Free Lead Gen eBook
  • Home

Category: Influencer Marketing

4 Tips for Choosing Topics for Your Content Marketing Strategy

Content Marketing Topics

Summary: Documenting your content strategy goes beyond the surface of what content you’re creating. You need to ask yourself why you’re creating it, who you’re creating it for, what channels you’ll use to support and how it will support your content marketing strategy.

Do you ever feel unsure about what content to create and share? Do you find it hard to keep a constant stream of ideas flowing? It can get difficult and exhausting when you constantly have to think about new content that your audience craves. Do not fret, we’ve all been there! There will come a time when we start running out of ideas, but it’s not the end of the world. Pause for a moment, take a step back, and re-evaluate your content marketing strategy before moving forward again.

Right Content Marketing Topics

Documenting your content strategy goes beyond the surface of what content you’re creating. You need to ask yourself why you’re creating it, who you’re creating it for, what channels you’ll use to support and how it will support your content marketing strategy. Did you know that only 42% of content marketers document their content marketing strategy?

If you’re feeling stuck, here are 4 tips for choosing the right topics for your content:

Define and understand your organizational goals

Choosing the right topics and setting the right goals for your content starts with setting a strong foundation and gaining a solid understanding of your organizational goals. Why do you have a content marketing strategy in the first place? For many B2B and B2C companies and brands, the leading organizational goals could be lead generation, increasing brand awareness, driving engagement, you name it. This is a good starting point, and depending on the goals and needs of your particular organization, various types of content marketing are available to choose from.

Use your analytics

After looking back at the organizational goals for your content marketing strategy, make use of your analytics to pinpoint what your audience likes. If you ever feel stuck choosing the right topics for your content, select your top-performing content pieces and try a new spin on an old favorite.

Analytics can help guide your decision making when it comes to your content marketing strategy. A useful tool that many businesses are exploring nowadays is a fully integrated content management system (CMS). For instance, Hubspot’s content management system allows content marketers to create and manage their content at ease, optimize their content to drive results, and track the performance of their content.

You can also access your social media insights and analytics to make informed decisions when brainstorming new content ideas. Once you’ve identified your top posts, see if there is a common topic among them. Does a particular content type (e.g. text, image, video) consistently perform better than others? You may also want to analyze the level of engagement (e.g. likes, comments) on these posts.

Ask your audience

Asking your audience is another tip to help you choose the right topics for your content. At the end of the day, your audience are the people engaging with your content, so it’s important to know what type of content they are craving want to see.

There are multiple ways you can go about this. It can be as simple as setting up a poll or posting a question on one of your social media channels. Ask your followers what type of content they want to see and leave room for open-ended replies.

You can also let your FAQs help create blog topics. Taking a look at your most frequently asked questions from your target audience can help you choose the right topics for your content marketing strategy. Even when you feel like you’re running out of ideas and content, FAQs tend to evolve with trends. As time passes, the FAQs will change, shining light on new trends, challenges, and topics you can potentially address.

The role of the customer is changing and it’s time to allow your audience to play a part in shaping your content marketing strategy.

Define a goal for each individual content piece

For each content piece you create, evaluate the topic and see how it stacks up to each of your organizational goals. This will also help you select the right key performance indicators (KPIs) to track and measure. For instance, if lead generation is your leading organizational goal, the content goal should be aimed at appealing to the customer at different stages of their buying journey. In this case, content types could include creating e-books, white papers, or case studies. If sales is also one of your top organizational goals, it’s import that the content you choose moves the sales needle. Good content that moves the sales needle doesn’t just inform, it builds trust.

Let’s say brand awareness is another one of your company’s organizational goals. In this instance, your content goal might be to generate referral traffic. Possible content types to consider are guest posts or influencer content. For example, collaborating with micro-influencers can help you cast a wider net to increase your brand visibility.

It’s important that the topics you choose align with your organizational goals in order to deliver an effective content marketing strategy.


Mapping out and choosing the right topics for your content marketing strategy takes strategic planning. Get to know what content performs well and what your audience engages with the most. Don’t forget to document your content marketing strategy and make tweaks along the way as content trends evolve. Choosing the right topics is fundamental to developing and driving an effective content marketing strategy.

30 ways to generate more leads free ebook

WSI was founded in 1995 and is an innovative digital marketing agency with offices in over 80 countries. We’ve spent over 20 years helping more than 100,000 companies and large global brands unlock the full potential of their business by leveraging the Internet and its many unrecognized opportunities. We’d be happy to help do the same for you and consult on your digital marketing strategy.  Simply give me a call or email me at rknutsen@wsiebizsolutions.net to learn more.

 

Influencer Marketing: What Are Micro-Influencers?

Influencer marketing has become an extremely effective way for businesses to promote their brand, products and/or services. In 2019, influencer marketing is not only maintaining its foothold – it’s continuing to grow. What is influencer marketing? In a nutshell, it’s when a business collaborates or partners with an influential person (or people) to promote something. It could be for a new product launch, a specific marketing campaign, a particular service, you name it.

influencer marketing

Over the years, Instagram has become one of the most popular platforms for influencer marketing. With over 1 billion users and a fast-growing network of influencers churning out millions of sponsored posts each year, Instagram has become the most important influencer marketing channel. With that, the word “influencer” has become a rather loose term. There are so many people on Instagram referring to themselves as influencers, but what does that really mean? At the surface, it seems as though an influencer’s total number of followers matter the most. However, as a business, there’s so much more you have to consider when coming up with an influencer marketing strategy. What can influencers do for your brand? Does their brand align with yours? What kind of relationship do they have with their followers? How do you find the right influencers? How much will it cost? These are all important questions to consider.

Since there are many facets of influencer marketing, we will focus mainly on the topic of micro-influencers in this blog post.

What are micro-influencers?

Later describes micro-influencers as people who have a significant, but not massive, social media following. This number is subjective and can range from anywhere between 10,000 to 500,000 followers. The exact number usually depends on who you talk to and the influencer market you are targeting. Micro-influencers have specific niche audiences that are deeply engaged and connected to them. Whether you’re a beauty, fitness, fashion, lifestyle, wellness, food or travel brand, there is probably a large pool of micro-influencers available to reach out to.

What sets micro-influencers apart from macro-influencers?

For starters, major social media influencers (or macro-influencers) have attained some sort of “celebrity status”. These types of influencers often have hundreds of thousands (or even millions) of followers, and it probably costs an arm and a leg just to have them promote or endorse a brand’s product or service. These types of influencers also tend to lead more lavish lifestyles than your average consumer. Some extreme and notable examples of influencers that fall into this bubble are the Jenners and Kardashians.

On the other hand, micro-influencers are much more like your everyday consumer. Although the criteria of who qualifies as a micro-influencer remains very subjective, they are overall more relatable and personable to their niche audience. If they were to recommend a product or service, it may seem more like a trusted recommendation from a friend rather than a celebrity endorsement.

What can micro-influencers do for your brand?

Micro-influencers can be extremely valuable for your brand because they’ve already built a strong following. They’ve established a certain level of trust and a relationship with their followers through their personal brand. As a marketer, collaborating with micro-influencers can help you cast a wider net to increase your brand visibility. Here’s how:

Micro-influencers can help expand your reach. Whether you want to promote a campaign for your business or promote a new product/service, working with a group of micro-influencers can help you reach a wider audience. They can promote your brand using videos that will help ignite your marketing campaigns or other types of content. It’s also more important than ever before to understand the importance of using Instagram Stories for business, especially when it comes to influencer marketing.

Micro-influencers can help you build lasting relationships. Working with micro-influencers can help you build lasting relationships with their followers. Studies have shown that influencers with a smaller following have a much higher engagement rate than top-tier influencers. Rather than just tagging your business or brand in a post, micro-influencers are more likely to give honest opinions and reviews on your product.

Working with micro-influencers can give you a higher ROI. Rather than spending your entire influencer marketing budget on a macro-influencer celebrity to promote your business or brand, investing in collaborations with a group of micro-influencers can help you get more bang for your buck! This is definitely a great way to save on your marketing spend.

How do you find micro-influencers?

Now that you have a general idea of who micro-influencers are and what they can do for you plan, now comes finding the right micro-influencers for your influencer marketing strategy. Here are a few key considerations to keep top of mind:

Make sure they are relevant to your brand. Will they do a good job representing my brand? Do their values align with our brand and business values? Make sure to do your research beforehand and ask yourself these questions. Targeting the wrong micro-influencers will result in a very low ROI.

Engage with them and show appreciation for their content. Realistically, you’ve got to know why you are reaching out to specific micro-influencers. Get to know them before reaching out to see if they’re a good fit for your marketing strategy. Engage with them and show some appreciation for their content to get a feel for how they interact with their audience. This can help you determine whether or not they are a good fit for your brand.

Look for micro-influencer fans. Conduct an Instagram search to find content that may contain your brand. Follow branded hashtags and there’s a possibility that micro-influencers may already be a part of your brand’s fanbase. For example, many micro-influencers in the beauty industry are constantly promoting and tagging different brands’ products. They name drop brands all the time when doing reviews, sharing their makeup and skincare routines. And not all of these posts are sponsored or in collaboration with those brands. Beauty companies like Glossier see this as a unique opportunity to approach these types of micro-influencers because they know they are already an ambassador for their line of products.

The Current Challenge

Earlier this month, Instagram rolled out a new feature in Canada, hiding the number of likes on users’ posts. This experiment to make the number of likes appear less prominent on Instagram feeds and profiles aims to shift the focus from a “popularity contest” to the authenticity and quality of content. How will this impact influencer marketing?

BigCommerce states that 65% of influencer marketing budgets will increase in 2019. Are you ready to invest in this area of marketing?

30 ways to generate more leads free ebook

WSI was founded in 1995 and is an innovative digital marketing agency with offices in over 80 countries. We’ve spent over 20 years helping more than 100,000 companies and large global brands unlock the full potential of their business by leveraging the Internet and its many unrecognized opportunities. We’d be happy to help do the same for you and consult on your digital marketing strategy.  Simply give me a call or email me at rknutsen@wsiebizsolutions.net to learn more.