You spend a lot of time creating content, but is your audience paying attention to any of it?
Ninety-two percent of consumers trust recommendations from their peers over branded content. Your brand is no longer an authority over your audience, so how can you reach them?
You need to connect with the people who do have authority: influencers.
Influencers can extend the reach of your content and help you make an impact on your audience. But to convince an influencer to work with you, you must implement the PESO model. With a combination of paid, earned, shared and owned media, you can build an effective influencer marketing strategy.
To get started, you need to create the content that your audience is interested in and that influencers want to talk about. Here are four steps to using owned media to reach influencers:
1. Identify key influencers
Before you can start creating content, you need to determine what type of content to create. Use your media database to research influencers and find out what topics they discuss most often and how their interests align with your brand’s goals.
Remember, not every influencer will be a perfect match for your brand. You need to find the right influencer for your brand and audience. When searching for influencers in your industry, look beyond follower count; instead, look for influencers whose audiences are engaged.
2. Pitch your content
Once you’ve identified the influencers you want to work with, you should reach out to them. Before you even have a story to share, you need to start building a relationship with your targeted influencers.
Follow the influencer on social media accounts. Take an interest in their work. Comment on their posts, and share their stories. Get your brand on their radar so that later on, when it comes time to pitch, they’ll recognize your name and be more open to working with you.
Once you have a piece of content that you think an influencer will be interested in, make the ask. Be specific about what you want them to do and include a clear call to action.
3. Bring influencers on board
Don’t limit yourself to just asking influencers to share the content you create. Consider including them in your content creation process as well.
Invite the influencer to write a guest post for your blog or host a webinar with your brand. The influencer’s name will bring more traffic to your website and blog and widen your audience.
Don’t expect influencers to agree to working with your brand just because you asked. They will want to know how they can benefit from partnering with you. Consider offering an incentive, such as exclusive access to a piece of content.
4. Extend the story
Publishing your content and getting featured on an influencer’s blog shouldn’t be your final step. Think about how you can repurpose and continue the story on other channels or in other ways.
Promote your content on social, send out a press release or create a paid campaign around it – or do all three! Owned media alone won’t help you reach new audiences or influencers. You need to include paid, earned and shared media too.
Each piece of the PESO model is important and works in tandem with the others; you cannot rely purely on one area. When you integrate all four types of media, you will find success.