Influencer Relations: The Winning Formula for 2020

Table of Contents

Influence can come in many shapes and sizes. It is integral for brands, PR agencies and content creators/influencers to work mutually in order to develop authentic content that consumers will genuinely be interested in. Influencers, also referred as content creators, develop a following by sharing authentic content that inspires, informs and resonates with their social media followers.

For content to be authentic and resonate with the target audience, trust and mutual understanding play a vital role between brands and influencers. This mutually beneficial relationship can help facilitate the creative freedom required to develop well-produced, authentic content that resonates with target audiences and is on-point with the brand.

Working with multiple, diverse creators with engaged communities allows for a more robust program that leverages a variety of stories to connect with the target audience. Leveraging creators’ clout and an efficient and effective paid strategy can result in performance metrics that are parallel to those delivered by large advertising campaigns.

The right content creators and a paid social strategy work together to contribute to the larger success of a campaign. The ability to leverage influencer channels with a paid boost, amplifying their content alongside a brand’s own channels is a huge advantage to further drive authentic messaging to the target audiences.

To summarize the winning formula:

Right people

Evolving content creator campaigns require a thoughtful approach to partnering with creators that resonate with the target audience and brand. Sometimes the most influential content comes from creators that customers know and trust.

Right content

Leverage the right creators for high quality, well-produced content with authentic messaging to help fuel impressive performance.

Right distribution

Amplifying the right creator content by investing in paid distribution to leverage authentic messaging and achieve greater impact. Incorporating paid content creator programs to reach mass audiences can help lower brands overall spend while maximizing its impact at scale.

Leveraging this winning formula can ensure the delivery of well-produced, authentic content that resonates with target audiences and is on-point with the brand messaging.

Content Development

Effective, creative content is at the core of what we do. From B2B and B2C, our expertise spans article writing and storytelling, editorial planning, key messaging, video production and more. And we help ensure that your content gets seen. We amplify your brand’s story through an integrated, custom content strategy across digital, print, social and broadcast channels. We maximize owned, earned and paid media to amplify your message, making sure it gets in front of the right audience to drive the results you want.

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Corporate Communications

An integral part of any business, your brand reputation and corporate communication sets the tone with the public, your clients, employees and stakeholders – and we make sure you get the tone right. BlueSky helps you understand what matters to your audiences – both external and internal – and develops meaningful programs that resonate. We help clients with crisis and issues management, employee and executive communications, community relations and corporate social responsibility (CSR). Whether it’s a workplace fundraiser event, an annual report, infographics, HR video or speechwriting, we help you share your message with relevant stakeholders.

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Social Media

Social media demands an always on, two-way communication, transparency, and authentic interaction. More importantly, it demands strategy. We’ve managed social communities, developed social media guidelines and created engaging, impactful content, whether a short Instagram caption or long-form executive-published posts on LinkedIn. Through social listening tools and insights, we can make sure you’re talking about what matters most to your audience, and that your online and traditional PR efforts are integrated seamlessly and effectively.

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Public Affairs & Advocacy

Our in-depth experience providing integrated government relations, public affairs and strategic communications tailored to your needs helps our clients navigate the public policy process in order to successfully achieve central objectives. We work with you to better position your priorities within the current political landscape to ensure you’re able to gain the ear of key decision-makers and reach your goals.

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Influencer Marketing

When it comes to social influencers it’s not about who has the biggest audience, but about engagement, trust and authentic connection. We leverage valued relationships with nano- to celebrity-level creators, working collaboratively to ensure they deliver quality content that resonates with your target audience and is on-point with your brand messaging. Our winning formula requires a thoughtful approach that combines the right people, the right content and the right distribution to maximize engagement and drive impact at scale. You’ll see the results in our campaign evaluations – supported by numbers that exceed industry average performance.

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Media Relations & Media Training

In an environment that is increasingly pay-to-play, earned media remains the holy grail of coverage for brand credibility. Over the years we’ve developed solid relationships with traditional and online media, and we know the elements of success for securing interest from trusted journalists at top-notch publications. We excel at crafting tailored, compelling stories that help keep your brand top-of-mind across print, broadcast and digital channels. You’ll see the results through our media measurement and reporting and assess your share of voice (SOV) among competitors.

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