With the quick rise in demand for Influencer Marketing, there is a need for tools and platforms to aid brands identify the right influencers and engage them. Many platforms have cropped up that either aid you to identify the influencers yourself via a DIY tool or connect you to the right influencers for your brand based on your requirements. Some of them are free while others are either freemium or paid platforms. Let us take a look at the top platforms to discover Influencers for your brand and help you connect and engage them in your marketing campaigns.
Klout is one of the most well-known tools in the Influencer Discovery and Engagement space. Launched way back in 2008, it analyzes the social network presence of an individual to arrive at Klout score. Last year, the tool was updated to serve as a content curation and content discovery platform for users.
BuzzSumo is a paid tool that offers content marketing plus influencer identification on a single dashboard. Quite useful for content marketing by brands, it allows you insights into what type of content works best in your industry / target audience. There are multiple subscription plans available based on requirements of your brand, with the basic plan starting at $79 per month.
Kred is a paid tool for influencer measurement that helps you to identify and engage with influencers based on its Kred Scores. The metrics behind the Kred Scores is more complex in comparison to Klout. The platform provides two types of score- the main Kred Influence Score and the Kred Outreach Score.
A simple tool from the house of Moz, FollowerWonk is a search engine & analytics tool that focuses exclusively on Twitter for Influencer discovery and tracking. Rich engagement metrics and competitor influencers following are some great insights provided by the tool.
Keyhole is a freemium Hashtag tracking tool to discover content & influencers associated with an event or campaign on social media. It can pull-out influencer profiles, conversations and top trending content using a particular hashtag.
Influencer.in is one of the leading influencer marketing platforms with more than 25,000 influencers listed on the platform. The platform offers brand influencers across a wide range of categories such as lifestyle, fashion, sports, travel, healthcare, technology, etc. They also have an excellent Influencer 101 guide.
Topsy is an interesting tool that allows you to track the influencers who are sharing a specific piece of content – it can be your competitors article, link or a tweet. It allows you to pull out all users who share a content relevant to your industry and automatically filter the most influential sharers. It supports upto 10 different languages that includes English, French, German and Spanish.
Good content can go a long way in effectively building brand recall and trust with a brand’s target audience. This has made content marketing a key ingredient in every business’ digital marketing strategy.
With all marketers the world over dishing out content to reach, inform, engage, educate and connect to their target audience to build their brand, the amount of content produced on a daily basis has grown exponentially. Sure, the internet population has grown as well, but content creation and publishing is growing at a rate much faster than the growth in internet connectivity. In fact, as per a recent AOL and Nielsen report, over 27,000,000 pieces of content are shared every day! Even if we assume that only 1% of this content is great content, that’s a really huge number of great content pieces being published every day! In such a scenario, it is critical to ensure that content cuts through the clutter and reaches the audience it has been created for.
Simply ideating, creating and publishing content does not work anymore and content distribution requires as much, if not more, effort as content creation. A word of caution here though – content amplification works best for content that has been ideated and created keeping in mind the interests and needs of the target audience. So, here are content amplification strategies you can use to effectively promote your content:
Respond to questions on Quora
Quora is recognised as the most comprehensive and trusted online forum. You can ask and answer questions relating to any subject matter. Since forums provide an open source for your Target Audience to discuss a topic, you can add value by responding to their queries using your existing write-up, if relevant. You can also link back to your blog or website, which effectively renders your work as a credible source.
Tweet various snippets from your content
Have interesting stats or facts that are share-worthy as individual pieces of content? Share those snippets on Twitter. The microblogging giant is one of the most active social media platforms today, so anything interesting that fits within 140 characters is bound to be retweeted. You can even take screenshots of other elements like pictures, infographics and quotes and use a shortened URL of your website for promotion.
Get featured in industry roundups
Roundups are collections of the best or most happening events in a particular industry. If your content is information based, you have a high chance of featuring in a roundup. Begin by searching for relevant roundups on Google (limit your search to the past month), then pitch your content to the roundup curators. If luck is on your side, the curators will feature your content in their collection. Roundups are searched extensively by business professionals, so your content will reach a niche audience, which works brilliantly for amplification purposes.
Contact people who have shared similar content
While researching for your content, you will surely come across existing articles that have written on the topic similar to yours. Content from reputed sources should already be generating traffic through social media shares. Your best bet is to copy the URL of the article and search for it on sites like Twitter and Facebook. You will be able to spot people who have shared the content, so contact these people through a direct message, requesting them to share what you have done as well.
Link to relevant sites/Mention entities when sharing
While researching, you may also come across interesting pieces of information that were quoted by credible sources. It is advisable to link to these sources while writing your article. When you publish your content and promote it on social media, use Twitter mentions or Facebook hashtags to prompt those sources that you’ve used their information. Doing so will increase the chance of your article being viewed by multiple individuals through the mentions.
Use Sniply to leverage the reach of content from more reputed sources
Sniply is a very simple yet effective tool that lets you create a one-liner message about your article and display it along with a button prompt. You can use Sniply to overlay your custom message onto any other piece of relevant content. The tool lets you drive conversions from one piece of shared content to another. Let's assume you've found content that shares information about a topic similar to yours; you can use the Sniply tool to add your link to the topic, prompting the reader to delve deeper and gain more knowledge on the subject matter.
Post on relevant LinkedIn groups
LinkedIn is nothing but the Facebook variant for all things professional. If you' content has information that can help professionals, LinkedIn is the best platform for promotional purposes. Much like Facebook communities, LinkedIn has an option where you can create groups. Find such groups that could make the most out of your content and share it on their pages.
Contact people who have linked to similar content
There is competition everywhere nowadays; you are sure to find a whole lot of articles similar to yours. Some of these articles would have gained immense social share yet may lack certain pieces of information that your article has. You can take advantage of this by pasting the URL of the similar articles on Ahrefs or Open Site Explorers. You will get a list of pages or sites that have used those articles as links. Reach out to those sites and ask them to link your fresher and better content.
Turn content into a ppt/pdf and upload to SlideShare
SlideShare is the perfect place to promote presentations to get the visibility you need. Once you upload your content on Slideshare, you can also share the link on LinkedIn as well. LinkedIn, as we all know, is fast becoming the go-to spot for business professionals when it comes to reading about industry related news and topics.
Leverage the reach of Influencers
Reaching out to influencers at scale is a good idea to amplify your content. Getting your content featured by some key influencers or getting them to share your content can amplify your reach drastically. Pick influencers that are relevant to your domain and engage with them. Contact more than one influencer and engage with them regularly for better reach.
The content mentioned above include promotion strategies that are used to their fullest potential by some of the best content marketers on the planet. Of course, some of these strategies may die out while others will evolve, so to stay ahead of the curve, you'll need to keep your eyes peeled and ears tuned.
If there are any content distribution channels which you have tried that could be added to the list, do let us know in the comments below.