Amplifying ROI — Return on Influence! #cmworld (Content Marketing World 2012)
“This is the era of citizen influencers,” declaredMark Schaefer during Wednesday’s Content Marketing World 2012 session. As a marketer, this wasn’t news to me, but it struck me. ANYONE has the opportunity to influence. What a powerful statement! And what and immense opportunity for the content marketer inside each of us.
Among many of the non-traditional influencer examples provided were:
> A Mommy Blogger commissioned to Bolivia to help raise awareness for an orphanage — resulting in 150 children being sponsored as a result
> A shy government employee in California who tweets 2oo times each day and has been sought after by notable brands such as Audi
As content marketers, how can we learn from these real-world examples to increase our level of influence, and thereby increase ROI (return on influence)? An educator at heart, Mark provides a valuable framework for amplifying influence:
1. Meaningful Content: “Content that moves is power on the Internet,” he notes.
2. Relevant Audience: You have to ignite your content to build power and influence. Relevancy is what will spark that flame.
3. Consistent Engagement: (Does the term agile engagement come to mind?) Keep the conversation flowing through content that follows Mark’s RITE principle: Relevant, Interesting, Timely, Entertaining.
Building your influence likely will not happen overnight, but by following the above guiding framework, all of us can ignite a flame to shine ever brighter.
Published: September 5, 2012 By: