust their opinions because of their credibility. In turn, if the influencers find content useful they may use the information a company provides to create their own content, thus furthering the brand.
What can influencer marketing do for you?
Influencer marketing has the potential to bring your content marketing strategy to the next level. It can expand your reach, build your brand, and increase your credibility.
Not convinced of its value yet? Here are some hard facts: A recent SocialChorus report showed that influencer marketing offers 16 times more engagement than advertisements or self-promotion. Additionally, offers shared by influencers were converted at a rate of three to 10 times higher than those sent by the company itself.
Lexicon is an award-winning firm in Des Moines, Iowa, that specializes in content marketing.