Content outreach and digital PR

Content outreach has become one of the most efficient and cost-effective forms of advertising and marketing available today.

Traditional online advertising requires the often arduous process of writing blog posts, sharing social media updates, and connecting with potential customers one at a time. But with content outreach, you can utilise influencers to give your brand immediate access to thousands, or even millions, of potential customers from a voice they already trust.

Content outreach, or influencer marketing, is the act of identifying trusted individuals with an engaged audience and directing marketing activities towards these influencers to receive publicly visible endorsements of a brand, service, or product. In other words, rather than paying to access customers directly, you can instead invest to gain access to influencers, who in turn share their experiences across their large, primarily online, networks.

Just because influencer marketing is a popular trend that can deliver a fantastic ROI doesn’t mean that you should throw money at bloggers and YouTubers aimlessly. A poorly executed content outreach strategy will quickly become expensive without delivering any of the desired results.

In order to develop a successful content outreach strategy, we’ll work through the following steps.

1. Define your marketing goals

Before reaching out to influencers, it’s essential to have a firm understanding of your campaign goals and the KPIs that will be used to measure success. If you launch a campaign without knowing exactly what you want to gain from it, it’ll be difficult to determine whether or not the campaign was a success.

2. Find and select the right influencers for your campaign

Finding influencers to broadcast your message can be a bit tricky. Although there are many spammy websites that will happily take your money in exchange for a sponsored post, this isn’t what you’re looking for.

Instead, we’ll look at influencers as business partners and brand advocates to find people who’ll get excited about your brand and the value it provides. When these bloggers and YouTubers have a genuine interest in your product or service, they’ll be authentic in their promotion – and that authenticity will show through to their audience.

Ultimately, the decision comes down to quality or quantity – and don’t assume that one is always superior to the other. The decision should largely be based on the goal of the campaign and your industry.

3. Determine the best compensation model for your objectives

There are two primary ways that brands compensate influencers for their activities: through sponsored content and affiliate programs.

The benefit of paying for sponsored content is that you have much more control over the message – because you’re paying the influencer directly, they’ll make sure that the message fits with your goals.

Alternatively, the affiliate route allows influencers to share affiliate offers from brands they support, which means they receive compensation for every sale that they refer. While a sponsored blog post results in a one-time payment, an affiliate link can provide residual income.