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How to Identify & Work With the Best Brand Influencers for Your Business



How to Identify & Work With the Best Brand Influencers for Your Business

I commented on a friend‘s vacation post, scrolled past a Comforter advertisement, and double-tapped an influencer’s skincare post this morning.
That‘s the thing about brand influencer marketing — you follow them for a reason, so you don’t mind interacting with their sponsored content.

I follow this influencer because she‘s an editor of a major magazine that I enjoy reading, and her content interests me. Since I trust her opinion, I’ll check out any skincare brands she endorses.

Even though influencer marketing is a well-known marketing channel by now, it’s always important to reiterate that your customers trust the opinions of others — and that majorly impacts buying decisions.

Nearly 90% of all marketers find ROI from influencer marketing comparable to, or better than, other marketing channels.

Now that we understand the potential benefits of leveraging influencers, let’s consider strategies for identifying the most suitable ones for your industry.

Download Our Guide to Influencer Marketing Essentials

What is an influencer?

An influencer is someone who‘s amassed a substantial social media audience and can sway their followers’ actions. So odds are you’ve seen them on many social media platforms, including Instagram, YouTube, TikTok, and Twitter.

Businesses can benefit from influencers by increasing brand awareness, reaching new audiences, and converting customers.

Collaborating with an influencer enables a business to use its credibility and influence its followers, resulting in higher sales and stronger customer loyalty.

Influencers can also create genuine content that resonates with their followers, helping businesses connect with their desired audience.

In 2022, 57% of marketers surveyed by HubSpot said their company worked with creators or influencers. Over one in four marketers currently leverage influencer marketing.

And 33% of Gen Zers have bought a product based on an influencer’s recommendation in the past three months.

However, it’s vital to note that not all influencers and collaborations are equally advantageous. Choosing influencers based on their demographics, values, and content quality is essential so they align with your brand.

Ensure the partnership achieves the desired results by setting clear goals and expectations and tracking the campaign’s performance.89% of marketers who already use influencer marketing plan to keep up or increase their investment in 2023.

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The Benefits of Working With Brand Influencers

Do you want to work with brand influencers, or are you still on the fence? Brand influencer marketing is a recent development in online business, so you might not have much faith in its efficacy yet.

But that doesn’t mean brand influencer marketing isn’t practical. It’s one of the best ways to market your brand these days. If you aren’t convinced, here are a few benefits you can expect when working with a brand influencer.

Increased Brand Awareness

You could be the best in the world at what you do, but that doesn’t matter if nobody is aware. So how can you get more eyes on your brand, aside from the classic methods?

Brand influencer partnerships. Influencers are more prevalent than ever, and that can be to your advantage. Get more eyes on your business by tapping into a brand influencer’s audience.

Audience Growth

Successful influencers have large audiences — audiences they know well. After all, an influencer is nothing without an audience. Why not benefit from that connection?

A brand new audience can be intimidating but think of brand influencers as ambassadors. They lend their credibility to your business, meaning more loyal customers that you don’t have to work as hard to win over.

Increased Traffic

Could you use more leads? Of course, you could! A bigger audience is excellent, but it doesn’t necessarily mean more business for you. Once again, this is where brand influencer partnerships come into play.

For example, imagine an influencer mentioning and linking your product on their blog. Chances are, people will click through. And from there, there’s a better chance visitors will buy that product or check out the rest of your website.

More Sales

All actions in business lead to sales — at least, they should. Unfortunately, the truth is that nothing guarantees sales. The best you can do is increase your chances; influencers give you great odds.

Think about it: Most people buy things based on recommendations from individuals they trust — friends, celebrities, and of course, influencers.

So partnering with a brand influencer could help recommend your offer to a new audience, upping the number of people who become your customers.

How to Find Brand Influencers for Your Industry

How can you determine the right “fit” with a brand influencer? Business/influencer fit will become extremely important for your future collaborations, so be sure to nail down the following criteria:

1. Figure out your target audience.

A target audience varies by demographic, geographic, and behavioral factors, to name a few. Common ways to segment an audience are age, gender, location, behavior, lifestyle, values, and interests.

As you narrow your audience, you’ll dive into the marketing strategies and content that resonate most with them.

Determining your target audience will ensure that your audience is similar to your influencers. Otherwise, your content will fall flat and won’t inspire users to take action.

A great example of business/influencer fit is how many sportswear brands, like Nike and Puma, partner with famous athletes to create products and content.

If you’re a fan of Lebron James, you probably already know Nike sponsors him — and that partnership goes a long way for Nike’s business.

2. Research influencers.

There’s no doubt that social media is the best place to research your influencers — but let’s break it down into more concrete steps.

The easiest way to find the right brand influencers is to see if any are already discussing your business.

Social monitoring or searching for your brand on social media sites are great ways to get started, and listening tools can help you find influencers already interested in your industry.

Another tip for researching influencers is to search for relevant hashtags.

If you’re a health and wellness brand looking for an influencer, searching for “#health, #wellness, #sponsored, #ad” on Instagram will bring you to influencers who have already posted industry-relevant content.

If you see a post that catches your eye, check out the rest of the influencer’s engagement on other posts.

Remember that influencers can have smaller, devoted followings — so don‘t turn away from someone just because they have fewer followers than you initially had in mind.

Additionally, there’s a down arrow next book out for influencers who are alretitor’s brands.

If you see an influencer‘s post on Instagram that may resonate with your brand, try looking for similar profiles. Next to the “Follow” button on Instagram, there’s a down arrow.

You’ll see a list of suggested users by clicking the down arrow. Scroll through those and see if anyone is willing to take you on.

3. Determine relevance.

Take a look at your content. What is your brand‘s aesthetic, and what tone do you use in your copy? What are the underlying messages you’re trying to communicate?

It‘s essential to see how aligned your influencer’s content is with your own. Their social presence shouldn’t be filled with posts like yours, but their messaging should be similar since you’re targeting a specific audience.

Engagement is also an indicator of relevance for your brand. If the influencer‘s audience isn’t engaged with their content, partnering with your brand won‘t make a difference.

Determining whether the influencer’s followers are commenting and sharing their content or just liking it is essential.

Additionally, do similar users return to comment and like content time and time again? This implies that the influencer’s audience enjoys engaging with the influencer and likes the content she promotes.

Connecting with Influencers

Now that you‘ve done your initial research and hopefully conducted a list of possible influencers for your brand to work with, it’s time to connect.

You want to reach out to influencers without seeming spammy or too transactional. Relationships are key, after all.

And if you have a terrible relationship with your brand influencer, odds are they won’t continue to post on your behalf.

1. Reach out…strategically.

There are better strategies than cold emailing or direct messaging an influencer for relationship building. If you want to work with an influencer, try courting them first.

I mean that you should subscribe to their blog, follow all their social channels, and comment on their posts. Influencers work hard on their content, just like your business does.

If you want an influencer to take notice of your business, you have to be interested in what they’re doing. Beginning a partnership by interacting on the channels you hope to work together on will demonstrate your interest.

Influencers work hard on their content, just like your business does. If you want an influencer to take notice of your business, you have to be interested in what they’re doing.

Beginning a partnership by interacting on the channels you hope to work together on will demonstrate your interest.

Some influencers have a presence on multiple social media platforms. It‘s your job to know how they want to be contacted for business partnerships. If they have a business email in their Instagram bio, that’s likely the best choice.

Alternatively, maybe they have an inquiries section on their blog. Whatever the case is, make sure to send a personal message that doesn‘t feel like it’s been generated by a template.

2. Make a human connection.

Sending messages into the digital universe is scary because you don‘t know when or if you’ll ever hear back. Making a connection in the real world is much more actionable and gives a face to your business.

This doesn‘t mean you should go out and stalk your list of influencers until you meet in person. If you’re serious about connecting, try attending or hosting an influencer event.

Bringing influencers to you will make connecting with them much more accessible and allow them to interact with your brand before agreeing to work with you.

Many marketers are learning to market themselves as well as their businesses. Hopefully, you’ve also been growing your network — so you may already have connections to your influencers.

If you have someone at the top of your list, see if they‘re following someone you know. Maybe they’ve worked with a similar brand, and you know someone on that team.

The world is smaller than we think, and you might be sitting on a goldmine of potential relationships.

3. Manage your outreach efforts.

Like any other marketing strategy, influencer outreach should be organized and well-documented. The last thing you want is to accidentally reach out to the same influencer on four platforms with the same message. Yikes.

After reaching out, give an influencer some time before a follow-up. Like in a sales pitch, you don‘t want to be overbearing or clingy. Respect the influencer’s time — if they want to work with you, they’ll respond to your outreach.

You should also be documenting what outreach strategies work for you. Maybe after a first email, you’ve succeeded in hopping on a call with potential influencers.

Knowing what works for you will help you further develop your outreach strategy and enable you to be more creative.

Best Practices for Working With Brand Influencers

A new form of marketing, like influencer partnerships, can seem discouraging. You might not know the best way to do it if you haven’t worked with many influencers yet. In that case, review some of these most promising practices.

Here, you can get a sounder idea of what to anticipate when you pursue your next brand influencer partnership.

Be Goal-Oriented

Before anything, make sure your business is in order. A brand influencer partnership is doomed to fail if either party isn’t pulling their weight, so ensure you’re on the same page.

Most importantly, establish and communicate your goals. Do you want more sales? More email subscriptions? Instagram followers? Get as explicit as possible and let influencers know when you reach out.

Focus on Relevance

Bigger isn’t always better when it comes to brand influencers. The assumption that more followers translate to greater brand exposure may not always hold.

Instead of popularity, you should prioritize relevance in your search for a brand influencer. This ensures a better match between your brand and the brand influencer.

This overlap makes you more likely to secure a partnership with a receptive audience.


Let’s think of brand influencer partnerships as investments for a minute. They won’t always return what you invest, so risks are always involved. What steps should you take under those circumstances? Diversify.

Or, at least, don’t go all-in on one influencer partnership. The other extreme is collaborating with many influencers to increase your chances of a winning coalition.

You can see what’s best for your brand, but a middle-of-the-road approach works best for most.

Trust Them

No one likes being told what to do. Influencers are no different, so don’t forget that when you collaborate. After all, if you had their influence, you wouldn’t need to partner with influencers.

That doesn’t mean they should have free reign, however.

Make sure you’re on the same page regarding standards like deadlines. Other than that, do your research before you partner with any influencers. It takes both parties to form a successful partnership, so mutual trust goes a long way.

How to Become a Brand Influencer

You have learned about partnering with influencers, but what if you aspire to become one? There isn’t necessarily a prescribed method, but here are a few advised steps to consider.

1. Get in your niche.

What sparks your interest or ignites your passion? Becoming an influencer in any industry is possible, but choosing the sector where you possess a strong understanding and proficiency is essential.

2. Get to know your audience.

There are various methods to initiate the process, but an initial step could be to analyze your social media metrics. This should give you an idea of your demographics and who’s consuming your content.

3. Post content.

You can post on the fly or develop a content strategy. We recommend a content strategy, but that might not be necessary as you start. Ensure you release relevant content consistently, even if you don’t stick to a schedule.

4. Stay consistent.

The previous three steps are the fundamentals of becoming a brand influencer, but they’re also just the start. Keep up the hard work, and be consistent. An online reputation is hard to build and easy to destroy.

Reach New Audiences With a Brand Influencer

Brand influencers can help you build and expand a devoted following, increase your word-of-mouth marketing efforts, increase sales, leads, and conversions, and create more human relationships with your potential customers.

The right influencers are inherently interested in your brand, believe in your mission, and can communicate about your business eloquently.

Focusing on long-term relationships with your influencers will continue building their knowledge of your company and bring the best results.

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How Does Success of Your Business Depend on Choosing Type of Native Advertising?



How Does Success of Your Business Depend on Choosing Type of Native Advertising?

The very first commercial advertisement was shown on TV in 1941. It was only 10 seconds long and had an audience of 4,000 people. However, it became a strong trigger for rapid advertising development. The second half of the 20th century is known as the golden age of advertising until the Internet came to the forefront and entirely transformed the advertising landscape. The first commercial banner appeared in the mid-90s, then it was followed by pop-ups, pay-by-placement and paid-pay-click ads. Companies also started advertising their brands and adding their business logo designs, which contributes to consumer trust and trustworthiness.

The rise of social media in the mid-2000s opened a new dimension for advertising content to be integrated. The marketers were forced to make the ads less intrusive and more organic to attract younger users. This is how native advertising was born. This approach remains a perfect medium for goods and services promotion. Let’s see why and how native ads can become a win-win strategy for your business.

What is native advertising?

When it comes to digital marketing, every marketer talks about native advertising. What is the difference between traditional and native ones? You will not miss basic ads as they are typically promotional and gimmicky, while native advertising naturally blends into the content. The primary purpose of native ads is to create content that resonates with audience expectations and encourages users to perceive it seamlessly and harmoniously.

Simply put, native advertising is a paid media ad that organically aligns with the visual and operational features of the media format in which it appears. The concept is quite straightforward: while people just look through banner ads, they genuinely engage with native ads and read them. You may find a lot of native ads on Facebook, Twitter and Instagram – they appear in the form of “in-feed” posts that engage users in search for more stories, opinions, goods and services. This unobtrusive approach turns native ads into a powerful booster for any brand.

How does native advertising benefit your business?

An average Internet user comes across around 10,000 ads a day. But even physically, it is impossible to perceive this amount of information in 24 hours. So, most of them use adblockers, nullifying all efforts of markers. Native ads successfully overcome this digital challenge thanks to their authenticity. And this is not the only advantage of native advertising. How else does your business benefit? Here are just a few major benefits that prove the value of native ads:

Better brand awareness. Native ads contribute to the brand’s visibility. They seamlessly blend into educational, emotional, and visual types of content that can easily become viral. While promotional content typically receives limited shares, users readily share valuable or entertaining content. Consequently, while you incur expenses only for the display of native ads, your audience may go the extra mile by sharing your content and organically promoting your brand or SaaS product at no additional cost.

Increased click-through rates. Native ads can generate a thrilling click-through rate (CTR) primarily because they are meticulously content-adaptable. Thus, native ads become an integral part of the user’s journey without disrupting their browsing experience. Regardless of whether your native advertising campaign is designed to build an audience or drive specific actions, compelling content will always entice users to click through.

Cost-efficient campaign performance. Native advertising proves to be cheaper compared to a traditional ad format. It mainly stems from a higher CTR. Thanks to precise targeting and less customer resistance, native ads allow to bring down cost-per-click.

Native ads are continuously evolving, enabling marketers to experiment with different formats and use them for successful multi-channel campaigns and global reach.

Types of native advertising

Any content can become native advertising as there are no strict format restrictions. For example, it can be an article rating the best fitness applications, an equipment review, or a post by an influencer on a microblog. The same refers to the channels – native ads can be placed on regular websites and social media feeds. Still, some forms tend to be most frequently used.

  • In-feed ads. This type of ad appears within the content feed. You have definitely seen such posts on Facebook and Instagram or such videos on TikTok. They look like regular content but are tagged with an advertising label. The user sees these native ads when scrolling the feed on social media platforms.
  • Paid search ads. These are native ads that are displayed on the top and bottom of the search engine results page. They always match user’s queries and aim to capture their attention at the moment of a particular search and generate leads and conversions. This type of ad is effective for big search platforms with substantial traffic.
  • Recommendation widgets. These come in the form of either texts or images and can be found at the end of the page or on a website’s sidebar. Widgets offer related or intriguing content from either the same publisher or similar sources. This type of native ads is great for retargeting campaigns.
  • Sponsored content. This is one of the most popular types of native advertising. Within this format, an advertiser sponsors the creation of an article or content that aligns with the interests and values of the platform’s audience. They can be marked as “sponsored” or “recommended” to help users differentiate them from organic content.
  • Influencer Advertising. In this case, advertisers partner with popular bloggers or celebrities to gain the attention and trust of the audience. Influencers integrate a product, service, or event into their content or create custom content that matches their style and topic.

Each of these formats can bring stunning results if your native ads are relevant and provide value to users. Use a creative automation platform like Creatopy to design effective ads for your business.

How to create a workable native ad?

Consider these 5 steps for creating a successful native advertising campaign:

  • Define your target audienceUsers will always ignore all ads that are not relevant to them. Unwanted ads are frustrating and can even harm your brand. If you run a store for pets, make sure your ads show content that will be interesting for pet owners. Otherwise, the whole campaign will be undermined. Regular market research and data analysis will help you refine your audience and its demographics.
  • Set your goals. Each advertising campaign should have a clear-cut objective. Without well-defined goals, it is a waste of money. It is a must to know what you want to achieve – introduce your brand, boost sales or increase your audience.
  • Select the proper channels. Now, you need to determine how you will reach out to your customers. Consider displaying ads on social media platforms, targeting search engine result pages (SERPs), distributing paid articles, or utilizing in-ad units on different websites. You may even be able to get creative and use email or SMS in a less salesy and more “native”-feeling way—you can find samples of texts online to help give you ideas. Exploring demand side platforms (DSP) can also bring good results.
  • Offer compelling content. Do not underestimate the quality of the content for your native ads. Besides being expertly written, it must ideally match the style and language of the chosen channel,whether you’re promoting professional headshots, pet products, or anything else. The main distinctive feature of native advertising is that it should fit naturally within the natural content.
  • Track your campaign. After the launch of native ads, it is crucial to monitor the progress, evaluating the costs spent and results. Use tools that help you gain insights beyond standard KPIs like CTR and CPC. You should get engagement metrics, customer data, campaign data, and third-party activity data for further campaign management.

Key takeaway

Summing up the above, it is time to embrace native advertising if you haven’t done it yet. Native ads seamlessly blend with organic content across various platforms, yielding superior engagement and conversion rates compared to traditional display ads. Marketers are allocating higher budgets to native ads because this format proves to be more and more effective – content that adds value can successfully deal with ad fatigue. Native advertising is experiencing a surge in popularity, and it is to reach its peak. So, do not miss a chance to grow your business with the power of native ads.or you can do digital marketing course from Digital Vidya.

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OpenAI’s Drama Should Teach Marketers These 2 Lessons



OpenAI’s Drama Should Teach Marketers These 2 Lessons

A week or so ago, the extraordinary drama happening at OpenAI filled news feeds.

No need to get into all the saga’s details, as every publication seems to have covered it. We’re just waiting for someone to put together a video montage scored to the Game of Thrones music.

But as Sam Altman takes back the reigns of the company he helped to found, the existing board begins to disintegrate before your very eyes, and everyone agrees something spooked everybody, a question arises: Should you care?

Does OpenAI’s drama have any demonstrable implications for marketers integrating generative AI into their marketing strategies?

Watch CMI’s chief strategy advisor Robert Rose explain (and give a shoutout to Sutton’s pants rage on The Real Housewives of Beverly Hills), or keep reading his thoughts:

For those who spent last week figuring out what to put on your holiday table and missed every AI headline, here’s a brief version of what happened. OpenAI – the huge startup and creator of ChatGPT – went through dramatic events. Its board fired the mercurial CEO Sam Altman. Then, the 38-year-old entrepreneur accepted a job at Microsoft but returned to OpenAI a day later.

We won’t give a hot take on what it means for the startup world, board governance, or the tension between AI safety and Silicon Valley capitalism. Rather, we see some interesting things for marketers to put into perspective about how AI should fit into your overall content and marketing plans in the new year.

Robert highlights two takeaways from the OpenAI debacle – a drama that has yet to reach its final chapter: 1. The right structure and governance matters, and 2. Big platforms don’t become antifragile just because they’re big.

Let’s have Robert explain.

The right structure and governance matters

OpenAI’s structure may be key to the drama. OpenAI has a bizarre corporate governance framework. The board of directors controls a nonprofit called OpenAI. That nonprofit created a capped for-profit subsidiary – OpenAI GP LLC. The majority owner of that for-profit is OpenAI Global LLC, another for-profit company. The nonprofit works for the benefit of the world with a for-profit arm.

That seems like an earnest approach, given AI tech’s big and disruptive power. But it provides so many weird governance issues, including that the nonprofit board, which controls everything, has no duty to maximize profit. What could go wrong?

That’s why marketers should know more about the organizations behind the generative AI tools they use or are considering.

First, know your providers of generative AI software and services are all exploring the topics of governance and safety. Microsoft, Google, Anthropic, and others won’t have their internal debates erupt in public fireworks. Still, governance and management of safety over profits remains a big topic for them. You should be aware of how they approach those topics as you license solutions from them.

Second, recognize the productive use of generative AI is a content strategy and governance challenge, not a technology challenge. If you don’t solve the governance and cross-functional uses of the generative AI platforms you buy, you will run into big problems with its cross-functional, cross-siloed use. 

Big platforms do not become antifragile just because they’re big

Nicholas Taleb wrote a wonderful book, Antifragile: Things That Gain From Disorder. It explores how an antifragile structure doesn’t just withstand a shock; it actually improves because of a disruption or shock. It doesn’t just survive a big disruptive event; it gets stronger because of it.

It’s hard to imagine a company the size and scale of OpenAI could self-correct or even disappear tomorrow. But it can and does happen. And unfortunately, too many businesses build their strategies on that rented land.

In OpenAI’s recent case, the for-profit software won the day. But make no bones about that victory; the event wasn’t good for the company. If it bounces back, it won’t be stronger because of the debacle.

With that win on the for-profit side, hundreds, if not thousands, of generative AI startups breathed an audible sigh of relief. But a few moments later, they screamed “pivot” (in their best imitation of Ross from Friends instructing Chandler and Rachel to move a couch.)

They now realize the fragility of their software because it relies on OpenAI’s existence or willingness to provide the software. Imagine what could have happened if the OpenAI board had won their fight and, in the name of safety, simply killed any paid access to the API or the ability to build business models on top of it.

The last two weeks have done nothing to clear the already muddy waters encountered by companies and their plans to integrate generative AI solutions. Going forward, though, think about the issues when acquiring new generative AI software. Ask about how the vendor’s infrastructure is housed and identify the risks involved. And, if OpenAI expands its enterprise capabilities, consider the implications. What extra features will the off-the-shelf solutions provide? Do you need them? Will OpenAI become the Microsoft Office of your AI infrastructure?

Why you should care

With the voluminous media coverage of Open AI’s drama, you likely will see pushback on generative AI. In my social feeds, many marketers say they’re tired of the corporate soap opera that is irrelevant to their work.

They are half right. What Sam said and how Ilya responded, heart emojis, and how much the Twitch guy got for three days of work are fodder for the Netflix series sure to emerge. (Robert’s money is on Michael Cera starring.)

They’re wrong about its relevance to marketing. They must be experiencing attentional bias – paying more attention to some elements of the big event and ignoring others. OpenAI’s struggle is entertaining, no doubt. You’re glued to the drama. But understanding what happened with the events directly relates to your ability to manage similar ones successfully. That’s the part you need to get right.

Want more content marketing tips, insights, and examples? Subscribe to workday or weekly emails from CMI.


Cover image by Joseph Kalinowski/Content Marketing Institute

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The Complete Guide to Becoming an Authentic Thought Leader



The Complete Guide to Becoming an Authentic Thought Leader

Introduce your processes: If you’ve streamlined a particular process, share it. It could be the solution someone else is looking for.

Jump on trends and news: If there’s a hot topic or emerging trend, offer your unique perspective.

Share industry insights: Attended a webinar or podcast that offered valuable insights. Summarize the key takeaways and how they can be applied.

Share your successes: Write about strategies that have worked exceptionally well for you. Your audience will appreciate the proven advice. For example, I shared the process I used to help a former client rank for a keyword with over 2.2 million monthly searches.

Question outdated strategies: If you see a strategy that’s losing steam, suggest alternatives based on your experience and data.

5. Establish communication channels (How)

Once you know who your audience is and what they want to hear, the next step is figuring out how to reach them. Here’s how:

Choose the right platforms: You don’t need to have a presence on every social media platform. Pick two platforms where your audience hangs out and create content for that platform. For example, I’m active on LinkedIn and X because my target audience (SEOs, B2B SaaS, and marketers) is active on these platforms.

Repurpose content: Don’t limit yourself to just one type of content. Consider repurposing your content on Quora, Reddit, or even in webinars and podcasts. This increases your reach and reinforces your message.

Follow Your audience: Go where your audience goes. If they’re active on X, that’s where you should be posting. If they frequent industry webinars, consider becoming a guest on these webinars.

Daily vs. In-depth content: Balance is key. Use social media for daily tips and insights, and reserve your blog for more comprehensive guides and articles.

Network with influencers: Your audience is likely following other experts in the field. Engaging with these influencers puts your content in front of a like-minded audience. I try to spend 30 minutes to an hour daily engaging with content on X and LinkedIn. This is the best way to build a relationship so you’re not a complete stranger when you DM privately.

6. Think of thought leadership as part of your content marketing efforts

As with other content efforts, thought leadership doesn’t exist in a vacuum. It thrives when woven into a cohesive content marketing strategy. By aligning individual authority with your brand, you amplify the credibility of both.

Think of it as top-of-the-funnel content to:

  • Build awareness about your brand

  • Highlight the problems you solve

  • Demonstrate expertise by platforming experts within the company who deliver solutions

Consider the user journey. An individual enters at the top through a social media post, podcast, or blog post. Intrigued, they want to learn more about you and either search your name on Google or social media. If they like what they see, they might visit your website, and if the information fits their needs, they move from passive readers to active prospects in your sales pipeline.

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