When it comes to content marketing, the notion of "if we publish it, they will come" is more wishful thinking than fact. With the amount of content generated every minute on the web approaching light-speed, even the most ingenious of content can fall flat. Content Marketers need a strategy in place in order to get their content in front of the right people, at the right time. The Content as the Currency of Influencer Marketing deck shows you how to align your content with influencer marketing to create impact. This presentation includes: _key insights about the challenges marketers face today, _5 tips to get on the radar of your influencers, _guidelines for collaborating with your influencers to produce content; and _inspiring examples for content marketing and influencer strategy done right This presentation was originally delivered at Content.San Francisco conference, 2014.

1. Traackr
Content
As The
Currency
Of Influencer
Marketing

2. Traackr
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Challenges
Facing Marketers☇

3. Traackr
June 2014
Stimulus First Moment
of Truth
Second Moment
of Truth
 ⌂
The mission:
Influence the buying process
The old marketing paradigm for inspiring people
to buy products & services

4. Traackr
June 2014
Stimulus First Moment
of Truth
Second Moment
of TruthZMOT
🔑 🚘 $💲
The buying process is
getting away from marketers
📱

🗪

At shelf
In-store
ExperiencePre-shopping
In-store | In-home

5. Traackr

6. Traackr
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Do you trust each of the
following types of brand
communications?

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The old way of marketing
isn’t working and the new
way isn’t working yet

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Content + Influence

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3%

90%
of impact

Never doubt that a small group
of thoughtful, committed
citizens can change the world
—Margaret Mead

10. Traackr
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For buyers, that small group
= experts
Impact of content types across purchase process

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Brands’ attempts to engage
experts have failed
Pitch influencers #FAIL
Buy influencers #FAIL
Turn fans into influencers #FAIL

12. Traackr
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What’s next?
Influence the influencers
Build meaningful relationships
Meaning = Content (not fluff)

13. Traackr
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Amplify Your Content
With Influencer Strategy

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5 Pillars to keep in mind
Shift focus: People > Brands
Listen & Adapt
Make friends before you need them
Context is paramount
Give Give Get




🎁

15. Traackr
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5 Tips to get started today
Listen
Listen to relevant influencer conversations & contribute on trending topics
Reference
Reference & link back to influencer write-ups on topic & let them know
Co-create
Co-create content with influencers
Support
Develop assets for influencers to leverage
Sponsor
Sponsor relevant influencer content

🔗
✒
⚙
$💲

16. Traackr
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Vend:
Raising Brand Awareness
Company
Vend, a global vendor of
cloud-based POS software
Goal
Positioning as a key player
in the industry
Solution
Engagement program:
Host online community
of top influencers
Challenge
Fragmented market,
dominated by
larger incumbents
Results
25+ Industry Influencers
500+ Social Shares
Lift 5K Pageviews in first 30 days (2x traffic)
🏢 ◎
☇ 💡
📊

17. Traackr
 @traackr
 traackr.com
Asos:
Cultivating Advocacy
Company
Asos, leading online
fashion retailer
Goal
Increase referral
traffic
Solution
Build exclusive, high touch
engagement program
with influential advocates
Challenge
Pilot program with limited
resources, ability to focus on
highest yield paramount
Results
75K+ pieces of earned media
12M direct reach
800% Growth in referrals
600% Spontaneous quotes
🏢 ◎
☇ 💡
📊

18. Traackr
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Learn more
Deepen your knowledge of how Content &
Influencer Marketing work together.
Learn how to:
Actively listen for influencer insights
Produce content collaboratively
Get started and maintain momentum
Download the eBook ▻

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Thanks!
Pierre-Loic Assayag
Traackr Founder & CEO
pierreloic@traackr.com
@pierreloic
traackr.com/resources