As we look ahead to 2015, marketing trends will continue to evolve. We’ll see more real time marketing, raw footage and digital integration, combined with a focus on native advertising and new influencers. Yet as much as things change, one thing will remain the same. Good content will always be good content that people want to read. Below are Sway Group CEO Danielle Wiley’s five tips to generating compelling sponsored content.
1. Find the right influencers for your brand
Your brand ambassador is out there; you just need to find her. Do your research to understand an influencer’s past posts before reaching out to engage. A vegan food blogger won’t be interested in a new fast food chicken wrap but a food blogger who has written about quick and easy family meals may be a fit.
2. Let the influencer guide the story
Giving the influencer creative freedom to write about the brand will generate a genuine post, in their voice, with their perspective. The content becomes more than a PSA and builds credibility to further engagement.
3. Let the influencer guide the engagement
Speaking of engagement, allowing your influencers to interact with their followers in their own way is what makes the relationship powerful. An influencer has built up a trust with their community. Trust in that relationship.
4. Build a deep and lasting relationship with the influencers you work with
Making an impact with an influencer can evolve into ongoing communication. By working with an influencer long-term and on a consistent basis, you can create a deeper connection that will work harder and come in handy in times of crisis (such as a product recall, etc.).
5. Develop different programs for different KPIs and then measure against each of them
Impressions, sales, engagement and social media “likes” are a few examples of metrics to track. Be sure to set these forth PRIOR to the start of a campaign.
If you follow the above, it will be reflected in the quality of content developed. Sponsored does not have to be a dirty word, and if done well, won’t hurt your SEO or brand image.