Rustin Banks presents at Content Marketing World 2013 and shares best practices for tapping the power of social influencers to scale and amplify content marketing efforts.

1. 10 KEY
STRATEGIES
TO MAKE INFLUENCER MARKETING PART
OF YOUR CONTENT MARKETING
Rustin Banks
CEO TapInfluence

2. #CMWORLD | @RUSTINB
CONTENT MARKETING WORLD | TAPINFLUENCE
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WORKING WITH “INFLUENCERS”
FOR 15 YEARS
FROM DIAL-UP BULLETIN BOARDS

3. #CMWORLD | @RUSTINB
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WORKING WITH “INFLUENCERS”
FOR 15 YEARS
TO 100,000 REGISTERED INFLUENCERS

4. WORKING WITH “INFLUENCERS”
FOR 15 YEARS
NOW BUILDING INFLUENCER MARKETING SOFTWARE FOR
THE WORLD’S TOP BRANDS…
CONTENT MARKETING WORLD | TAPINFLUENCE
#CMWORLD | @RUSTINB 4

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WHAT IS
INFLUENCER
MARKETING?
CONTENT
MARKETING ON
STEROIDS
Influencer combines the best of content
production and content distribution.

6. #CMWORLD | @RUSTINB
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CONTENT MARKETING BUDGETS
OVER 30% OF THE MARKETING BUDGET NOW SPENT CREAT-
ING AND DISTRIBUTING CONTENT.
CONTENT
PRODUCTION
12%
of marketing budgets
spent creating content
CONTENT
DISTRIBUTION
30%
of marketing budgets
spent reaching people
with content
12% 30%12% 30%

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INFLUENCER MARKETING IS...
PRODUCTION DISTRIBUTION INFLUENCE

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HIGH-QUALITY DISTRIBUTED CONTENT

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INFLUENCER MARKETING VERSUS
TRADITIONAL CONTENT MARKETING
NATIVE ADVERTISING
Traditional Content Marketing Influencer Marketing
Content Creator Brand Independent Publisher
Distribution Paid Mediums + Owned Channels
Influencer Audience + Owned
Channels
Price per Story ≠$200
≠$250 (includes distribution
of audience)
Voice Advertiser Influencer / Publisher
Amount of Content Few Pieces Many Pieces
Targeting Broad Narrow

10. #CMWORLD | @RUSTINB
CONTENT MARKETING WORLD | TAPINFLUENCE
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SPONSORED CONTENT IS MAINSTREAM
HOW DO YOU GENERATE REVENUE FROM BLOGGING?
Affiliate Networks
Other
Consulting
Guest Appearances / Speaking
Blog Sponsorships
Advertising Networks
Paid Sponsored / Branded Content
10%
6%
7%
21%
21%
68%
90%
92%
20% 30% 40% 50% 60% 70% 80% 90% 100%
Source: Zig Marketing | N = 120

11. 10 KEY
STRATEGIES
TO MAKE INFLUENCER MARKETING PART
OF YOUR CONTENT MARKETING

12. #CMWORLD | @RUSTINB
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1. THINK SCALE FROM THE BEGINNING
10
5 50 500
9
8
7
6
5
4
3
2
1
NUMBER OF INFLUENCERS
1X
4X
10X

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2. FIND THE RIGHT INFLUENCERS

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2. FIND THE RIGHT INFLUENCERS
• WHAT DOES YOUR TARGET MARKET LIKE TO READ?
• HOW DO YOU FIND THOSE INFLUENCERS?
GOOGLE DATABASE
GroupHigh TapInfluence
MARKETPLACES

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3. OFFER A COMPELLING VALUE EXCHANGE
CASH IS KING
< 5,000
$1,000
$0
$100
$200
$300
$400
$500
$600
$700
$800
$900
5,000 -
9,999
10,000 -
24,999
25,000 -
49,999
50,000 -
99,999
> 100,000
Blog Size
Reviews
$0
$550
$500
$450
$400
$350
$300
$250
$200
$150
$100
$50
Giveaways Events Sponsored
Content
Blog for
Brand
Average Activity Fee RangeAverage Review Fee Range by Blog Size
Source: TapInfluence Marketplace and ZigMarketing

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4. CRAFT A COMPELLING
ASSIGNMENT
• COMBINE ENGAGING CONTENT WITH
BRANDING
• ASK YOURSELF: IF I READ THESE POSTS,
WOULD I SHARE THEM?

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4. CRAFT A
COMPELLING
ASSIGNMENT
• EXAMPLE A: THE
CORRECT WAY

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4. CRAFT A
COMPELLING
ASSIGNMENT
• EXAMPLE B: THE
INCORRECT WAY

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5. DON’T APPROVE
EVERY POST
• DON’T BE A HOVER PARENT
• ENCOURAGE EDITORIAL INDEPENDENCE
• INFLUENCERS ARE USUALLY HAPPY TO
CHANGE THINGS AFTER THE POST.
CONTENT MARKETING WORLD | TAPINFLUENCE

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6. KEEP IT LEGIT AND TRANSPARENT

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7. RE-USE THE CONTENT

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8. DON’T
MEASURE
VANITY
METRICS
LIKE TOTAL
READERSHIP AND
TOTAL FOLLOWERS

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9. YES, YOU CAN COMPUTE YOUR ROI

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10. MAKE IT ALWAYS ON

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CONTENT MARKETING WORLD | TAPINFLUENCE
ABOUT
TAPINFLUENCE
• AUTOMATION
SOFTWARE FOR
INFLUENCER
MARKETING
• MARKETPLACE
OF 100,000
AUTHENTICATED
INFLUENCERS