552: How to Integrate Influencers Into Your Content w/ Ashley Zeckman

ABOUT THIS EPISODE

In this episode we talk to Ashley Zeckman, Director of Agency Marketing at TopRank Marketing.

A relationship with the right referralpartner could be a game changer for any B to be company. So what if you couldreverse engineer these relationships at a moment's notice, start a pondcastinvite potential referral partners to be guess on your show and grow yourreferral network faster than ever learn more at sweetfish media. DOTCOM, you're listening to the Beta, be growth,show a podcast dedicated to help in bee to be executives achieve explosivegrowth, whether you're looking for techniques and strategies or tools andresources. You've come to the right place, I'm James Carburry and I'mJonathan Green. Let's get into the show all right, I'm here today the B to bemarketing for him in Boston and I'm talking to Ashlei Zachmin she's, thedirector of agency marketing at top rank marketing. Actually I now Todayi'mGrad it pen a long day, but a great day. Hes know you try to pack as much btas.You can in the three or four days that your here what's what's the most withus, both being at this conveersigt. Now, what's the most value that you get outof confererces like this, so many things actually. So, inaddition to I, I love the sessions, especially at a conference like this,which is my favorite 'cause, it's small, because the quality of the content isso good and it goes really deep USO. I love the learning aspect of it, but italso gives me a chance to, like you know, we're doing video interviews withsome of the influencers that we work with on a regular basis, we're doingthat and then hosting a few events. So it's kind of a whirlwind. I don't knowthat I could pick anyone thing. It's just cramming a lot of experience intoa very short amount of time which I really enjoy of it. So we were talkingbefore he record just about the integration between influencers andcontent you, as at top rank. I I'm seeing a lot of content from you guys poppingup in my social feeds because of the type of Conttha you're doing leveraginginfluencears. Can you talk to us a load...

...bout, the strategy behind that? Whatare you guys doing with influencers and and the top reak content? And thenmaybe talk about some results: O Yos, ere, saing, fromit e, H, absolutely Um.So one of the things we, you know we notice for ourselves, N lot of ourclients are experiencing, is but obviously hey know that content impact,not content. Quantity has become such a big need, but it's getting harder andharder for Prance to create content that people actually want rig visits,so brand centric a lot of the time. So one of the ways that we try tocounteract that or balance that is by incorporating inflencers into thecontent. So it can be a great way to build authority, ind credibility, butalso increase your efficiency. Because, F, you know. In some cases you mighthave an influence or create ten percent of the content. Sometimes they mightcreate ninety percent of the content. So it's a really great way to aligneyourself with other smart people and whatever industry you're working in Imean it's something that we've been you know we have been doing even beforethere was an expression for it. He used to do video interviews or Um, even justtext, interviews on Er block like ten years ago, and you know that was a goodway to begin connecting with people who ere influential, possibly prospectsthat we wanted to work with so like featuring them, you're able to o realrelationship w by having value to this you're, giving them something withoutasking for a torkerright. This is about them about building their network andwe've done it a lot of different ways. You know, starting, I think, with ourBlok. One of the things I know we were talking about earlier. Is these listposts that Adio M so for this conference, for example, we did togfifty BTO b marketers. I think that are speaking at the event and it's just areally good way to feature expertise of people a lot of these people. We workwith some of them. We don't- and I think another good example- is thefifty women in detiral marking post that we do every year, which is almostalways our highest drinking post of the year and most share POSOE. I think theone I did last year had like seven thousand shares wow hdoes. Do the people that you featurechange a whole lot there a lot of...

...overlomthere's some overlab when we wasfirst, so I think the first year he came up with a list of, I think it wastwenty five women, inditional marketing and then the next year. He asked thosepeople to nominate someone else and it's just kind of evolved to the pointwhere this year it was fifty women. We had our north stars in our rising stars,so the North Stars of the twenty five people that were selected based on somecriteria. I asked them one for one career to and then I asked them tonominate one other person, who's a rising star, indiginal marketing andgive a little explanation of Wy. They nominated them so and the vest Majortyof those twenty five people were up in comerce that people who might not havethese superlarge networks now might not be brandividuals, migt not besuperfamous but are coming into their own and marketing and people that wewant to Aligne with and cogret content with. So that's one way to do it. Wealso do a lot of campaigns with influencers, some gated, some ungated,but just really finding waste to future the most experienced people on aspecific topic, whether it's something in it or machine learning or marketing,and just really working with them to create these campaigns. And we, youknow we packaget up all night nice and either an interactive piece or an Evolk,and then we create motion, graphics and gifts and Social Graphics and send theinfluencers prewritten messages that they can use or not use right, becausethe goal is really to you know, build that afordy, but also exstend argagerihtor, because they have people that they're connected with that. We want tobe connected. So when you were talking about integrating influencers into yourcontent, should that be something youre kind of at this stage and again withwith influencers, should you be prepared to to pay a pretty hefty feeto to influence hes TA partner with them, or are the influencers typicallyhappy to be a part of it, because it's just more explosure for them? I thinkit depends so part of the beauty of US owning a lot of these relationships,for you know, obviously Ou r own marketing in them. What we do forclients is that we have built these...

...relationships with people veryorganically, but it also depends on the ask. So if you're asking someone to doa Weben Hart or workshop, you better pay them already Y, better pay them fortheir time and effort and the insights that they're sharing, but a lot oftimes we have, we have seriously built. You know our community and I'd, sayninety five percent of what we do is unpaid, but it's because they'refinding value in itor and if an influenceer has to be paid or that's anexpectation, it's definitely something we consider because you know if it'ssomeone that we really really want to be working with like we understandthese people are busy, they get es like this all the time you know. How do youstand out against that? So I'd say the vast majority of ours are not paid. Wedo have a few, but it's never really a significant amount of bone. So wouldyou say for someone: That's, never dipped their toe in this type ofcontent, with the first step for them to be a round up article and think ofthe most. You know twenty five, those influential people in their industryand just do like a round up agos. Yes, I think that's we have this Minfluenceor nurture model that I created and that's definitely a greatplace to start so begin following them and interacting with them socially sharing their lo content. If they writecontent, U Liking and responding to things that they are creating on socialnetworks and then, after that, I would definitely start with one of theseposts where again not like th the fifty women postwe ded, where we reached outto them, but actually just creating around up post a list that doesn't thatrequires zero, efever onorign and then in your social messages. When you arepromoting it like teg them in it or send them an email. And then, when youare ready to Mabe cocreate a larger piece of content, then you havesomething to go to the wetso either they've heard of it or you can say hey.We recently mentioned you in this thing and we would love to include jail yeah,I it actually. This has been fantastic. If there's somebody listening to this,they want to stay connected with you. They wouldn't warn more about top rank.What's the best way for them to go...

...about doing that, they can go to topicmarketing com. Is Our website M or they can retop to me on to whater, I'm atZuccmen or connect with me in Lindoln. I'm definitely happy to feeld anyquestions. Answer any that you know. I have the answers to it. Not I work withSuper Smart People that counanswer them so a I thinkthat'd be the best way toget a hold of me, a tink you so much offwe. I thank you. If you're a be to be marketer, we wantto feature you on sites like Puffington, post, social media, Examir and chiefmarketer. Every week we send own a question related to be to be marketing.We use the responses to those questions to fuel the content. We write forreally popular websites to hed over to sweetfish media dtcom, backlash,questions and sign up today. Thank you so much for listening until next time.

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