Beyond PR

Sep 05, 2012

Amplifying ROI … Return on Influence! #cmworld

Mark’s new book, “Return on Influence.”

What do you, me, Derek Jeter and Eva Longoria have in common? (Hint: The answer isn’t “nothing”.) We’re all – or have the potential to be – influencers.

“This is the era of citizen influencers,” declared Mark Schaefer during today’s Content Marketing World session. As a marketer, this wasn’t news to me, but it struck me. ANYONE has the opportunity to influence. What a powerful statement! And what and immense opportunity for the content marketer inside each of us.

Among many of the non-traditional influencer examples provided were:

> A Mommy Blogger commissioned to Bolivia to help raise awareness for an orphanage — resulting in 150 children being sponsored as a result

> A shy government employee in California who tweets 2oo times each day and has been sought after by notable brands such as Audi

As content marketers, how can we learn from these real-world examples to increase our level of influence, and thereby increase ROI (return on influence)? An educator at heart, Mark provides a valuable framework for amplifying influence:

1. Meaningful Content: “Content that moves is power on the Internet,” he notes.

2. Relevant Audience: You have to ignite your content to build power and influence. Relevancy is what will spark that flame.

3. Consistent Engagement: (Does the term agile engagement come to mind?) Keep the conversation flowing through content that follows Mark’s RITE principle: Relevant, Interesting, Timely, Entertaining.

Building your influence likely will not happen overnight, but by following the above guiding framework, all of us can ignite a flame to shine ever brighter.

Author Christina Griffo is a marketing manager for PR Newswire.

At PR Newswire, content marketing is powered by an agile communications approach – built on effectively listening to online conversations, targeting of active influencers, creating content based on the insights gleaned and syndicating content that is relevant, compelling and trustworthy on an ongoing basis to drive visibility and deliver results.

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