Building a Multi-Layered Content Creator Strategy
We used to talk about “influencer marketing” in a catch-all kind of way, but today our understanding of the various layers, strategies, and outcomes of working with different types of content creators is far more nuanced. All brands are looking to make the most of their creator relationships. With more than 200 million people now identifying as creators (Linktree Creator Report), however, it’s important to understand that there are vastly different types of creator-based marketing approaches that all come with their own advantages depending on the marketing goal. Armed with this knowledge brands can then build a better picture of how these fit together to form a multi-layered content creator strategy. So what are the key creator-based approaches for brands to know in 2023?
Influencer Marketing: Spreading the Word to Their Community
When the end game is maximum reach this type of marketing leverages the influence of social media personalities, bloggers, and content creators to promote your products or services to their audience. By partnering with influencers, you can reach a large, targeted audience that aligns with your target demographic. However, it's important to weigh up an influencer’s community size against their brand relevancy and a natural fit for the product, because without balance this approach can backfire. A recent study published by academics at Harvard Business School found that influencer marketing is more successful when the content fits with the influencer’s expertise and aligns more organically with the types of content and conversations that they usually share – and that when the opposite is true this can chip away at the influencer’s authenticity and follower count, not to mention the brand’s reputation (Harvard Business Review). As a brand, it's therefore important to work with influencers who share your values and are genuinely enthusiastic about your products or services.
UGC Creators: Closer to Word of Mouth Since It’s Shared With Fewer People
When the goal is to increase your audience’s receptiveness to content about your brand and products this type of marketing involves working with individual creators to produce various types of content rather than the brand producing the content itself. UGC creators do not necessarily have to be customers but are rather individuals who identify themselves as creators who make content. UGC content is often more authentic and relatable than content created by the brand itself or even by influencers who are perceived as “sponsored”, making it a valuable tool for engaging with your existing customers and building brand loyalty.
Word-of-Mouth Content: The Best Kind of Brand Love
This is the most authentic and powerful form of content marketing, as it carries a level of trust and authenticity that cannot be replicated through traditional advertising. By partnering with content creators who share your brand values and are genuinely enthusiastic about your products or services, you can create content that feels like it was created by a friend rather than a brand.
The next step after understanding the different types of creator-based marketing is building a multi-layered content creator strategy. Here are five steps to get started:
Diversify your creator partnerships: Consider working with creators who have different types of audiences, such as micro-influencers, niche content creators, and macro-influencers, or within the 3 different creator groups, influencers, UGC creators, and word-of-mouth content. By diversifying your partnerships, you can reach a wider audience and build a more comprehensive content creator strategy.
Develop a clear and concise brief: Ensure that you have a clear and concise brief that outlines your campaign objectives, key messages, and creative guidelines. This will help ensure that your content creators are aligned with your brand values and are able to create content that resonates with your target audience.
Provide creators with access to products or services: Give creators the chance to test and review. This will help them create more authentic content that reflects their personal experience with your brand or products.
Monitor social media channels: Engage with users who create and share content related to your brand or products. This will help you build a community of brand advocates and micro-influencers who can help promote your products or services.
Amplify your content: Consider increasing the reach of your content by featuring it on your own channels or by collaborating with your creators to create more content. This will help you reach a wider audience and build brand awareness.
In conclusion, building a multi-layered content creator strategy can help you expand your reach and engage with your target audience. By leveraging the power of influencer marketing, user-generated content, and word-of-mouth content, you can create authentic and engaging content that resonates with your audience and drives results. Remember to diversify your partnerships, provide clear briefs, and monitor social media channels to build a successful content creator strategy.