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 referral partnercould be a game changer for any be to be company. So what ifyou could reverse engineer these relationships at a moment's notice, start a podcast,invite potential referral partners to be guests on your show and grow your referral networkfaster than ever? Learn more. At Sweet Fish Mediacom you're listening to thebe tob growth show, a podcast dedicated to helping be to be executives achieveexplosive growth. Whether you're looking for techniques and strategies or tools and resources,you've come to the right place. I'm James Carberry and I'm Jonathan Green.Let's get into the show. All Right, I'm here today at the BB MarketingForum in Boston and I'm talking to Ashley Zeckman. She's the director ofagency marketing at top rank marketing. Ashley, I know today I'm great. It'sbeen a long day, but a great day. please. You knowyou try to pack as much in and...

...as you can in the three orfour days that you're here. But what's the what's the most with us bothbeing at this conference right now, what's the most value that you get outof conferences like this. So many things actually. So in addition to Ilove the sessions, especially at a conference like this, which is my favoritebecause it's small, because the quality of the content is so good and itgoes really deep. So 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. So we'redoing that and then hosting a few events. So it's kind of a whirlwind.I don't know that I could pick anyone thing. It's just cramming alot of experience into a very short amount of time, which I really enjoyed. So we were talking before he record just about the integration between influencers andcontent. You guys at top rank. I'm seeing a lot of content fromyou guys popping up in my social feeds because of the type of content thatyou're doing leveraging influencers. Can you talk...

...to us a little bit about thestrategy behind that? What are you guys doing with influencers and the top rankcontent, and then maybe talk about some results that you guys are seeing fromit? Yeah, absolutely. So one of the things we you know,we notice for ourselves and a lot of our clients are experiencing is that,obviously we know that content impact, not content quantity, has become such abig need, but it's getting harder and harder for grants to create content thatpeople actually want right because it's so brand centric a lot of the time.So one of the ways that we try to counteract that or balance that isby incorporating influencers into the content. So it can be a great way tobuild authority and credibility but also increase your efficiency because, if you know,in some cases you might have an influencer create ten percent of the content,sometimes they might create ninety percent of the content. So it's a really greatway to align yourself with other smart people and whatever industry you're working in.And it's something that we've been you know, Lee has been doing even before therewas an expression for it them. He used to do video interviews oreven just text interviews on our blog like...

...ten years ago, and you know, that was a good way to begin connecting with people who are influential,possibly prospects that we wanted to work with. So by featuring them you're able toreal relationship with by adding value to yes, you're giving them something withoutasking for start right. This is about them, about building their network,and we've done it a lot of different ways, you know, starting,I think, with our blog. One of the things, I know wewere talking about earlier, is these list posts that we do. So forthis conference, for example, lead did top fifty BTB marketers. I thinkthat are speaking at the event and it's just a really good way to featureexpertise of people. A lot of these people we work with, a someof them we don't. And I think another good example is the fifty womenin Digital Marketing Post that we do every year, which is almost always ourhighest ranking post of the year and most shared post to the I think theone I did last year had like seven thousand shares. Wow. For thebloss the people that you feature change a whole lotters are a lot of overlapfrom your there's some overlap when leave was...

...first do so, I think thefirst year he came up with a list of I think it was twenty fivewomen in digital marketing and then the next year he asked those people to nominatesomeone else and it's just kind of evolved to the point where this year itwas fifty women. We had our north stars in our rising stars. Sothe North Stars of the twenty five people that were selected based on some criteria. I asked them one for one career tip and then I ask them tonominate one other person who's a rising star and digital marketing and give a littleexplanation of why they nominated them. So, and the vast majority of those twentyfive people were upandcommerce that people who might not have these super large networksnow, might not be branded viduals, might not be super famous, butare coming into their own and marketing and people that we want to align withand Co create content with. So that's one way to do it. Wealso do a lot of campaigns with influencers, some gated, some ungated, butjust really finding, you know, ways to feature the most experienced peopleon a specific 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 packaged it up all night and nice and either an interactive pieceor an e book, and then we create motion graphics and gifts and SocialGraphics and send the influencers prewritten messages that they can use or not use,right, because the goal is really to build that authority, but also extendour reach, right, because they have people that they're connected with that wewant to be connected with. So when you're talking about integrating influencers into yourcontent, should that be something you're kind of at this stage in the gamewith and with influencers? Should you be prepared to pay a pretty healthy feeto influencers to partner with him, or are the influencers typically happy to bea part of it because it's just more exposure for them? I think itdepends. So part of the beauty of US owning a lot of these relationshipsfor, you know, obviously our own marketing in the what we do forclients, is that we have built these...

...relationships with people very organically. Butit also depends on the ask. So if you're asking someone to do aWebinhar or workshop, get better pay them right. You 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'dsay ninety five percent of what we do is unpaid, but it's because they'refinding value in it. And if an influencer asked to be paid or that'san expectation, it's definitely something we consider because, you know, if it'ssomeone that we really, really want to be working with, like, weunderstand these people are busy. They get us like this all the time.You know, how do you stand out against that? So I'd say thevast majority of ours are not paid. We do have a few, butit's never really a significant amount of really. So would you say for someone that'snever dip their toe in this type of content, with the first stepfor them to be around up article and think of the most? You know, twenty five per simple want people in their industry and just do like around up blog post. Yeah, so...

I think that's we have this influencernurture model that I created and that's definitely a great place to start. Sobegin following them and interacting with them socially, you know, sharing their blog contentif they write content, liking and responding to things that they're creating onsocial networks. And then after that, I would definitely start with one ofthese posts where, again, not like the the fifty women post we did, where we reached out to them, but actually just creating a round uppost, a list that doesn't that requires zero effort from the right and thenin your social messages when you are promoting it, like tag them in itor send them an email, and then when you are ready to maybe cocreate a larger piece of content, then you have something to go to themwith. So either they've heard of it or you can say, Hey,we recently mentioned you in this thing and we would love to include you.Yeah, I love it. Actually, this has been fantastic. If there'ssomebody listening to this, they want to stay connected with you. They wantto learn more about top rank. What's the best way for them to goabout doing that? They can go to...

...top ring Marketingcom is our website,or they can reach out to me on twitter. I'm at a Zachman,or connect with me on Linkedin. I'm definitely happy to field any questions.Answer Ay that you know I have the answers to if not, I workwith Super Smart People. That could against them. So yeah, I thinkthat'd be the best way to get a hold of me. Awesome. Thankyou so much, Alick. I thank you. If you're a BEDB markeeter, we want to feature you on sites like huffed and post. Social MediaExaminer and chief marketer. Every week we send out a question related to beto be marketing. We use the responses to those questions to fuel the contentwe write for really popular websites. So head over to sweet fish Mediacom backslast questions and sign up today. Thank you so much for listening. Untilnext time,.

In-Stream Audio Search

NEW

Search across all episodes within this podcast

Episodes (1637)