Why do you even need a content person for influencer marketing?
After all, the influencers are providing the content. You just have to collect their pearls of wisdom, make them look pretty in a PDF, and you’re good to go, right?
I’ll confess, on my first influencer marketing project, I wasn’t quite sure what I was doing there. Over the last few years, however, I’ve come to understand the role that content marketers can play in shaping influencer content.
It’s the content lead’s job to shape the conversation with the influencer. We have to ask the right questions, and provide a structure and framework to elicit thoughtful, detailed responses.
There are a few extraordinary thought leaders who will dash off a thousand-word, amazingly insightful response to the vaguest prompt. But most folks — even those who write for a living — need more to go on than “What is the biggest problem facing our industry?”
The influencers you’re talking to have spent hours of time and effort learning about their subject matter, building an audience with powerful, useful content that provokes action. When you email that list of questions, or sit down for an interview, make sure you don’t leave any insight untapped.
Here’s how we at TopRank are evolving our influencer approach to get at that next-level content.
How to Unleash Your Influencer Content
So you’ve identified the true influencers to your target audience, you’ve developed relationships, and now you’re ready to co-create content together. Before you start, make sure you lay the groundwork for a productive Q&A.
Ask More Specific Questions
Influencers will take their cue on how to answer based on how you ask the question. If you start with a mile-high question like, “What challenges should leaders be aware of right now?”, you’re likely to get a high-level response, something vague and oracular. That’s not because the interviewee can’t get into specifics — it’s because you didn’t invite them to.
A better approach is to find out the biggest challenges that your industry is facing, pick one, and ask what we should be doing about it: “The latest Gartner report says that 75% of managers don’t have enough donuts in the breakroom. What are the options for HR leaders to fix t