It was way back in the stone age of the internet, well January 1996 at least, when Bill Gates wrote the第一篇文章claiming that “Content is King”. He began his article by stating that “Content is where I expect much of the real money will be made on the internet, just as it was in broadcasting”. Time has, of course, proven his statement to be very prophetic.
Nearly 20 years later in 2015, The Shelf created an infographic proclaiming thatInfluencer Marketing is the New King of Content. It may only be two years since they created that infographic, but there are clear signs that influencer marketing is indeed the new content king. All statistics in this post are quoted from The Shelf’s infographic.
为什么有金博宝188备用网址影响力的营销是新内容国王:
- Influencer Marketing vs Content Marketing
- Why Does Influencer Marketing Work?
- A Common Sequence Taken by Online Consumers
- Influencer Marketing is an Integral Part of Content Marketing
- Who Takes Notice of the Influencers?
- 优质内容对于影响者营销的重要性金博宝188备用网址
- Control Over Content
- Why Do Brands Trust Influencers With Their Content Distribution?
Influencer Marketing vs Content Marketing
内容营销involves the creation and distribution of relevant and valuable content, designed to attract and engage an audience, with the ultimate aim of leading the reader to take some profitable customer action such as buying a product. While content marketing does include the content distribution process, that is just one stage and not its main focus.
金博宝188备用网址另一方面，涉及与特定市场利基市场中的某些杰出人士合作分发内容 - 这再次具有鼓励在线消费者采取行动的最终目标。金博宝188备用网址有影响力的营销可能包括创建内容，但更多的是，它更多地关注内容的分布，而不是创建内容。
The two types of marketing work hand-in-hand, and often brands use influencer marketing to promote content they created as part of their content marketing strategy. Content marketing is all about creating the perfect content to attract potential customers. Influencer marketing is all about taking the perfect content and finding the best method to disseminate it.
无论内容多么良好，如果没有人巧妙地推广它，它都会没有读或不读。金博宝188备用网址有影响力的营销是品牌可以使用的一种方法来确保合适的人正在阅读其内容。
Why Does Influencer Marketing Work?
The key to understanding the recent success of influencer marketing is trust. Consumers trust influencers more than they do brands.
We are long past the time when people believed everything they saw online. There was a time, probably even before Bill Gates wrote his “Content is King” article, when the prevailing view was “if it’s online then it must be true”.
It didn’t take too many Nigerian money laundering scams and spam emails promising the earth (or at least a significant portion of it in return for your bank account number) for people to become cynical about what they read or saw online. Nowadays it is not enough for a brand to simply claim that their product is good. Consumers now require some form of independent proof.
Source: theshelf.com
Although many people do end up on a brand or retailer’s site when researching to buy a product - according to The Shelf’s infographic 56% of online shoppers go to retail sites and 34% go to brand sites - this is often their last point of call. They will often have already done their research before ending up at the retailer or brand site, with 31% of online buyers checking out reviews and other content related to their purchases on blogs, and sizeable percentages of potential buyers also finding out potential purchases on their social media channels.
When planning to buy something, potential consumers first turn to their favorite bloggers, YouTubers and trusted social media personalities. They turn to people they trust online for advice. They turn to people who they believe in enough to influence their purchasing decisions, i.e they turn to influencers.
A Common Sequence Taken by Online Consumers
- 消费者在社交媒体帖子或状态中收到有关某些产品或服务的建议，以引起他们的注意。
- They want to learn more, so they go to their favorite blog / YouTube channel / podcast to see what else they can find out. They actively engage with relevant quality content.
- They seek final clarification about features, pricing, availability and shipping details by going to the brand’s own site or a retailer’s site.
- They purchase the product or service, either online at the brand / retailer site, or by going into a physical store.
Influencer Marketing is an Integral Part of Content Marketing
If you are a very big brand, with a highly active social media account, you may be able to rely on content marketing alone. With its 57 million Facebook followers, Coca-Cola can probably consider itself an influencer in its own right. Red Bull, likewise has built up its content marketing (using action videos – theirYouTube channelhas nearly 6,000,000 subscribers) to the point where it must be considered a leading influencer in its niche.
The vast majority of firms, however, are not in such a privileged position. Most brands would have no more than a few thousand followers on their social media accounts. No matter how good the content they produce, their effectiveness will always be limited by the size of their following.
这些企业需要具有更高追随者的人来与更广泛的受众分享其内容，以使他们的内容营销成功。他们需要参与有影响力的营销，才能看到其内容营销金博宝188备用网址。
This is why influencer marketing is the new content king. It is the only way that most online content can be presented to brands’ target consumers.
Who Takes Notice of the Influencers?
The key advantage of influencer marketing is that it gets its timing better than most forms of marketing. It is not “hope marketing” like most traditional marketing, which is unleashed on the world in the hope that somebody will take notice of it. Influencer marketing works on the basis that there is already a captive audience.
The people who take notice of social media posts made by influencers are:
- 可能会对你的产品感兴趣you’ve selected an influencer in the right niche because they wouldn't be following the influencer if they weren’t also passionate about that niche
- Trusting of any recommendations made by the influencer, because the influencer has already made the effort to build up relationships with his or her followers
- 积极阅读/观看/聆听影响者的帖子，因此他们很可能会看到影响者对您产品的建议
优质内容对于影响者营销的重要性金博宝188备用网址
金博宝188备用网址有影响力的营销不仅仅是分销。如果有影响力的人简单地重新分配了传统的广告材料，他们将迅速失去支持基础。他们需要高质量的内容才能用于帖子。
Much of the material promotes links back to blogs, sometimes those of the brands, sometimes those of the influencers’, and sometimes the blogs even belong to relevant third parties.
有趣的是，相同的博客文章可以提供截然不同的结果，具体取决于谁推广了它。与品牌本身仅促进的内容相比，通过影响者共享的内容的转换率是转化率的3-10倍。
In some cases, the influencers themselves make the content. This makes sense. They know their people better than anybody. They know what is popular with their fans and what leaves their followers dissatisfied and disinterested.
Control Over Content
It is important to realize, however, that when an influencer creates his own material, the brand is giving up a level of control over it. This is why it is so important for brands to do their homework when selecting influencers. Disney clearly didn’t have much of an idea of PewDiePie’s content when they worked with him - his target audience, and the content he shares with them, hardly match Disney’s family-friendly image. Is it any surprise that they eventually parted company acrimoniously?
Brands do have to realize that even when influencers share company-supplied content, they are likely to adapt it to suit their audiences. To some extent, brands engaging in influencer marketing lose control over their content. They definitely can’t micromanage its use.
That is not necessarily a bad thing, however. Influencers have earned the right to be considered experts in their space, and they often have the best knowledge of what will and what won’t work.
这应该不是一个问题对于一个业务,has selected the correct influencer for their brand’s marketplace. Firms pitching product at PewDiePie's target market (“edgy”, rebellious teenage males between 13 and 16) should know that this group is hardly PC, and therefore his videos are unlikely to be either. Similarly, Bassmaster (@BASS_nation) is considered themost influential fishing accounton Twitter. A firm pitching makeup to teen girls is unlikely to trust its content distribution to Bassmaster.
Why Do Brands Trust Influencers With Their Content Distribution?
公司有很多可靠的理由让有影响力的人率先率领其内容营销的分布部分，甚至自己生产一些内容：
- 有影响力的人已经具有创造品牌知名度的能见度，通常不需要品牌本身通常必须提供相同效果的资源188金宝慱网站
- Influencers can be great for educating people how they can use your product, particularly if it is unusual, complex, or just plain “different”
- They can show potential customers ways in which a product can be used
- When brands work with influencers they can create links which will help the brand with SEO for their website
- Some brands use influencers simply to increase their own social following, hoping that some of the influencers’ followers will also follow and interact with them
- 如果一个品牌在市场上遇到了问题，他们可以使用影响者来帮助控制损害控制，作为声誉管理计划的一部分。
- Influencers can help lead to an increase in customer reviews and endorsements. This is very important nowadays, with online shoppers, in particular, swayed by online reviews and ratings
- 当品牌允许有影响力的人创建其内容时，他们被认为比严格发行品牌友好内容的品牌更值得信赖，并试图限制任何冲突的官方行
Overall, influencer marketing and content marketing work together in a partnership. Influencer marketing is the new content king.
