Category: Promote Your Business

This is a controversial statement: Influencer Marketing has been ruined by greedy marketers. When influencer marketing began thriving for real in 2011 it was revolutionary and a completely different kind of marketing than we were used to. You could actually combined your brand with content people wanted to watch. By having an individual, people trusted enough to follow endorsed your brand was a gold mine and a perfect idea. If it was done with respect for the content. That era is over now – it is very rare that you come across influencer marketing that actually provides real value and not just try to push sales bullshit. It’s only the most respectable brands who actually practice the discipline in its purest form. How did it end up like that? Alongside with our partner, Pengepartner, we are discovering the new age of influencer marketing.

When influencer marketing were a great channel

As mentioned in the beginning, influencer marketing was one of the strongest channels when it was at its peak. When products had a meaningful place in a piece of content, it was the perfect match between a brand and an influencer. But some marketers have out of greed used the channel exploited the marketing channel to push sales bullshit and most influencer marketing efforts today is for sure working, but not in a meaningful way it was used to.

Even bad and unhealthy products are promoted by Influencers

It is not entirely marketer’s faults that influencer marketing have become just another advertising platform. The influencers themselves also bears some the guilt. It’s mainly influencers who would endorse everything from betting to teeth whitener for money that’s part of the problem. Of course everyone understands that being an influencer is a business like everything else, but that does not mean that moral and responsibility should just be thrown out of the window for pocket money. Do not endorse products you would not use yourself.

A great influencer marketing campaign requires strategic planning

There is still a great load of companies who masters the discipline of influencer marketing. Red Bull, Ideal of Sweden and many other companies are really winning the influencer marketing game. All of these companies who are winning with influencer marketing have certain things in common. They all carefully handpick their influencers and make sure the content is the focus instead of the commercial messages.

It may be the biggest cliche in the book, that Marketing is about creating value for customers. It does not get any less true though. In the new decade we are facing, we are going to see a shift in the way companies execute their marketing effort – hopefully. Atleast that is what many marketing experts are predicting, a shift to a more content-centric quality based kind of marketing. In this article that is brought in cooperation with Moremoney.dk, we discuss why content marketing may be the only kind of marketing left.

George Orwell and “the rattling stick inside a swill bucket”

The famous author George Orwell describe in his novel “Keep the aspidistra flying” from 1936 that marketing and advertising is merely “the rattling stick inside a swill bucket”. A swill bucket is a instrument you use to feed pigs with and you use the stick to get the pigs attention. In 1936 this was Orwells version of how marketing and advertising work on humans. And he was somewhat right – the marketing of the former century was nothing compared to our times tools of marketing. Therefore is this the time, where companies should prove Orwell wrong and create marketing that goes beyond pushing sales bullshit.

Seth Godin and his purple cow

Seth Godin literally said in a podcast: “Content marketing is the only marketing left.”. He further explained that in his bestselling book Purple Cow, which is probably one of the greatest book about marketing on the market and sold over 150,000 copies.

In this book Godin describes why companies should make themself remarkable and create a history and a brand for themself. Only by making themself remarkable and outstanding will companies succeed. He describes the importance of customer relations and why it is so important to treat customers good and putting an extra effort into serving them. Only companies who produce remarkable products and target people who will endorse it and spread the word are the ones who win in the long run. In general the book present concepts and examples on why marketers should spent time producing remarkable content instead of burning their money on TV- and Radio advertisement. It can help everyone in any given situation and even has a checklist in the end of the book on how to create something remarkable.

Cut through the noise with actual value for your customer

So hopefully, this can be the beginning of an era in marketing, where people put effort into creating great content marketing. Quit the discounts, quit the coupons and stop market your products to the lowest marginal price. If you create content that offers actual value to the customers, you will be able to cut through all the noise. People with start recognizing your company and its products, and you will have a win-win situation. Start today – put some heartfelt and sincere efforts into your content marketing and watch your marketing performance boom.