Efficiently finding and vetting influencers isn’t easy. Ideally an influencer-for-hire will have a unique voice and perspective that promises significant reach, resonance with target consumers and measurable persuasive power with an audience of his or her peers. If you are a doubter, consider this example. Engaging Kendall Jenner for its lash primer product, Estee Lauder aired the same video on their Instagram feed and on Kendall’s. The brand drove 7,000 likes. Kendall prompted 429,500 likes or 61 times more awareness and measured attention. By borrowing the equity and voice of an online influencer, brands can penetrate markets; gain access to likely prospects or position themselves relative to ideas and people their best customers care about. Research by SONY found that people are more than five times as likely to buy based on the recommendation of a social peer than having been exposed to traditional ads. Some influencers are engaged as brand ambassadors or standing spokespeople. They are not like celebrities in ads, paid touts. They are positioned as people with a connection and affinity to the brand. Others are leased on a one-time, finite or campaign basis. Marketers have to figure out upfront what they want from an influencer. The Read more…
Content strategy is a paradox. Every brand needs to figure out its content play. But there is already more existing content than anyone can ever consume. In an environment boasting millions of tips, tricks and hacks, billions of reviews, how-tos and infographics, trillions of recipes, diets or exercise routines and zillions of videos on every conceivable topic, savvy marketers want to know what content is the strongest lure, how much content is enough, which combination of content is the most potent and which content converts browsers into buyers fastest. As a result two kinds of content strategists are emerging. The definition of the practice and the deliverables often mirror the skills, perspective or experience of the practitioner. In thinking about deploying content strategists, consider two major tasks. Each requires a different kind of strategist with distinctive skills sets. Systemic. Somebody has to figure out what is the best way for a brand to present itself and its story across platforms and channels. This strategic work requires a clear and consistent understanding of business goals and brand assets, which are mapped to customer actions and intentions with the idea of creating relevant, useful and resonant conversations and interactions. A systemic Read more…