We have never loved the how the term Influencer Marketing sounds.
Influencer Marketing sounds to us like an evolution of Public Relations, which isn’t really our gig.
And one implication of the name could be that we are in an unseemly business of buying and selling influence. Not only isn’t that what we do, it is the dictionary definition of the word “bribery”. And perhaps “lobbying” as well.
And yet, we work exclusively with influencers. We see them as the single most effective way to create content.
Content is simply better when executed by people with talent, passion, authority, and an authentic voice.
And better still if they can attract a receptive, built-in audience.
While that distinction feels clear to us, let us consider the influencer’s position.
Each day influencers must filter and navigate new potential relationships from hundreds of marketers who seek to engage them in numerous roles: as publishers, as broadcasters, as authors, as colleagues, as speakers, as journalists, as freelancers, and as celebrity endorsers. That is to name a few.
Each of these roles once had their own established rules of conduct. Now they are all a bit blurry.
Influencers have to sort through each client’s needs and try to steer the brand into a relationship that creates mutual value. Which creates a lot of friction in the recruiting process.
This is why, despite the many excellent software tools available to identify influencers, we have always felt influencer identification is the easy part.
We believe that one starting place, above all others, begins streamline the influencer conversation and define the scope of the relationship — where the content will live.
This infographic helps explain what we mean.