Succeeding with content is harder than ever for at least four reasons:
1. 70% of companies will create more content this year (according to Content Marketing Institute). This increase in competition makes it harder to find ears and eyes for your content.
2. Consumers of all kinds continue to spend more time online, and less time in other information channels, where the relationship between content and audience is more linear. Online, content has a reliable reach problem.
3. Ad-blockers and related technology will make it harder to promote content through paid channels, and is driving the move toward native advertising (advertorial).
4. Consumers trust recommendations from real people overwhelmingly more than they trust advertising from companies (according to Nielsen, and others)
So what do you do now? How do you get your content seen, heard, and played?
Increasingly, the answer is to work with influencers and advocates.
People Are the New Media
Whether it’s a YouTube star, a SnapChat phenomenon, a B2B industry thought leader, or a particularly passionate customers with little audience but a lot of enthusiasm, real people have become the broadcast networks of the modern age.
You’ve probably heard and read a lot about influence marketing and working with advocates. You may have even done some experimenting with it. If so, you know what I know from working with our clients at Convince & Convert, and that’s the fact that influence marketing is still very much an ungoverned space, with a WIDE variety of approaches, metrics, best practices, and guidelines.
Influence Marketing is the Wild West, if all the c…
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