Crafting Compelling Content for Influencer Collaboration: Strategies & Best Practices
You have your stellar strategy for your influencer marketing campaign, now let’s talk about influencer collaboration and how to maximize your content strategies. It can be tempting to go out and create as much content with as many influencers as possible, but having a high content output doesn’t make a successful campaign. One way to have compelling content is to work with your influencers collaboratively. To do this, you have to know the influencers you are working with, know their audiences, create a clear brief for the influencer, and understand the platforms they are successful on.
Influencer Collaboration: Streamlining Content Creation with Clear Briefs
Collaboration can be hard but one way to make it easier is to provide your influencers with a campaign brief. The brief should cover the campaign overview, objective, what the “ideal creator” looks like for your brand, technical requirements, do’s and don’ts, style guides, a timeline, compensation, and a clear CTA. Outlining these elements for the influencer gives a clear vision for the campaign and leaves little room for error or misinterpretation.
While a brief can seem restrictive, it actually gives the influencer freedom to be creative because they know what they can and can’t do, removing any creative hesitation. According to Dash, “63% of marketers say influencer-generated content performs better than other brand-directed content.” When influencers are given the creative reins for content creation, your campaign will reap significant benefits. This is their job and passion, so support their efforts by making your vision clear to them.
A clear brief streamlines the process as well. There is less back and forth between the brand and influencer about expectations, which saves both parties time and money. You can also ensure consistent messaging in a campaign through a brief to make sure your brand is properly represented.
Compelling Content Strategies for Authentic Influencer Marketing
The trend is authenticity. Audiences are seeing through traditional product placement on influencer accounts, so ensuring authenticity is crucial when creating scripts or briefs for your influencer. People want to engage with genuine content, so keeping in mind that you’re talking to people and not robots will help you create compelling content. Using more casual language mixed in with professional content can produce highly comprehensible results.
If there is text in your content, make sure it is digestible and interesting enough to grab your audience’s attention. One way to ensure the content is readable is to keep the text short and sweet. While long-form content is popular and enjoyed by many online, not everyone has time to sit through a long video or read an elaborate article. For influencer marketing, the key is bite-sized content.
Include interactive content in your campaign. You can encourage engagement through polls, posing questions for followers to answer through DMs/comments, or live videos. According to Linearity, 88% of marketers said interactive content effectively sets their brand apart from competitors.
Essential Tools for Crafting Compelling Influencer Content
As you collaborate with influencers, you can ensure that compelling content is being created by providing some information and tools for your team. When drafting your brief, CTA, or content script, it can be incredibly helpful to have a keyword research tool readily available. The keyword search tool will provide information about monthly volume, word difficulty, and organic clickthrough rate. With this information, you can choose which words will attract the most engagement for your campaign. Keywords help with specificity which benefits your campaign because it targets your specific audience. If you’re selling a bloat supplement and only advertise with “health supplement” as the keywords, you will attract a more generic audience. Using stronger keywords such as “a probiotic supplement to beat the bloat” will narrow your audience into those who are actively searching for a product like yours.
Reviewed by Hubspot, here are a few of the best free keyword search programs to add to your toolkit.
Other tools to look into are other SEO programs such as AI assistants, audit programs, and analytics software. Don’t forget about the skills we have readily available such as brainstorming, ensuring only quality content is produced, and repurposing content.
Conclusion: Authentic Influencer Collaboration for Compelling Content
Combining all of these tools and strategies will ensure that you have compelling content for your influencer marketing strategy. The biggest takeaway for crafting the best content with your influencer is to have your foundation based on authenticity. You can use all of the best tools and programs but if your story isn’t genuine, the content won’t be as compelling as possible. At CEG, we only create campaigns that are authentic with a mission-driven core. That’s why our campaigns are successful. To learn more, take a scroll through our other blogs and the rest of our rebranded website!
