In today’s digital age, online influencers are constantly seeking intriguing content to share with their followers. Contrary to what you might think, there is a strong demand for content sharing. To tap into this opportunity, you need to research, create, and position appropriate content opportunities for influencers, making collaboration with you appealing.
If you’re unsure about the right approach for your organization to engage with online influencers, consider strategies like unique content sharing, product promotion, sponsorships, and relationship building. It’s also crucial to stay informed about the FTC Guidelines on influencer disclosures and Google’s guidelines on these matters.
Create Unique Content
Generating fresh and engaging content for your target audience is key to attracting industry influencers. Beyond just "how-to" articles, think about developing studies, long-form content, or discussions that tackle industry issues. The competitive nature of content creation necessitates a distinctive point of view or niche topic to stand out.
Research by Sumo indicates that only about 20 percent of content is actually read, highlighting the importance of producing compelling material. Here are some strategies to increase readership:
1. Publish Unique Research
Organizations like Stone Temple Consulting excel in the search marketing industry by regularly releasing unique studies based on their own research. Their efforts have earned them a reputation as thought leaders in the SEO community, leading to keynotes and book authorship.
If there’s a trending topic in your industry, consider conducting a study on it. You can poll your email subscribers or run data tests to explore new technologies. This not only provides unique value to readers but also attracts more inbound links due to the exclusivity of the findings.
2. Go Niche and In-Depth
While broad topics may garner some interest, a unique approach, such as focusing on a specific aspect of a subject, can make content stand out. For instance, "How to Start a Blog in One Hour For Less Than $100" offers a distinct perspective compared to a generic post on starting a blog. Delve beyond basics to offer comprehensive content covering various angles in depth.
3. Create Controversy
Industries often have controversial topics. Without being inappropriate, consider discussing a topic from a unique perspective that challenges conventional views. For instance, disagreeing with a common opinion and writing a well-argued rebuttal can generate interest and engagement.
Offer Free Products
Providing free products, when done correctly, can enhance word-of-mouth spread and build trust with online audiences. Research by BrightLocal found that 84 percent of consumers trust online reviews as much as personal recommendations. Here’s how you can effectively distribute your products to influencers:
4. Provide Samples for Review
Tools like BuzzSumo can help you identify industry influencers within your target market. Reach out to these influencers and offer your product in exchange for a review. Focus on mid-size influencers with 100 to 10,000 followers, as they might be more approachable and eager to collaborate than top-tier influencers. Ensure compliance with FTC guidelines for disclosure.
5. Free Products for the Influencer’s Audience
Alongside reviews, consider offering product giveaways to influencer audiences. Once a review is shared, influencers can host a giveaway on their blog, allowing users to win more free products. Influencers often manage the content and select winners, while companies distribute the products afterward.
6. Run Contests to Win Free Products
Product giveaways can also be leveraged to increase product visibility. Encourage participants to share the giveaway to gain additional entries. Be sure to follow all platform-specific giveaway rules and clearly list rules on your website. Services like WooBox or Rafflecopter can facilitate cross-platform sharing.
Sponsorship
Beyond free posts, allocate some budget to sponsor or advertise on influencer sites. Options may include sidebar ads, email mentions, or sponsored blog posts. If their site doesn’t offer the ideal sponsorship opportunity, propose alternative arrangements that provide value to their audience.
7. Sponsor a Post for Them to Publish
Some websites accept sponsored posts written by sponsors or their dedicated staff. The cost varies depending on who writes the content. Sponsored posts can highlight a product or service of interest, thereby adding value to the audience.
8. Sponsor Their Blog
Many influencers accept ongoing sponsorships for their sites, covering options like sidebar ads, mentions, or social media shoutouts. This relationship not only boosts exposure but also fosters collaboration for future content sharing.
Build genuine relationships
Forming long-term connections with influencers enhances outreach success. Collaborating on creative ways to share content and promote products is beneficial. Besides online interactions, engage with influencers by attending networking events, conferences, or trade shows to cement relationships and find opportunities for partnerships.
9. Support Them by Mentioning Their Work
A successful partnership involves mutual support. Acknowledge influencers in industry roundups, quotes, or as examples in your content. Recommending them on social media through mentions can capture their attention and show that you support their brand too.
10. Meet Them at Events
In addition to online networking, meet influencers in person to build rapport. Industry events and conferences provide excellent opportunities to connect with individuals who can help in promoting your content and products.
By diversifying engagement strategies—including product trials, sponsorships, and tailored content— you can leverage influencer networks for increased website traffic and sales. Although identifying the best influencers for partnership may require experimentation, influencer outreach is a valuable aspect of any campaign designed to build links and drive traffic.
