Written by Joe Pulizzi, founder of Content Marketing Institute
1. Social Media 4-1-1
For every six pieces of content shared via social media (such as Twitter):
– Four are pieces of content from your influencer target that are also relevant to your audience. This means that 67 percent of the time you are sharing content that is not yours, and calling attention to content from your influencer group. (And don’t ask for anything in return)
– One piece can be your original, educational piece of content.
– One piece can be your sales piece, such as a coupon, product notice, or press release.
2. Content Gifts
Example: Top Blogger List
“Use research expert to put together a methodology of how to rank the top bloggers, looking at areas such as consistency, style, helpfulness, originality and their rankings in search engines.”
Provide widget for bloggers to put on their site and link back to your site. Press release. Shout out on Twitter. In general try to make a big deal out of it.
3. Make their content shine
“We believed that if we presented them as true rock stars on our site, with amazingly helpful content, the influencers would be more likely to share the content with their audience. This step was critical, because at the time we had very little reach and following online; we needed to leverage the influencers’ networks in order for us to build our own.”