Getting the Most out of Content Marketing
When you’re looking to create a lasting relationship with consumers, tapping into online influencers can seem like the quickest way to share content that speaks to a certain audience while increasing brand credibility. However, a poor execution can make content marketing come off as insincere and turn away potential consumers. At Federated Media, we work with your brand to develop a content marketing plan that is effective and makes sense for your goals. We set up our influencer campaigns to elevate your brand’s overall media strategy. Use this guide to start thinking about how to make the most of your campaign. Let’s get started!
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Determine Your Goals It is important to set up the specific goals that you want to accomplish by partnering with an influencer. Compelling content can impact awareness, engagement and brand-perception metrics, but tracking whether those lead to conversions can be tricky. Federated Media will ensure that your campaign is set up to perform the right way from inception, creating essential campaign elements like custom coupons or an influencer-specific landing page.
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Identify Your Audience Determining which influencers to partner with has a lot to do with which audience you want to target. Federated Media works to keep a specific target audience at the forefront of every campaign, enabling influencers to create original content that clearly translates the value of your brand. Partner influencers also determine which social channels are the best platforms for engagement. Facebook skews older. Snapchat courts younger audiences. Pinterest boasts a heavily female user base.
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Measure Success the Right Way After determining brand goals and target audiences, Federated Media sets up your campaign and tracks data every step of the way. Each campaign is constructed and measured based on your specific KPIs and goals. Looking to drive brand lift? Propel shares? Increase sales? We record and optimize throughout the entire process, removing the guesswork out of understanding content marketing success. We focus on quality, long-term reporting to maximize campaign success.
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Give Influencers Guidelines Federated Media works with a network of select influencers who have a track record of high-quality content and strong brand relationships. But that doesn’t mean you should cede all creative control over your marketing campaign. We work with creators and brands to establish expectations, look-and-feel guidelines and campaign elements. Clear timelines, production budgets, revision procedures and final approval agreements protect your brand and allow influencers to focus solely on creating beautiful content.
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Set up the Framework Before creating a partnership with an influencer, ensure your brand is set up with the necessary hardware and assets for the results you’re seeking. A well-timed Instagram campaign with multiple influencers can generate a tidal wave of incoming traffic to a retailer’s site, but consumers can be turned off if the site lacks mobile functionality or if servers buckle under increased traffic. Our team considers the vital infrastructure that is often overlooked when creating a content campaign.
Figuring out a content marketing strategy can be daunting, but working with an experienced partner will smooth out the process and eliminate unknowns. Federated Media’s team of content strategists can helm the ideation and creation of any influencer campaign and offer deep knowledge of successful influencer partnerships across every vertical. Set goals, determine your target audience and create longlasting relationships with the help of a trusted partner who can guide your campaign and provide access to established influencers.