6 Ways to Create an Engaging Influencer Content Strategy

Is influencer marketing part of your overall marketing strategy? If not, it’s time to get onboard!

The rise of social media created a massive industry that allows brands to authentically connect with audiences using the right messaging and the power of social proof. In fact, influencer marketing gives over 11+ times the return on investment compared to traditional strategies. That’s huge!

It’s no secret that a sound content creation strategy increases engagement while providing results. Who doesn’t want that?

Building your influencer content strategy is key to increasing results and engagement. The trick is to know what to say to your audience and how to say it to keep them engaged. The goal is to increase your exposure, which in turn builds your relevance (and ultimately, your revenue). When done the right way, increased engagement and relevance can easily turn into increased sales and brand loyalty.

Here are a few ways to create an engaging influencer content strategy if you don't know where to start:

Determine your goals

What do you want to see happen after the campaign? The best campaigns begin with the end in mind. After all, if you don't know where you want to end up, how will you get there?

Knowing what are your goals are will also help you drive the types of content the influencer uses, as well as the platform for your campaign. This is also a good time to set a budget for the overall strategy.

Research

Before you ever begin collaborating with an influencer, it's critical to do your research. It’s important to think about what you want posted, how often other influencers are posting and sharing, and what the influencer can reasonably help you accomplish.

This is also the time to look at other successful influencer campaigns that are similar to what you may be looking for in terms of content. Which types of content do your customers respond to best? Which types of content get the best engagement?

Pick the right influencer

There are different types of influencers - nano, micro, macro, and mega-influencers. Consider which type of influencer makes the most sense for your campaign.

They must understand your audience, take a direct interest in your brand, and align with your brand values. Although you determine the main structure of the content, the influencer owns the logistics and delivery.

Take your time with the influencer

When you’re making contact, start by engaging with their content. This is a good way to see how they interact with others and what they can do for you. You’ll know how long it takes them to respond, whether they are interested in your brand, and more.

Make collaboration a priority

Influencers know how to leverage their personal brand strategies and infuse them with yours to deliver content that adds value to you and them. You should determine what strategy will work best and have the most engagement that will work in building your awareness, exposure, and results. Influencers specialize in creating content, so working with them to establish guidelines, share your goals, and decide what types of information they need to create the best content. The magic is in the message.

Have measurement tools

Once the campaign launches, it’s important to know how effective the campaign was to make sure your partnership is working, and you’re getting the results you want. How do your results measure within the trends? Did the campaign resonate with the audience?

Based on your results, you’ll be able to decide if you want to continue a partnership or add additional influencers in different categories to expand your message.