How to become an Influencer through Content and Relationship Marketing

by Jason Acidre on May 8, 2013 · 35 comments · Content, Social


Being an influencer has a lot of perks. Aside from being respected in your industry, it also opens a lot of opportunities for business/professional growth.

Prominence or an influential status is very important in online marketing, since it can almost always speed up the process of getting your audience/customers’ trust.

It’s also a viable metric that search engines will eventually use (AuthorRank) in determining sites/brands that genuinely deserve to be more visible on search results.

There are two major factors that helped me grow my brand and my blog’s audience for the past two and a half years (and I’ve also written about it in the past – 1-2 punch marketing):

  • I’ve written dozens of content that are targeted to my prospects/peers’ audience.
  • Built relationships that regularly shared and syndicated my content.

In any road to becoming an influencer, content will always play a very significant role. Content helps brands and individual publishers communicate and build relationships with their readers, other content publishers and other industry influencers.

My experience as a publisher taught me a lot of things, particularly in making me understand several aspects of marketing that can really help a brand make an impact to its audience.

intelligenthq

I found that visual through one of Instant.ly’s most recent posts about the psychology of influence. Although in this post, I’ll be sharing the things that you can do to get to the different areas of influence mentioned on the graph above.

Peers

Your connections speak a lot about your brand. Getting associated with other known entities raises your credibility in your industry, as well as the perceived value that people will see in your personal brand.

Improving your brand’s social proof by connecting with other like-minded people (especially publishers in your niche) and having their trust to vouch for you will help you build a strong reputation.

Identify those who you can help (and of course help you as well) build a better/stronger brand. Make a list of them and start interacting.

Build conversations through participating on their communities’ discussions or through social networking.

Share their works to your own readers/networks as well, to really get their attention – as they’ll definitely reciprocate as soon as they see that you’re providing content that might also be useful to their followers.

Having industry peers will allow you to scale your content’s social sharing and link building processes, given that it can create a subtle cycle of syndicating both parties’ content.

Share Actionable Ideas

Real influencers educate. And the best way to educate is to make people do things for them to actually understand what you’re imparting to them.

Always keep in mind that if you want to compel your readers, you need them to have something to act upon or try doing after taking your advice.

Actionable content is far more engaging than other forms of content, in my opinion, as it exemplifies authority and expertise.

Whether your content is lengthy or concise, what’s really important is to make certain that your readers can take something from it that they’ll be excited to apply.

Unexpected Hook

I believe that there are two ways to become an authority:

  • Be the first to do or come up with something.
  • Be the best one to interpret that something.

Uniqueness, originality and approach are some of the most known factors that shape industry visionaries and influencers.

Offer something that won’t be found anywhere else, because unexpected hooks and a-ha moments make online publishers more remarkable.

Do a content competitive analysis before creating or while drafting your content. You can simply do this through a quick Google search of the working title of your content.

competitive analysis

Determine what’s missing from their content and be sure to have those areas of the subject included on yours. You can also add your own ideas (based on your experience and expertise) to make the content more personalized, unique and compelling.

Make your content more comprehensive than the ones provided by your competitors – that’s one of the best ways to make your content stand out.

Identity and Value Proposition

Having a strong and clear value proposition as a brand and/or an appealing identity will help you become more competitive and remarkable in your industry’s online space.

value proposition

Committing to your brand’s identity and value proposition is also a great way to be consistent in your content marketing and relationship building activities, seeing that you’re already aiming for something that you want your brand to be known for.

Influence other Influencers

If you can influence other influencers, then you can certainly influence almost anyone in your industry (especially their circles and followers).

The key to getting your industry’s key influencers’ attention is to know the kinds of content that they read and learn from – and be able to provide them.

Start by studying their social media activities. Research on what they usually read and share, particularly those that really get them excited.

Knowing these things will make it easier for you to connect with them (since you’re writing about what they are really interested in).

For instance, I’ve been following Wil Reynolds’ works ever since I started doing SEO (mid 2010). And since my work was heavily influenced by his’, I kind of focused on writing about topics that I know he’s also interested in (hardcore link building and bizdev-SEO).

Eventually, I got really lucky.

Another way is to get to their circles’ radars, to increase the chances of getting them to find your content. We all know that relationship is very important, knowing that it can move your content from one influencer to the next. Continuously grow your network along the process.

SEO

Scale your content marketing efforts by ensuring that your contents are optimized for search. Sharing actionable ideas wouldn’t be as effective if no one can find and consume them.

By integrating SEO to your content strategy, the likelihood of becoming an influencer in your field is higher. Because having good search visibility will allow your content to constantly get new readers and potential followers (especially when your content aims to impress your target audience).

In any industry, being good is not enough, and becoming the best is not necessary. You just really need to stand out.

If you liked this post, you can subscribe to my feed and follow me on Twitter @jasonacidre.

Jason Acidre

Jason Acidre is Co-Founder and CEO of Xight Interactive, marketing consultant for Affilorama and Traffic Travis, and also the sole author of this SEO blog. You can follow him on Twitter @jasonacidre and on Google+.

More Posts - Twitter - Facebook - Google Plus

{ 22 comments… read them below or add one }

Joshua Dorkin May 8, 2013 at 8:54 pm

Jason – This is probably my favorite article that you’ve written, and that is saying a LOT! I love your point about having an Unexpected Hook . . . it is a tactic that we’ve recently started using, and has been incredibly valuable in helping us grow our traffic.

Keep writing amazing content — I know you’re one of the influencers that definitely impacts me and my business. I appreciate it.

Reply

Reagen May 8, 2013 at 9:18 pm

As always, awesome post Jason. Thanks.

Reply

Sabel Harris May 9, 2013 at 9:04 am

This is an awesome post, so thank you! I liked your competitive content analysis point and how you read all of those pieces before you wrote something. Super helpful!

Reply

Venchito Tampon @Brand Building Blog May 9, 2013 at 11:45 am

This article taught me how marketing should work. Its all about relationships and trust.

Thanks Jason for this great content.

Reply

Ryan @ Manifest Income May 9, 2013 at 4:55 pm

Jason, absolutely love the post!

I want to expand on your thoughts about finding information that is missing.

The one thing that will always be consistent is there are millions of questions that are asked everyday that either go unanswered or are left without a decent response.

People want help in all industries, and many of them are just sitting out there waiting for someone to come save them.

Although there are many platforms to find these prospects, we’ve found forum marketing to be the most effective in filling the void of missing information.

My partner wrote an excellent guest post on it at Firepole Marketing:

http://www.firepolemarketing.com/2013/05/03/forums-firestarter/

Would love for you to join the discussion Jason, and give us some of your insight based off your personal experiences in marketing.

We’ve found that extending the olive branch early in the game, and showing ourselves as people that not only want to help others, but assist everyone with pushing towards their goals gives us the most leads because we show ourselves to be personal and legitimately caring people.

Once you build a reputation that proceeds you, the rest of it comes easy.

Reply

Gregory Smith May 9, 2013 at 6:00 pm

Hi,

Super awesome post bro, I loved it. Keep it hot!

Greg Smith

Reply

Carol Amato May 10, 2013 at 11:07 am

Hi,

Had never thought of influencing other influencers…what a remarkable idea! It takes a bit of research, but would be work well rewarded, I’m sure.

Thanks for your thought-provoking article!

Have a great weekend.
- Carol Amato

Reply

Neno May 11, 2013 at 8:39 am

Hi Jason,

I like this post. It is all about networking. I read your blog almost every week, and one of the reasons is strong niche focus. I know that you are deeply focused on SEO and link building and that every time I will learn somenthing new.

It is easier to get connected if people know your niche.

Neno

Reply

Sahil May 12, 2013 at 2:44 am

Great post Jason!Being an influencer in the niche is very important mainly to build users trust but also business/brand authority and credibility on top of it. Build a very authoritative author profile online is even more important than before. Because personalization is a major factor in users decision making.

Reply

Haroun Kola May 12, 2013 at 6:47 am

Awesome post Jason. I hope to become an influencer in my niche.

Reply

Kamil May 14, 2013 at 10:15 pm

You did a great job pointing out how to build relationship online. This can really be useful. By the way, how long have you been doing this?

Reply

Ritivik May 15, 2013 at 10:34 am

Really nice post there are many thing to learn from this post, I am going to use all this Content and Relationship Marketing strategy to become more powerful Influencer.

Reply

Patrick Tasner May 15, 2013 at 6:09 pm

This is awesome post Jason. You have nailed down stuff that are absolutely valuable in today’s online marketing strategy trend. Looking forward to become one of the influencers online like you. :)

Reply

Farrell John Conejos May 15, 2013 at 11:42 pm

Hey Jason,

An Influencer? Now that sounds great. I guess, aside from money and traffic, many bloggers also want to be recognized in their own respected field of choice. For me, the very first step to become an influencer is to prove that you are credible and that you are honest. Writing quality contents is one step for having a good credentials. The other step is to build a relationship build with trust between you and your readers. Experience is also one factor to look for if we want to be considered as an influencer. But the most important thing though is to inform others and inspire them that everything can be done with dedication and perseverance. Lead by example, that’s an influencer for me.

Reply

Leadgenix May 16, 2013 at 1:58 pm

Thank you for this post! These tips are important and truly are current with the ever-changing industry. It’s interesting how marketing hasn’t changed too much, but the channels that are available now for marketers via the internet have increased the ability for any organization to link to their supporters and potential customers. Thanks again!

Reply

Tony May 17, 2013 at 9:38 am

That is a great blog! I have to agree these six elements are connected strongly together when you want to work in marketing. For example, if you are not consistently using the same style for the niche, audience will get confused. However, it does not mean you should use the same formula for the niche , but you should have some creativity to promote the niche and “surprise” the audience.

Reply

Anu May 23, 2013 at 12:05 am

Awesome post Jason. these tips are tell us how to build relationships with their readers. thanks Jason to a great post.

Reply

Nick Stamoulis of Brick Marketing May 24, 2013 at 7:08 am

You make a great point regarding SEO. Your content isn’t valuable if it’s not being found. SEO is a long term strategy that works to get your content ranking in the search engines over the long term. Do some keyword research to see how people are searching and what kind of content they are looking for.

Reply

John Demmon May 27, 2013 at 5:40 am

I think that SEO gets down played a lot in content marketing. Is it still important, or is content ‘king’ enough that seo can be ignored?

Reply

eUKhost May 28, 2013 at 7:24 am

These wonderful tips are really required for online as well as offline industries to make a really good move towards successes.

Reply

Som Gupta June 4, 2013 at 10:35 pm

It is all about networking.Being an influencer in the niche is very important mainly to build users trust but also business/brand authority and credibility on top of it

Reply

Raquel A. Martin July 31, 2013 at 7:29 am

The most obvious factor of your authority is other customers liking. Here we speak about reputation and this concept is the basis of every up-and coming project or business.

Reply

Leave a Comment

{ 13 trackbacks }

Previous post:

Next post: