Christopher S. Penn – Marketing AI Keynote Speaker

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Category: Influence

  • 6 Principles of Influence in Content Marketing

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    Christopher S Penn

    How do we make our content more valuable? In the most recent CMO Survey, CMOs are demanding greater impact from marketing activities as their top priority by a wide margin. Why would such a demand exist in the first place? The answer: marketing activities aren’t delivering impact – not real business impact. What sort of…

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  • Fun Fact Friday: Social Influencer Benchmarks

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    Christopher S Penn

    In today’s episode, I take you behind the scenes for what went into the Trust Insights 2019 Social Media Influencer Benchmark report. Learn why we chose the measures we did, what surprises we found along the way, and how the report could save you a whole bunch of money on influencer marketing. Watch the video,…

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  • You Ask, I Answer: How to Start Marketing from Scratch?

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    Christopher S Penn

    Kirill asks, “If you were starting from scratch in 2019 with no budget, what would you do to gain traffic for your project?” The answer to this question is contingent on what the project or product is. One of the flaws of modern marketing is that we spend too little time on product marketing itself…

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  • You Ask, I Answer: How to Evaluate Influencer Marketing Software?

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    Christopher S Penn

    Jim asks, “What should we be looking for in influencer marketing software? We need a BS detector for all the sales pitches.” Influencer marketing software has to fulfill at least one of three functions: Identification – finding influencers through proven methods. Outreach and management – managing the outreach, assets, contracts, etc. of influencers like a…

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  • You Ask, I Answer: How to Measure The Value of Influencer Marketing

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    Christopher S Penn

    Mark asks, “How do you find the value in influencer marketing? What’s the best way to determine what’s working?” Influencer marketing is nothing new. Companies have been marketing with celebrities for decades, and we have well-defined ways to work with celebrities – and measure their outputs. Let’s take a walk through an effective way to…

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  • You Ask, I Answer: Influencers in Highly Regulated Industries

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    Christopher S Penn

    Robert asks, “This is good information, but I have a more basic question about B2B influencer marketing. My company manufactures specialty chemicals for a niche market. We know that companies use our products, but we need some influencers to help drive our sales more. The problem is that companies that use our products are typically…

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  • You Ask, I Answer: Paid Influencers and Message Effectiveness

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    Christopher S Penn

    Tammy asks, “In theories of persuasion from social psychology, the effectiveness of a message to persuade someone is significantly harmed when a receiver of the message becomes aware of any ulterior motivations (i.e., getting compensation) that the source of the message may have for making that argument, or they believe that someone is trying to…

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  • You Ask, I Answer: B2B Influencer Marketing On The Rise

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    Christopher S Penn

    Tammy asks, “Are you seeing the use of #socialmedia influencers for B2B on the rise? I think most of us primarily think of it in terms of B2C.” B2B #InfluencerMarketing is already huge, especially in tech #B2B. I work with IBM on this front as well as a few other companies. Many of our peers…

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  • You Ask, I Answer: How To Spot Fake Social Media Influencers

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    Christopher S Penn

    Amanda asks, “How can you spot a fake social media influencer from a real one?” There are four metrics and one qualitative test that will help you identify low-quality influencers from high-quality influencers and spot fake influencers from a mile away. Watch this video to learn more. The five tests: – Are virtually all of…

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  • You Ask, I Answer: How To Become an Instagram Food Influencer

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    Christopher S Penn

    Stacy asks, “How do I become a more influential personality on Instagram? I don’t want to go the automated route, but I don’t have much of an audience. My goal is to be a food influencer.” As with all things, we tackle – in order – strategy, tactics, execution, and measurement. First, strategy. Does the…

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