How to Create an Influencer Marketing Communications Roadmap & Editorial Calendar
How to Create an Influencer Marketing Communications Roadmap & Editorial CalendarUp until now, influencer marketing programs have been largely one-dimensional – produce content for a specific campaign use case. But research has shown over and over again that consumers today trust people like them. Not only that – consumers actively seek out and rely on peer experiences to inform their purchase decisions, across the customer journey. Driven by advances in technology and the democratization of information, influence no longer comes from the top, but increasingly, through peer networks.
This nearly demands that marketers evolve their influencer marketing strategy from campaign tactic to omni-channel strategy, as well as perceptions around what influencer marketing can accomplish. Evolving to an omni-channel, always-on influencer marketing strategy that’s designed to generate content that can (and will) be repurposed across channels requires that influencer, advocate, referral, and loyalty programs are integrated with and aligned to your larger marketing communications roadmap and editorial calendar.