Category: Influencer Marketing
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Most Social Media Influencers Have No Influence
When we speak of influence, particularly in marketing, what are we talking about? Do we even know what influence is? If we don’t, then we’re chasing something we may not understand; in turn, we may be paying for results that make no sense or are ineffective. What is influence? Let’s say we have a prospective…
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Influence Is Who Knows You
Mitch Joel is fond of saying, “It’s not who you know, it’s who knows you”. This quote has never been more true than today in influencer marketing. How do we measure influence in most digital marketing domains? Email marketers look at forwarding and sharing rates Public relations professionals look at who covers us in the…
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How to Refresh Content With the 5I Content Repurposing Framework
When marketers approach content that needs freshening up, we tend to just wing it. We make changes in a disorganized, disorderly fashion – tweak some copy here, change the headline there, maybe swap out an image or two. This would be fine if we didn’t then expect our content to deliver disproportionate results to our…
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Why Influencer Marketing Goes Wrong
Few would argue that influencer marketing, done well, is ineffective. The catch is that often, it’s not done well. Marketers and brands pay too much to receive too little. Why? The core problem is that marketers approach influencer identification in the wrong order. More often than not, the first thing someone asks is, “Who’s influential?…
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My Event Promotional Workflow
When I’m asked to participate in events, either as a speaker or as a subject matter expert, my goal is to help bring value to the event by driving additional awareness. It’s not enough to just show up; events need help building awareness and credibility while they’re happening. In this post, I’ll share my promotional…
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Improving Influencer Identification, Part 5: Influencer Measurement
How hot is influencer marketing? Influencer marketing is now more searched for, via Google Trends data shown above in blue, than email marketing or social media marketing as a whole. Influencer marketing is the latest, the greatest, the hot thing that every marketer has been mandated to master. In this series, we’ll delve into three…