When it comes to increasing awareness, developing trust, and generating conversion rate, most businesses have come to find out content marketing as a examined and proven strategy for achieving these objectives.
Over the years, less traditional forms of brand advertising have entered the picture and brought a little misunderstandings along with them. One of these brand new kids on the block is influencer marketing strategy.
According to Influencer Marketing and advertising Hub’s 2021 Industry Benchmark Report , the influencer market is expected to grow to $13. 8 billion this year through $9. 7 billion in 2020. This rapid growth rate shows how impactful this form of marketing can be.
So how exactly does influencer marketing work? How much different is it from good old content marketing? Is it a better tactic for traveling awareness and conversions for your brand?
In this post, we’ lmost all answer these questions and help you understand the two techniques better. So you can make an educated decision about which marketing and advertising approach is best for your business.
What is influencer marketing?
In truth, influencer marketing has been around for decades. It’ s the idea that drives manufacturers to sign on celebrities because spokespersons or ambassadors of the products. What says something happens to be trustworthy and worth buying, like your favorite celebrity recommending it?
Modern-day influencer marketing and advertising is a shiny, digital improve of this model. It’ ersus a process by which brands power people who have built strong plus large social networks to promote their products and services.
These people, generally known as influencers, have cultivated relevance, connections, and engagement with their audience. Their opinions are usually regarded highly and are trusted by their followers and people in their social networks.
Source: Influencer Marketing Hub
The work of the influencer is to produce valuable content material that will resonate with your brand’ s target audience. And also strengthen your brand identity, increase exposure, drive website traffic, plus lead to sales or other forms of conversion.
This is why it’ s important to collaborate along with influencers who make content material relevant to your niche.
If you’ re a company that manufactures games and gaming gadgets, it will make zero sense for you to partner with influencers in the lifestyle, fashion, or interior design niche. You’ ll be better off seeking out well-known accounts that create tech plus gaming content for your changer marketing strategy.
What is content advertising?
Content marketing is a technique that involves creating branded happy to promote your service or product directly or even indirectly. Content marketing can take many forms, including starting a weblog , publishing white papers & case studies, or even sending newsletters via email.
Social media posts, podcasts, movies, customer testimonials, infographics, influencer promotions are other types of content you can use to market your brand. Rather than being excessively promotional or ‘salesy, ’ content marketing focuses on traveling conversions by educating, enjoyable, engaging, or resolving this points of your target audience.
Articles marketing is relatively low cost whilst yielding a high ROI, which is why 82% of marketers positively invest in it. The content you create for one format may be easily repurposed into a different resource and used over and over again.
The key to success with this technique is weaving powerful tales into the content you make. Make your articles authentic and relatable.
For Worldwide Women’ s Day, LinkedIn created a viral video documenting the hardships and work losses women faced in the workforce during the pandemic. Not only did their #WeCanDoIt marketing campaign bring these issues to our attention, but it also encouraged us to celebrate and support females in their careers.
This campaign is a perfect example of content advertising done correct. It generated awareness, told real stories, got people talking, and positively raised LinkedIn’ s public belief.
The difference between influencer and content marketing
Technically, changer marketing falls within the ambit of content marketing. You can’ t have changer marketing without an existing content strategy or without generating content to promote the product or even service in question.
But that’ s where the similarity between two marketing strategies finishes. To help you understand how they vary, we’ ll be breaking down the core differences between influencer marketing and content marketing and advertising.
With content marketing, whether you delegate the work or use an in-house team, the content produced is owned by you and could be repurposed or reused nevertheless, you like. However , influencer marketing places ownership of the articles created for your brand within the influencer responsible for developing this.
Content marketing is mostly organic except when you’ re running ads to boost your content. You won’ capital t have to pay any fees to make your content in-house, and the price of producing various content formats can range from cheap in order to moderate.
Meanwhile, you have to pay the influencer a charge to promote your brand to their audience. The cost of this fee will vary depending on the influencer’ ersus number of followers, level of engagement, and type of post they’ ll be creating to suit your needs.
Influencer marketing starts by finding the ideal collaborator. Using keywords and hashtags, you need to search your own intended social network for influencers that align with your specialized niche and values. Then you select and reach out to the ones with engagement rates, follower rely, and costs that match your own intentions and budget.
With content, the first thing you need to do will be create a content marketing strategy. This really is basically you deciding what kind of content you want to make, when you want to make it, and how you’ lso are going to distribute it.
You have a little bit of control over the content that the influencer creates and shares to promote your brand name, but most of the decision-making is about them.
With content marketing and advertising, you’ re in full power over every aspect, from content ideation to messaging. However , in the event that you’ re contributing to third-party publications, as in the case of guest blogging, those publishers might have the final say.
Furthermore, elements of content marketing tend to be more predictable and can be prepared ahead, as in the case associated with social media calendars and submitting schedules.
You should utilize a third-party platform like Instagram, YouTube, Snapchat, or even TikTok to find and work together with influencers. But you can create your own personal content all by yourself or get the help of a content marketing and advertising agency to produce what you need.
Regardless of where you’ re revealing your content marketing posts, you don’ t have to reveal that you’ re advertising a product or service. But practically all social media systems require influencers to disclose every time a post is an advertisement to get a brand, product, or service that they’ re getting paid to promote.
How influencer marketing can drive your marketing
As a business, scaling and increasing your bottom line would be the main reasons for investing in marketing strategies, and influencer marketing and advertising offers a lot of potential that can push you closer to that will goal.
Influencer marketing can help you reach a broader audience team across various industries plus demographics who are relevant to your own brand. It’ s much simpler for you to break into new marketplaces and attract potential customers due to the fact they’ re more likely to believe in the recommendations of influencers.
The organic personal care products manufacturer, Tom’ s of Maine collaborated with micro-influencers, offering free products and brand-related incentives in exchange for marketing their brand.
This helped them acquire four. 4 million potential customers within the first three months, with a bunch of engagement along the way. The particular brand currently has twenty, 000 micro-influencers in its marketing network with a reach of over 19 million individuals.
Strengthen customer trust
Simply by partnering with people who have already founded their authority in your niche/industry, influencer marketing allows you to make use of existing trust between the changer and their audience.
Whenever audiences see and engage with the influencer’ s article, their confidence in your product or service will soar. They’ ll feel inclined to try a person out whenever they’ re in the market for what you’ re offering.
Boost conversions and ROI
Yeehaw Cowboy, an online fashion retailer that offers cowboy boots and clothes, teamed up with Jeremiah Craig, an upcoming YouTube creator who also makes videos about cowboy boots and country music. The collaboration generated $58, 000 in revenue for that brand.
When accomplished right, influencer marketing claims to multiply your returns many tunes over by attracting the right people and encouraging them to patronize your own brand.
Gain access to new viewers
With influencer marketing, you are able to target specific niche markets and potential customers that you may not really otherwise have had access to. Let’ s say you want to target people who love whiskey and are generally outdoorsy and crafty. You can find influencers who post regarding these topics and get these to promote your post.
A perfect example of this is Lagavulin partnering with Nick Offerman, Ron Swanson of Recreational areas and Rec. Embodying his trademark persona, Nick sat by a crackling fire regarding 45 minutes and sipped a glass of Lagavulin rum without saying a word. This brilliant influencer collaboration exposed the brand not only in order to whiskey aficionados but to casual drinkers as well.
Achieve customers on the go
Reading an in-depth blog post or taking part in an hour-long webinar will need a lot of focus and attention on the part of your audience, which they can only spare a little of from specific moments.
Influencer marketing and advertising enables you to reach your audience wherever they are, anywhere, plus anytime. They can easily understand an Instagram post or watch a TikTok video on the go and assimilate the message without having to stop everything else they might be doing.
The drawbacks of influencer marketing
Like most things, influencer marketing is not really without its downsides. Here are a few objectionable aspects of this strategy that are worth taking into consideration.
The impact of campaigns can be difficult to track
If you don’ to invest in the right tools, it can be challenging to monitor your changer campaigns and measure the outcomes they generate. There’ s a risk of collaborating with influencers that buy fake followers to overstate their level of influence.
Considering that a large chunk of their fans isn’t real, it can drastically reduce the rewards the strategy generates.
The wrong collaboration may yield negative results
The success of your influencer marketing campaign rests heavily on the kind of influencer you partner with. If you join forces with a content creator that will isn’ t right for your own brand, your campaign will likely tank.
An influencer can also hurt your brand image by sharing offensive posts or engaging in inappropriate actions. So you need to properly vet an influencer’ s popularity and history before aligning your brand with their own.
It can be quite pricey
With increased and more brands recognizing the value of sponsoring influencers to market their brand, the cost of building plus maintaining a strong influencer marketing strategy is on the rise. It’ h not the most cost-effective option, especially if you’ ll be working with influencers who don’ t accept products/services in return for promotion.
Exactly how content marketing can drive your marketing
So what benefits and advantages do content material marketing bring to your company, and how does it propel you towards your overall marketing goals?
Creating brand authority
Content marketing allows you to position your business as being a thought leader and specialist in your niche. Which will, consequently, boost brand awareness, generate leads, and result in conversions.
All you need to do is usually create relevant content for the target audience that shares useful information and provides value for them. Endeavor to develop creative articles strategies to help you stand out from your competitors and generate the buzz you’ re looking for.
Much better customer relationships
When you make content that answers questions and addresses pain factors your audience may have, they will start to see you as a brand that genuinely cares info. Over time, engaging and helpful content will help foster their particular trust and loyalty in your business.
Increased brand credibility
By creating good articles like articles, explainer movies, and blogs, you can help establish your brand’ ersus expertise and credibility within your niche, especially in a specialized industry.
A social networking post might not resonate that much with your audience, but a well-researched report, case study, or even article on a subject that affects them would probably have a huge impact.
Customer testimonials and testimonials are also incredible forms or content you may use to advertise the performance of your products. When people see that some other clients have good things to say about your brand, they’ lmost all be more eager to patronize you.
For example , Glossier only has a few dozen products in order to its name, but it leverages reviews to drive tons of engagement on Instagram.
Boost website traffic
Creating and publishing quality content is among the easiest ways to increase visitors your website. As long as your content is usually SEO-optimized and informative, people will find it whenever they look for something related to your market or products.
If the articles they find is useful and useful, they will stay to see what else you need to offer or keep returning for more.
The drawbacks of content marketing
Here are some from the downsides to making your marketing efforts utterly dependent on content material marketing alone.
Rewards are slow to trickle in
The right-now quality that will drives influencer marketing is lacking from content advertising. The latter is less likely to visit viral in an instant or provide immediate rewards. The benefits develop slowly, but unlike influencer marketing campaigns with a limited lifespan, your content can reside forever.
It can put off clients
Promotional content that comes directly from the brands themselves is not as trustworthy or exciting to consumers since influencer-created content. The wrong tone, voice, identity, or even text can make your content seem inauthentic to your audience. The way they view it, it’ s your product/service on the line, so you’ re not actually going to come right out and admit it isn’ t good, so why should they believe what you say?
Rising need for niche marketing
You can no longer afford to just target your articles at the general audience. Customers today want content that’ s created specifically for them and addresses their particular concerns plus needs. Unless your content technique involves reaching those prospective customers on the fringes and catering to every niche, you’ lmost all be leaving money on the table.
Supercharge your marketing initiatives
Influencer marketing and content marketing and advertising aren’ t necessarily with odds with each other. They’ lso are two sides of the same coin. Both strategies can work wonders for your business, although their results and costs may vary.
Rather than adopting one particular strategy and completely ignoring the other, try to blend each approaches into your overall advertising efforts. Create high-quality content to grow your brand long-term and team up with influencers when you need fast-paced outcomes or a fast increase in conversions.
By investing in content material and influencer marketing, you’ ll open up even more opportunities for expansion for your brand.