You might think that no one will want to share your content, but the reality is quite the opposite. Because they post so often, influencers are always looking for interesting content to share. All you have to do is research, create, and position the right content with influencers so they want to work with you.
If you're unsure of what approach your company should take to working with them, consider sharing unique content, product promotion, sponsorships, and building relationships.
Table of contents
Create unique content
1. Pick a niche and dig into it
2. Create controversy
OFFER FREE PRODUCTS
3. Offer samples for “evaluation”
4. Free products only for the influencer's audience
SPONSORSHIPS
5. Sponsor a post
6. Sponsor an influencer's entire blog
CREATE HONEST RELATIONSHIPS
7. Support them by mentioning their name in your articles
8. Meet them in person at an event
Create unique content
1. Pick a niche and dig into it
Anyone can write a blog post on a very architecture email lists general topic, like “How to Start a Blog,” but success comes from having a more specific focus, such as “How to Start a Blog in an Hour for Under $100.” Find ways to “niche” your content. Go beyond the basics and create multiple pieces of content that can cover different topics in depth.
2. Create controversy
Every industry has controversial and sensitive aspects. Without being too sloppy, consider writing in a way that allows you to play devil's advocate, offering a unique perspective that hasn't been covered by anyone else yet. Hubspot recommends writing from a perspective that resonates with your audience, but making sure you can back up your arguments with data. Also, if there's a topic that divides industry experts, approach it from an angle that's consistent with the nature of your business.
OFFER FREE PRODUCTS
3. Offer samples for “evaluation”
There are tools like BuzzSumo where you can find influencers who work with products in your industry and for your target market. You can reach out to them and offer to trade one of your products or services in exchange for them “reviewing” it. To get more influencers at a lower cost in your campaigns, try to get “mid-tier” influencers (between 100 and 10,000 followers). They will be more inclined to work with you since they are not contacted as often as higher-tier influencers, and they will also be cheaper to work with.
influencer
4. Free products only for the influencer's audience
In addition to a review, you can also offer products to the influencer's audience. Once they have shared their opinion on your product, they can organize, through a blog post, the distribution of free products in the form of a contest, for example, when the audience comes to read it. Usually, the influencer is responsible for the content and choosing the winners, and it is the company that is responsible for the distribution of products once the contest is closed.
SPONSORSHIPS
5. Sponsor a post
Typically, costs are higher if the influencer themselves have to write the content for the post. A promoted post can be, for example, a demonstration of the product itself, or some of its features. It is clearly not free, but it is content that conveys value to the audience by showing something they are interested in.
influencer
6. Sponsor an influencer's entire blog
Many influencers accept ongoing sponsorship of their blog or page. This can include sidebar ads, mentions on specific pages such as social media or email, etc. Creating this type of relationship not only gives you more visibility with your audience, but also gives you the opportunity to decide, together with the influencer, different ways in which to promote your content.