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How To Fuel Your Content Marketing with Influencers

Amanda MaksymiwContent Marketing Manager, Lattice Engines

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Better Together.

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Fueling Your Content Marketing With Influencers – 4 steps

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1 The Plan2 Who3 Prep/Engage4 Pitch

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1 The Plan2 Who3 Prep/Engage4 The Pitch

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Step 1: Create The Plan

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Step 1: Create The Plan – Potential Goals

• Garner 20 mentions• Boost traffic by 2x• Create 5 pieces of content• Contribute 3 guest blogs• Boost conversions by 2x, etc.

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Step 1: Create The Plan - Metrics

• Community size• # of organic mentions• Social media engagement• Web traffic• # of downloads, etc.

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1 The Plan2 Who3 Prep/Engage4 The Pitch

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Step 2: Uncover Who

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Step 2: Uncover Who - Online

• Keyword-based searches• Social media• Tools: LittleBird, Vocus, TapInfluence

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Step 2: Uncovering Who - Offline

• Talk with customers• Attend events• Survey• Network

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Step 2: Uncover Who – Keeping Track

• Build Twitter lists • Create an excel file• Add them your MAP / CRM

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Here’s A Quick Look At What To Store

• Contact Info• Contact Preferences• Content/Social URLs• Priority/Score• Pitch Ideas• Activities

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1 The Plan2 Who3 Prep/Engage4 The Pitch

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Step 3: Engage

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Step 3: Engage - Reminder

• Log your activities• Keep track of your progress

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1 The Plan2 Who3 Prep/Engage4 The Pitch

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Step 4: Pitch

Simplicity Rules

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Step 4: Pitch

Show Value

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Step 4: Pitch

Make it hard to say “No”

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Step 4: Pitch – Sample Content Asks

• Quote for an ebook• Guest blog• Podcast / Google Hangout• Roundtable responses• Request to share content

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Hello [Name],We haven’t connected before but I work for X and I have enjoyed your blogs about Y. We’d love to collaborate with you about Z and we think our audience would love to hear from you.

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1 The Plan2 Who3 Prep/Engage4 Pitch

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Turbo Charge

• Automate some of your communication and share your

best content

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Real Life Examples

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Co-Creation / Promotion• 6 interviews• 6 blog posts• 6 videos• 1 eBook

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Contest to generate buzz pre-event

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96K 199K

53K

11K13K

1.1 M reach2.1 M impressions

62K

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Co-Creation• 40K

views/month

• 25K subscribers

#cmworldImage Credits emmyboop – peanut butter cups

Questions?

Amanda Maksymiw@amandamaks