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Thanks for the interesting post Dan but here is the big point in this study: "Overall, the research showed that expert content – articles from credible journalists – was the only content type to exhibit a strong lift in all 3 areas of the purchase cycle."
I think this is a profound statement. Are you and I "credible journalists?" If I were a brand, how would I approach influence marketing? Blogger outreach? Hire a brand journalist? Or are we simply back to good old media relations?
4 days ago on How Influence Drives The New Buyer’s Journey
Very smart insights Frank. We really have a long way to go in this emerging discipline, and I do believe it is an entirely new discipline. One thing I have been thinking about is, will all the schlock emerging from this influencer gold rush give this bona fide opportunity such a bad image that nobody will take it seriously? I do think there is enormous opportunity here if it is done right, as exemplified by the running shoe story.
1 month ago on Influence Marketing puts Salespeople into Marketing Hats
Super smart post Ruth. Thanks for the shout-out and for continuing the conversation!
1 month ago on Content Shock? Brands Must Focus On Content Distribution
Thank you for continuing the discussion. Good luck with your efforts.
1 month, 1 week ago on Blog Success: What Few Content Marketing Advisors Will Tell You