How to become an Influencer through Content and Relationship Marketing

by Jason Acidre on May 8, 2013 · 36 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+.

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