The Future of Influencer Marketing

A Digital Marketing
Puzzle
Question:
If 65 percent of marketers say that targeting
precision is the top attribute of a content
marketing campaign 20 …
and if 47 percent of marketers aren’t satisfied
with their ability to distribute content to the
right audiences 17 …
Then why do 87 percent of marketers
continue to take the path of least resistance
and use the company website as the number
one method of distribution for content
marketing programs 17 ?
Answer:
Old habits die hard.
When content
distribution works …
and when it doesn’t
You can tell when content distribution isn’t
driving content creation.
The proof will be in the engagement, or
lack thereof. If you don’t understand your
distribution channels, you may wind up
wasting your effort and budget, creating
content your audience doesn’t want and
won’t engage with.
On the other hand, when distribution is
driving content creation, you’ll reach your
audience—and their audiences and networks
as well.
In fact, sharing content through influencers in
your industry can triple conversions, in some
cases increasing conversions by a factor of
10 21 .
It’s the magic of amplification.
20 http://www.itbusinessnet.com/articles/viewarticle.jsp?id=3415100
17 http://www.tapinfluence.com/customers/black-box-wines-success-story/
21 http://branderati.com/the-age-of-advocacy-and-influence-26-statsmarketers-should-know/
23
Prediction 4