Content Marketing has dominated much of the conversation about marketing in the past 2 years and the popularity of influencer marketing is also on the rise. What could be better than a combination of both?
The intersection of influencer marketing and co-creation for content marketing is an area we’ve been testing and implementing thoroughly over the past 5 years. Not only have we implemented these campaigns for ourselves in partnership with marketing kingpins like MarketingProfs, Content Marketing Institute and Social Media Examiner, but also major brands like LinkedIn, Dell and McKesson.
But as the approach to content shifts from marketing departments to crowdsourcing, insourcing and community co-creation, I’ve noticed a sharp increase in sloppy or ineffective tactics like influencer outreach.
Being on both the sending and receiving end of influencer communications, here are a few things that I see happening that are sure fire ways to get your outreach emails deleted or worse, designation as “spammy” or “ignore”.
1. Shoot first, ask later – Taking liberties with influencer content without asking, ie publishing a quote or excerpt in marketing content that is explicitly intended for lead generation. After the content is published, reaching out to the influencer to indicate they’ve been cited and asking for help in promotion.
