(Influencer) Content Is King

(Influencer) Content Is King

October 15, 2019 4:00 pm

Nearly a quarter century ago, Bill Gates declared, “Content is King.”  As played-out as his message may sound, it is perhaps truer today than it was in 1996. Though Gates correctly foresaw the rise of Internet advertising, he couldn’t have predicted the landscape we now find ourselves in – a world of ad-blockers, spam filters, and pop-up killers. As brands struggle to get their message in front of increasingly ad-weary consumers, providing useful, engaging content has become nearly the only way to break through. 

Still, no matter how well-crafted brand-created content is, keeping it fresh, and most importantly, getting it noticed can be a challenge. Influencer marketing provides a unique opportunity to grab the attention of an already engaged audience. Partnering with trusted influencers who represent the values of your brand not only provides you with fresh content to use in your own social media marketing, email newsletters, and online publishing but also amplifies your message by pushing it out to the very people you are trying to reach. 

Influencer-created content has a wider reach than brand- created content is also more effective. In fact, 92% of consumers trust influencer recommendations more than brand advertising or celebrity endorsements. Moreover, 53% of women recently made purchases as a direct result of influencer posts. 

For eons, word-of-mouth advertising has been the most effective form of marketing. People trust people. Our relationships shape our behavior, and it’s becoming less and less important whether those relationships are face-to-face or digital. Good influencer marketing amplifies word-of-mouth advertising by the power of the Internet and social media. An influencer who is engaged with their audience and understands their audience’s needs and preferences can create content perfectly aligned with their tastes and pertinent to their lives. 

Content may be king, but today’s consumers demand that it also be authentic and relevant to their lives. They want the right content at the right time, available right where they are – and that’s exactly what influencers deliver.  

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