The Importance of Influencer Content
Influencer content is any type of content that an influencer creates as part of their promotional efforts. This can include blog posts, social media posts, videos, images and more.
The reason influencer content is so important is because it can help you achieve your marketing goals. When you repurpose influencer content for your brand, you're able to get more out of their efforts while also strengthening your relationship with them. It's a win-win situation!
Influencer content is becoming an increasingly important tool for digital marketers. Influencer content is often high quality and relevant to your target audience. It can also help you build relationships with influencers, which can be valuable for both your brand and theirs. And finally, repurposing influencer content can help you achieve your marketing goals more efficiently and effectively.
So how can you repurpose influencer content for your brand? There are many ways, and the possibilities vary depending on the type of content and the influencer involved.
How to repurpose influencer content for your brand
There are many ways to repurpose influencer content for your brand. Here are a few of the most common methods:
1. Post the influencer's content on your website.
When you post influencer content on your website, you're able to give your audience access to high-quality content that is relevant to them. This can help you build trust and credibility with your audience, which can lead to more conversions in the future.
2. Share the influencer's content on social media.
When you share influencer content on social media, you're able to reach a larger audience than you would if you only posted original content. This can help you increase brand awareness and drive traffic to your website or social media pages.
3. Create marketing materials around the influencer's content.
When you create marketing materials around influencer content, you're able to use the assets they created to promote your campaign or product. This can help you reach a larger audience and generate more leads or sales.
4. Integrate influencer content into your existing content strategy.
When you integrate influencer content into your existing content strategy, you're able to get more out of their efforts while also maintaining consistency with your overall branding strategy. This can help improve your brand's image and increase ROI overall.
Which brands are doing it well?
When it comes to repurposing influencer content, there are many brands doing it well.
Home decor brand Wayfair worked with influencer Kate Arendt to create a series of videos about fall and winter holiday decorating trends. The videos were then repurposed into social media posts, blog articles and even an email marketing campaign. This helped Wayfair reach a larger audience, generate leads and sales, and improve their brand image.
Travel brand Expedia partnered with influencer Rachelle Hruska to create a video series about solo travel destinations around the world. The videos were then repurposed into social media posts, blog articles and even an email marketing campaign. This helped Expedia reach a larger audience, generate leads and sales, and improve their brand image.
Fashion brand ModCloth worked with influencer Jen Kingwell to create a series of videos about sewing and quilting tips and tricks. The videos were then repurposed into social media posts, blog articles and even an email marketing campaign. This helped ModCloth reach a larger audience, generate leads and sales, and improve their brand image.
Digital brand Kissmetrics created marketing materials, such as infographics, utilizing influencer content. This allows them to adapt the assets created by influencers in ways that match their brand aesthetic and seem at home in their owned channels.
As you can see, influencer content can be repurposed in many ways to help improve your digital marketing efforts. If you're looking for ways to get more out of your influencer content, let these examples be your inspiration.
Licensing & Usage
When negotiating with an influencer, it's important to make sure that both parties have a clear understanding of what is expected of them. This includes setting licensing expectations for the influencer's content.
Licensing means giving someone permission to use your copyrighted material. When you license content from an influencer, you're acquiring permission to use it in exchange for money, exposure or product. It's important to have a clear understanding of what you expect in return before licensing your content to an influencer.
Some things you may want to consider include:
What type of content will the influencer create?
How long will the license run? Will that be different for organic vs paid?
How will your brand use the content?
What rights does the influencer intend to retain?
Will the brand be allowed to edit the content?
When will the influencer publish the content?
How often can the influencer publish the content?
What happens if the influencer doesn't follow through with their end of the agreement?
These are just some of the things you may want to consider when setting licensing expectations with an influencer. By having a clear understanding of what is expected, both parties can avoid any potential problems or misunderstandings down the road.
Conclusion
When you partner with influencers to create content, you're tapping into a wealth of knowledge and experience. But what do you do when that content is finished? Just because the influencer has created the content doesn't mean your job is done. In fact, there are many ways to repurpose influencer content to help improve your digital marketing efforts.
By repurposing influencer content, you're able to extend its reach and generate more leads and conversions. You can post it on your website or social media pages, use it in marketing materials or even create entire campaigns around it. It's a great way to get more out of your influencer partnerships while also maintaining consistency with your branding strategy.
When negotiating with an influencer, be sure to set licensing expectations upfront. This will ensure both parties have a clear understanding of what is expected of them. Having a solid agreement in place will help prevent any problems or misunderstandings down the road.