Make it easy for influencers to find you

In the Content & Engagement team, we know the importance of influencers. We collaborate with them, we outreach to them and we gain insights from them. Usually, we find the influencers and approach them - however, this process can also be done the other way around!

EVERYONE WANTS GOOD CONTENT

Influencers all have one thing in common: they're constantly looking for good, unique and qualitative content, usually in the form of data or stats, visual assets, or opinions and comments from experts in a specific area.

And it's at this point, when they're looking for valuable content, that content marketers should step in. One way of doing so is by making sure that your site links to any long-tail keywords that relevant influencers might search for and is ranking for them, as suggested by Rand Fischkin at Moz. The search volume is not usually high for these terms, so you should select keywords based on your common sense and by putting yourself in the influencer's shoes (rather than keyword research alone).

NUMBERS ARE GREAT STORYTELLERS

Content creators are usually searching for numbers. The numbers themselves don't normally say much, but when they're put into perspective or presented in a visual, relatable way, they can be great storytellers. They're also easy to use and cite, and are therefore invaluable for content creators. Russ Jones from Moz notes some key principles to stand by when it comes to using numbers, stating that data's value comes from its ability to expose, relate, surprise and share. This is nicely brought to life by OK Cupid, which uses its data in a clever, novel way for blog content.

However, there's no need to worry if you don't collect any data as you can pull your own stats using tools such as Google Trends or YouGov. By combining data that's already out there or simply presenting it in a creative way, these numbers can start to tell great stories that journalists will love.

NEXT STEPS

Don't forget that one attribute that unites all influencers: they're trying to produce quality content online, and are often looking to amplify it with creative visual assets, stats, or interesting vantage points on a topic. As a content marketer, you need to find the right moment to step in and give influencers the content they're looking for. One way of doing this is by putting content in front of them by doing outreach and digital PR, and another way is to make sure that you're ranking for the terms that they're likely to search for. By increasing your visibility among influencers, you're allowing for greater opportunities to gain valuable links and coverage. 

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