Page 93 - The Content Code: Six essential strategies to ignite your content, your marketing, and your business - PDFDrive.com

were, but with the incredible analytics available from Internet data, there are a
number of reliable free or low-cost tools available to track influential
connections by topic, industry, and region. Combining analytics with
observation and insight can provide a historically important opportunity for you
to learn about influential new advocates who can help spread your message and
your content.

Benefits of borrowed trust

Working on an influencer outreach plan to ignite content is essential to many
businesses today and certainly a strategy that can provide rapid, repeatable, and
sustainable benefits. Here are some of the deliverables that can come from
influencer outreach:

Authentic advocacy: If you can establish a long-term connection with an
influencer that results in a strong relationship and true advocacy, there is
probably no other more effective way to ignite your ideas and products. For
example, Chobani Yogurt does an excellent job reaching out to influencers
in an authentic and helpful way. One friend has repeatedly referred to the
brand in case studies, recommendations, and blog posts simply because he
has truly come to love the brand.
Fast traction: One of the challenges of building an Alpha Audience is that
it takes time—often a long time. If you’re starting from scratch and don’t
have the time, getting your message out through a trusted influencer can
potentially give your business a jolt in a hurry. Robert Scoble is one of the
most famous tech bloggers in the world. A few years ago, he quadrupled
the traffic to a start-up company’s site with one blog post—over a
Christmas weekend!
Social proof: Chapter 9 explores the idea of validation through association,
or social proof. Having your brand associated with a well-known authority
can help augment your reputation instantly. If they’re trusted, then you’re
trusted.
Awareness: When Ford launched the Fiesta brand, they created a social
media “Fiesta Movement.” One hundred digital influencers were selected
and given the keys to a car for six months. These Fiesta agents completed
monthly challenges, posted videos, and blogged about their experiences.
The campaign, masterminded by Scott Monty, was spectacularly
successful. By using social influencers, Ford exposed the Fiesta name to a