[Editor’s note: “Influencer” has become a ubiquitous—and often nebulous—term describing anything from a celebrity with a huge Twitter following to a subject expert who can exert substantial change within a given industry. For our purposes, we’re referring to those with reach, clout and expertise sufficient to benefit an organization or brand on a large scale.]
The terms “influencer marketing” and “content marketing” frequently overlap.
In a 2014 survey of more than 600 marketing and PR professionals, 57 percent deemed it to be “highly strategic” to achieve influencer involvement in the content creation and amplification process.
Marketers and communicators understand they must create great content that’s shareable, yet they’re far from using it to ensure a campaign’s success.
Content is still king, and influencers are superheroes capable of raising a brand’s content strategy to the next level. Influencers can boost credibility and extend your content’s reach into new communities, as well as being essential partners in generating content.
Though an influencer may serve a wide variety of functions within the scope of your company’s content strategy, here are five key roles influencers may take on:
