Creating Content with Influencers: A #CMWorld Chat with Lee Odden

lee-odden-2013Working with your influencers to create content can be a very effective tactic if executed well.  In our most recent #CMWorld Twitter chat, Lee Odden shared ideas on how to create content with influencers to get the best results. 

Join Lee at Content Marketing World as he presents on Content + Influencer Marketing.

Time to get started! Q1: What are some benefits of co-created content – direct or indirect? #CMWorld

 

Co-created content extends your audience to those of your co-creators. (Obvious, but huge benefit!) #cmworld

@carmenhill

 

A1 #obviousanswer – you’re getting exposure in a new, relevant audience #CMWorld

@eccushing

 

A1: One benefit of o-created content is that it builds in buy in from both groups. #cmworld

@mikemyers614

 

A1 I come up with different ideas as a result of collaborating #cmworld

@SFerika

 

A1 The biggest benefits from co-created content are: Scale quality content, Connect with influencers, Extend reach @CMIContent #cmworld

@leeodden

 

A1: Allowing for same ideas, different perspectives #CMWorld

@lttlewys

 

A1 Collaboration gets you out of your rut…maybe try something new a bit different #cmworld

@tracibrowne

 

A1: 2 heads are often better than 1. #cmworld

@mattcdowning

 

@tracibrowne will do #cmworld

@SFerika

 

Q2: Do you ever feel like the same thought leaders are asked to co-create content? How do you differentiate? #CMWorld

 

A1. Promoting others, building thought leadership & community outside of your own company! #cmworld

@iSocial_Fanz

 

A1: Greater reach and access to co-creators network. Leads to increased engagement and new business opportunities. #CMWorld

@RyMontano

 

A2 Ugh…yes! Same voices all the time…repeating what they’ve already said…I like finding people no one knows…yet #cmworld

@tracibrowne

 

A1 Co-created content invests participants in the end product, incentivizing them to share & make it a success #CMWorld

@leeodden

 

@CMIContent A2 by getting involved w/communities like #cmworld and connecting with new thought leaders!

@SFerika

 

A2 When working with the same thought leaders for co-created content, differentiate through topics covered & creative execution #cmworld

@leeodden

 

A2 Find people in similar roles outside of your industry…that opens new ideas to your readers…they’ll appreciate it #cmworld

@tracibrowne

 

A2 It’s also a good idea to diversify with *up and coming” thought leaders. I have a saying for this, are you ready? #cmworld

@leeodden

 

A2. It does seem like co-created content often taps into same peeps. We need to mix it up & reach beyond the “usual suspects.” #cmworld

@carmenhill

 

A1 Co-created content provides an outside point of view and your content is not just you selling your stuff #cmworld

@ScottLum

 

A2: Use unexpected tactics or different ways to say the same thing. Make it your own! #cmworld

@mikemyers614

 

A2 “Co-create with someone famous & they’re your friend for a day. Help someone become famous & they’re friends for life” #cmworld

@leeodden

 

Good one. MT @tracibrowne: A2 Find people in similar roles outside of your industry…that opens ideas to your readers… #cmworld

@billcush

 

I have great respect for those who share content w/their insights compared to “link droppers” w/big followings! #cmworld

@iSocial_Fanz

 

Q3: What types of content appeal to thought leaders? What excites them and makes them want to be involved? #CMWorld

 

yes! MT @leeodden A2 “Co-create w/someone famous & they’re UR friend 4 a day. Help someone become famous & they’re friends 4 life” #cmworld

@tracibrowne

 

A2: Use both – the usual suspects bring attention but voices add variety #cmworld

@ScottLum

 

A2: Look for co-creators from partners who compliment your business. They don’t need to be big names #cmworld

@ScottLum

 

A3 Most thought leaders want exposure, so create content opportunities to advance those goals. AND make it easy! #CMWorld

@leeodden

 

A3 Interviews with other thought leaders…people like to read about people like them #cmworld

@tracibrowne

 

A3 I think it varies. I get excited about collaborating in visual content, or a podcast for example #cmworld

@SFerika

 

A3: To get thought leaders involved with your #content, it’s all about the pitch. What’s in it for them? #cmworld

@mikemyers614

 

A3: I would think content that furthers the work of thought leaders would excite them to get involved #cmworld

@billcush

 

A3 Competition for thought leaders is high, so create content opportunities that they’ll be proud to be involved with. #CMWorld

@leeodden

 

 

 

A3: Provide them with ideas on how to reframe the thought leadership they’re passionate about to your interests #cmworld

@ScottLum

 

A3. (1) Something original, not rehashing what everyone else has already hashed. (2) Something bigger than what they can do alone. #cmworld

@wittlake

 

A3 Find out what truly motivates thought leaders & use language that will appeal to them specifically. #cmworld

@leeodden

 

A3. Especially for targeted verticals or communities (i.e. not content marketing, LOL), find experts who aren’t yet known. #cmworld

@carmenhill

 

A3: Nothing more exciting for a thought leader than to discover a new way to think about things #cmworld

@ScottLum

 

A2: Differentiate by sharing a new perspective on new (& old) topics. Stories, esp personal experiences are really so valuable #cmworld

@LMHinz

 

@CMIContent A3-Quality content over quantity. It is relevant, well written, and personalized. #cmworld

@SimpleReach

 

A2: Think outside the box! Co-create with people from different industries and walks of life. There are lots of universal topics. #CMWorld

@RyMontano

 

@leeodden Love the word ‘proud’ here. #cmworld

@mikemyers614

 

@ankit1989 Welcome! #cmworld

@CMIContent

 

A3 There is no substitute for great design, humor and thought provoking content. Also, show big fish are already on board. #cmworld

@leeodden

 

Status Quo sucks… but everyone talks about disruption… I want to drive positive change & help people be more productive and happy! #CMworld

@iSocial_Fanz

 

A3. Don’t pretend you are giving them a platform though – you are reaching out to them b/c of their platform. #cmworld

@wittlake

 

A3 Do your homework and read what’s already been written by thought leader…then cover something new that they’ve not yet shared #cmworld

@tracibrowne

 

@goldasich @ScottLum I think business partners are an often overlooked group of rock star content collaborators #CMWorld

@SFerika

 

Whoa, I step away from the chat for 3 minutes for a coffee refill, and I come back to over 60 tweets! Lots of smarty’s here today #CMWorld

@eccushing

 

Right. The “next big thing…” MT @wittlake: A3. (1) Something original, not rehashing what everyone else has already hashed #cmworld

@billcush

 

Q4: We’re not all @LeeOdden with a great network. How can we identify influencers within our niche? #CMWorld

 

@SFerika @goldasich Yes, business partners are trying to figure out how to extend their audience as well – symbiotic #cmworld

@ScottLum

 

A3 Important not to get romanced by attention from co-creator — but seek to raise the eyebrows of your audience with their help! #cmworld

@goldasich

 

Good morning, all. #cmworld

@SusynEliseDuris

 

@leeodden completely agree about adding humor…too many people are afraid to have fun with thought leaders/execs #cmworld

@tracibrowne

 

A3: The content needs to spark the curiosity gap for the reader, while staying in-line with the thought leader’s goals. #cmworld

@PFMolinari

 

A3 Communicate your vision & how the co-created content will appeal to all constituent audiences. Make it 360 degrees of win #cmworld

@leeodden

 

A4 This is why Twitter-stalking was invented #professionaleavesdropper #CMWorld

@eccushing

 

A4. I have to give a shout out to the folks at @getlittlebird on this one. Simple and TARGETED influencer identification. #cmworld

@wittlake

 

@SusynEliseDuris Thanks for joining us! #CMWorld

@CMIContent

 

@SFerika Many tech companies have partner marketing strategies in which they co-market. #cmworld

@SusynEliseDuris

 

A4 Start growing a network NOW, not when you need them. I had to start somewhere 🙂 Find ways to create value, then level up. #cmworld

@leeodden

 

@iSocial_Fanz It’s all about adding value – YOUR own value. Anyone can stumble upon and read work from other authors #cmworld

@XtinaAnn_

 

A4: Identify people who have great thinking that’s in line with the ideas you want to associate with #cmworld

@ScottLum

 

A4: identifying the right influencers takes old-fashioned hard work and research. Find out who’s talking, who’s listening. #cmworld

@mikemyers614

 

A4. Don’t overlook old-fashioned Google. The top X lists of bloggers or people in a category can be great sources. #cmworld

@wittlake

 

A4 I think these days identifying influencers is pretty easy. I worry when marketers say they don’t know who theirs are #cmworld

@tracibrowne

 

Co-create! Astrophysicist & #datascientist @KirkDBorne sits down and talks #bigdata with @pelint. http://bit.ly/1sSbBPb #cmworld

@RyMontano

 

A4 Use tools like @buzzsumo and @twtrland to ID new to you influencers #cmworld

@SFerika

 

@SFerika cheers and happy #CMworld chat to you! Hope your doing well..

@iSocial_Fanz

 

A4: Ask, “Who keeps showing up in the things I read, watch, attend?” Curate a list. #cmworld

@billcush

 

@SusynEliseDuris it’s a great opportunity! #CMWorld

@SFerika

 

A4: You don’t need to find the big names but find the big thinkers in your field #cmworld

@ScottLum

 

Be unique… provide value.. make others remember you! #CMworld http://t.co/SQ5sXnEt3n

@iSocial_Fanz

 

@leeodden “360 degrees of win.” Love that! #cmworld

@carmenhill

 

#A4 Research influencers in your target themes & topics. Find opportunities to connect in areas not being served. Give to get. #cmworld

@leeodden

 

@iSocial_Fanz good morning! At the airport and headed to #bma14 how are you? #CMWorld

@SFerika

 

A4 re: influencers, most has to do with social listening, engagement and what you do to help them. They’ll notice this. #cmworld

@SusynEliseDuris

 

A4 There are many influencer discovery tools to find thought leaders to connect with. Here’s a list: http://ow.ly/xiYHK #cmworld

@leeodden

 

Q5: What benefit does co-created content need to provide to your influencer? How do you ensure your relationship will continue? #CMWorld

 

@ScottLum Great to see you!! #CMWorld

@lttlewys

 

A4 It matters who you connect with when finding influencers as much as how to find them. Popularity does not = influence. #cmworld

@leeodden

 

Waving Lee and spot on! @leeodden: A4 Start growing a network NOW, not when u need them. Find ways to create value, then level up. #cmworld

@SusynEliseDuris

 

@ScottLum Totally agree!! #CMWorld

@lttlewys

 

A4 Find influencers that are topically relevant and that are effective at inspiring their listeners to act. Action is influential. #cmworld

@leeodden

 

A4-The list function in twitter is a great research tool to see influencers in your niche. #cmworld

@SimpleReach

 

@CMIContent A4: There are some tools that help you to find influencers. @followerwonk and now SocialCrawlytics have these features #cmworld

@MUmar_Khan

 

@leeodden A4 – I’m madly in love with @BuzzSumo for discovering thought leaders and doing outreach list building. #cmworld

@JeremyRiveraSEO

 

A5 I agree with what @wittlake said earlier…don’t start with “the exposure” you’ll give them #ladymaryeyeroll #cmworld

@tracibrowne

 

I am still here. Really multitasking right now. I’d be a perfect woman, lol #cmworld

@NenadSenic

 

@CMIContent I’m sure the benefit must include a nice bit of promo for your influencer! #cmworld

@joapet

 

A4: Research, research, & more research. Then engage, network, & establish those connections. Success is built from relationships. #cmworld

@PFMolinari

 

A5: “Give to get.” — @leeodden (like five minutes ago) #cmworld

@mikemyers614

 

A4: Building an advocacy and influencer strategy is important for content marketers – takes time to nurture #cmworld

@ScottLum

 

@leeodden that’s where the listening comes in! Are they really an influencer? This process takes time. It’s not instant. #cmworld

@SusynEliseDuris

 

A5 Co-created content gives influencers visibility on topics & for causes they care about. #cmworld

@leeodden

 

Tell ur story… share ur passion… relate w/ur audience & give them a cause & reason to be ur advocate! #CMworld

@iSocial_Fanz

 

A4 Be the someone the someone you want to connect with wants to connect with. 😉 Listen long, help often, give generously #cmworld

@LMHinz

 

@SimpleReach I’ve found a lot of really great influencers through other ppl’s twitter lists. #cmworld

@JoshStAubin

 

A5 Our conference eBooks give brand speakers tangible evidence to show their managers. Helps validate their speaking. #cmworld

@leeodden

 

A5: Quid Pro Quo – Know what’s important for that partner to build on your relationship #cmworld

@ScottLum

 

I think there can be a difference between “people who show up everywhere” and real influencers…often not the same thing #cmworld

@tracibrowne

 

A5. Co-created reinforces an influencer’s status based on your brand and the contributors. Does your offer stack up? #cmworld

@wittlake

 

@iSocial_Fanz It’s all about passion. Without it, it’s just more stuff. #cmworld

@JoshStAubin

 

@JoshStAubin @SimpleReach Using Twitter lists is a great way to find influencers! Plus the work is done for you! #cmworld

@MariaHerrick

 

@JoshStAubin @SimpleReach Thanks Josh.. based on your recommendation will check out SimpleReach wasn’t aware of them! #CMworld

@iSocial_Fanz

 

A5 Keep influencer relationships going by communicating program success, sharing feedback & involving them in other projects #cmworld

@leeodden

 

A5: It’s all abt whether they perceive u can help them, add value. This is relationship dev. It takes time to build strong ones. #cmworld

@SusynEliseDuris

 

A5. Consider what else you can give them. First look access can be valuable: it reinforces position of being on the leading edge. #cmworld

@wittlake

 

A5 it never hurts to ask them…how can we help you? Is there someone we can introduce you to? #cmworld

@tracibrowne

 

A5 We like to create Twitter lists, Google+ circles, List.ly and Paper.li lists of influencer segments. Pings them regularly. #cmworld

@leeodden

 

You @leeodden & @jaybaer do a great job providing such great value! Kudos to u both! Glad we met at #SMMW14 #CMworld http://t.co/SZOYoCpLxU

@iSocial_Fanz

 

A4 Give 5x, 10x more value than other people would if you want to draw the attention of an influencer #cmworld

@bhas

 

@MariaHerrick @SimpleReach Exactly! It’s a recommendation of sorts from someone you trust. Goes a long way. #cmworld

@JoshStAubin

 

Q6: Aside from getting a great thought leader included in your content, what else should we ask/expect of our influencer? #CMWorld

 

@tracibrowne It is amazing how many people are willing to help when you ask… sadly so many people & brands are afraid to ask! #CMworld

@iSocial_Fanz

 

A6 New thoughts…not ideas that have been rehashed over and over again for the past year…if six months old not really a leader #cmworld

@tracibrowne

 

A6 If you’ve done your job setting expectations & co-creating awesomeness, it’s reasonable to expect influencers to help promote #cmworld

@leeodden

 

A6: It would be great if they valued their relationship with you to amplify the content with their audiences #cmworld

@ScottLum

 

@iSocial_Fanz @tracibrowne So true. Particularly when the ask is lightweight. #cmworld

@wittlake

 

@tracibrowne True, at times. I’ve found better success at understanding their needs so I can provide relevant ideas first… #cmworld

@SusynEliseDuris

 

I will be talking “Managing Up” on #LeadWithGiants next week… It’s all about knowing who else knows what you don’t know! #CMworld

@iSocial_Fanz

 

Yes! @tracibrowne I think there can be difference between “people who show up everywhere”& real influencers often not the same thing #cmworld

@CMIContent

 

A6 But understand, most influencers are BUSY. Make promotions easy for them. Provide pre-written shares, embed code, images. #cmworld

@leeodden

 

A6 I would not really have any expectations upfront. If the relationship is nurtured a sense of flow will be established. #cmworld

@bhas

 

@leeodden Can I argue that if an influencer is too busy are they really worth your time & can their influence really help? #Cmworld

@iSocial_Fanz

 

@SusynEliseDuris yes, I wouldn’t lead with that question…but it’s one to ask frequently to build the relationship #cmworld

@tracibrowne

 

A6. Beyond promotion: Expect direct feedback on your perspective and content. Even other people you should include. #cmworld

@wittlake

 

Really looking forward to presenting in-depth on co-creating content with influencers at #CMWorld http://contentmarketingworld.com/

@leeodden

 

@iAcquire @CMIContent O anyone who knows me, knows I will preach the power of social relationships & providing value! 🙂 #CMworld

@iSocial_Fanz

 

@leeodden Influencers that are too busy are just paid advertisers. Don’t they need some level of passion to be effective? #cmworld

@JoshStAubin

 

A6 Content amplification would be fantastic, even if you have to “pre-write” the posts for your influencer. #CMWorld

@eccushing

 

Have to jump off early, but thanks for all the great insights! @cmiworld @leeodden #cmworld

@LMHinz

 

@JoshStAubin @leeodden Josh my point exactly… I don’t need a paid talking head or a bias influencer view.. #Cmworld

@iSocial_Fanz

 

If an influencer isn’t busy, are they really a worthwhile influencer? 😉 #cmworld

@ardath421

 

.@CMIContent A4: Ask an influencer “what are your pain points” to really offer value. #CMWorld

@jkumor

 

Have to jump off early, but thanks for all the great insights! @cmicontent @leeodden #cmworld

@LMHinz

 

When companies embrace a “Dotted Line Culture” (blog today) & trust/empower social employees content amplification is powerful! #CMworld

@iSocial_Fanz

 

@tracibrowne absolutely, once you’ve estab relationship. Questions they’re asking/u have to answer is “do you get me?”, “show me”. #cmworld

@SusynEliseDuris

 

@JoshStAubin Passion is a filter used during selection. Their investment creates some commitment but it’s not a guarantee. #CMWorld

@leeodden

 

.@leeodden Good point. Make the process of promotion totally frictionless (if that’s what both of you have decided on) #cmworld

@bhas

 

@iSocial_Fanz @JoshStAubin Making it easy for someone isn’t the same as paying them off. #CMWorld

@carmenhill

 

A5 I’m surprised no one has mentioned payment in exchange for their thoughts/time/content #cmworld

@tracibrowne

 

Q7: Is it ever appropriate or necessary to pay an influencer for their contributions to your content? #CMWorld

 

@iSocial_Fanz @leeodden That’s just more of the norm that we already don’t trust. I want ppl that I know are authentic. #cmworld

@JoshStAubin

 

@CMIContent Jinx!!! #cmworld

@tracibrowne

 

Very good discussion right now on the #cmworld hashtag about influencer/media outreach programs.

@AWCConnect

 

Very good discussion right now on the #cmworld hashtag about influencer/media outreach programs.

@TourismCurrents

 

A6. Don’t expect influencers to parrot your message. Trust comes from independence. If they value influence, they won’t sell out. #cmworld

@wittlake

 

@carmenhill @JoshStAubin Completely agree & I am 100% for helping others be more productive & making sharing easy.. #CMworld

@iSocial_Fanz

 

Sorry for being MIA for a few #sfo Wi-Fi not working properly 🙂 #CMWorld

@SFerika

 

A7 Absolutely #cmworld

@tracibrowne

 

@carmenhill @iSocial_Fanz But I want their opinion, not a canned response from the brand just bc it’s easy. #cmworld

@JoshStAubin

 

I embrace & preach transparency… I believe influencers are powerful but only when they are authentic and trusted! #CMworld

@iSocial_Fanz

 

@ardath421 But can correlation imply causation? What if the influencer is living the 80/20 life? 🙂 #CMWorld

@bhas

 

@tracibrowne You’re ahead of your time 🙂 #cmworld

@mikemyers614

 

A7 definitely agree with paying influencers for their time #CMWorld

@SFerika

 

#CMworld Jumping In A7 ya, definitely, they should get something in return either payment or a trip to Paris!

@avik_munshi

 

A7. Yes. When influencer’s name has a greater draw or you are making a large ask of them. Not that different than keynote speakers. #cmworld

@wittlake

 

A7: Payment depends on what it is. If you ask them to create content for you, then yes – you’re buying expertise #cmworld

@ardath421

 

@CMIContent A7:Yes, it is necessary to pay a right amount of attention and respect to the influencer if he’s helping you in content. #cmworld

@MUmar_Khan

 

@JoshStAubin @carmenhill I want their honest opinion so if they are transparent with who is paying them then I will listen.. #CMworld

@iSocial_Fanz

 

A7 We don’t pay influencers ourselves. But yes, there are situations where payment is appropriate with high levels of effort #cmworld

@leeodden

 

@JoshStAubin @iSocial_Fanz Providing links, embed code, images leaves lots of room for their own input. Just saves time & steps. #CMWorld

@carmenhill

 

A7 – Agree with @ardath421, it depends. #cmworld

@SusynEliseDuris

 

A7: Appropriate? Yes. Necessary? Depends if they can get value in another way #cmworld

@ScottLum

 

@iSocial_Fanz @carmenhill Transparency makes all the difference. I just want a real opinion that I can trust. #cmworld

@JoshStAubin

 

Ted kills it! Anyone can effect change! “Welcome to ‘Age of Influence’ | @TedRubin #CMworld http://t.co/z61jrQf6qw

@iSocial_Fanz

 

A7: Perhaps it should be disclosed. But most people who read your stuff already know thought leaders are often paid. #cmworld

@billcush

 

#CMworld A7 I would do it for free if you sponsor me a Toyota Prius!

@avik_munshi

 

A7 re: payment…re they getting paid by their corp and this is part of their job? Or are they small biz & doing unpaid work 4 you? #cmworld

@tracibrowne

 

@carmenhill @iSocial_Fanz I’m definitely good with making it easier. Just as long as their opinion is still their own. #cmworld

@JoshStAubin

 

@billcush But paid by who? I want to know where the slant is… I agree we all know they are paid & I am all about that! #CMworld

@iSocial_Fanz

 

A7 Payment not necessarily in dollars. Today where attention is the scarcest of commodities, payment can be thought of differently #cmworld

@bhas

 

I tend to put a greater focus on an Advocacy plan than a Influencer plan for content co-creation #cmworld

@ScottLum

 

As I mentioned, we don’t pay influencers. We create mutual value. Making promo easy is helpful. @JoshStAubin: @iSocial_Fanz #cmworld

@leeodden

 

Q8: Do both content co-creators publish content on their own channels? Or focus on one? Do you measure sources & successes? #CMWorld

 

@ardath421 True. Can’t go with a preconceived notion. Have to evaluate things individually #CMWorld

@bhas

 

A7: Figure out that mutual value @leeodden mentions – use that instead of money #cmworld

@ardath421

 

The noise today is loud & many have great platforms to add noise.. but we must promote & filter the noise! #CMworld http://t.co/ukxfD7C7y4

@iSocial_Fanz

 

@iSocial_Fanz My personal perspective is that I don’t really care. But this is where the disclosure comes in. #CMWorld

@billcush

 

And Lee that is exactly why I believe in your mission and what your about! Keeping it real! @leeodden @JoshStAubin #CMworld

@iSocial_Fanz

 

NEW POST: Craft the perfect content strategy with these five questions -http://www2.idioplatform.com/l/20742/2014-05-27/8nfyw #cmworld #contentstrategy

@idioplatform

 

A8 having influencers share the content through their channels in addition to yours is a nice bit of exposure for you #cmworld

@SFerika

 

@ardath421 Agree. But mutual value isn’t always there. Don’t be afraid to pay if it is worth it to your marketing. @leeodden #cmworld

@wittlake

 

#CMworld Influencers are an important part of passive #marketing and they should be given something in return! Pay or token of appreciation

@avik_munshi

 

A6: Finding a influencer, is finding a believer. Support is needed from both sides for a successful campaign. #cmworld

@PFMolinari

 

A7: for many influencers, as @tracibrowne mentions, time is money – make sure the exchange is valuable for both sides #cmworld

@ardath421

 

A8 agree it’s always a good idea to use tracking URLs to see which channels drive the most results #CMWorld

@SFerika

 

We always talk about becoming publishers of great content…well, most publishers pay their writers no? #cmworld

@tracibrowne

 

A8: Thoughtful planning can give both co-creators more exposure/value rather than just pushing out separately. #cmworld

@mikemyers614

 

A8 Wrestled with this once. Didn’t crack it. Maybe should be published on both channels? #CMWorld

@bhas

 

A8 It is important to have a focal point, a lead destination for a co-created project. Then others publish & point to it. #cmworld

@leeodden

 

A7: Sometimes the influencer has a POV that is worth paying for. You’ll have to weigh if their voice will help you. #cmworld

@ScottLum

 

A8 – It’s ok for co-creators to post on their own channels as well as a joint channel, just ensure consistency of message. #cmworld

@SusynEliseDuris

 

I love being a “Tech Evangelist” cause my focus is on the community & customers w/no sales pressures! Creates authenticity! #CMworld

@iSocial_Fanz

 

A8. Measure cautiously: the value is better content more widely shared. Influencer sharing is a very small slice of that. #cmworld

@wittlake

 

@tracibrowne Not sure if you are arguing for paid writers or paid influencers or both.. I am all about paid that = value! #CMworld

@iSocial_Fanz

 

A8 Not necessary that both content co-creators have the same marketing goals. One needs leads, another might want mindshare #cmworld

@bhas

 

@SFerika I think that’s a huge benefit – influencers connect you with ppl you might not normally have access to. #cmworld

@JoshStAubin

 

#CMworld A8 initially both places and once the co-creators’ network knows you, it can be shifted to just one, sources should be tracked too.

@avik_munshi

 

A8 When mutual value vs. payment is the approach, it is appropriate for all content creators to publish. They’re proud of it! #cmworld

@leeodden

 

A8 Definitely measure KPIs & outcomes from all instances of co-created content being published. Reach, engagement, actions. #cmworld

@leeodden

 

@CMIContent @SFerika Even taking it a step further and building channel scorecards can quickly let you know what’s working where #cmworld

@nickcicero

 

A8-Test your content across multiple platforms. Analyze, then allocate intelligently. #CMWorld

@SimpleReach

 

A7: Sometimes it’s just FUN! Such as the content @leeodden puts together 🙂 #cmworld

@ardath421

 

@iSocial_Fanz Both really, but if you think someone’s content would be so value you partner then also so valuable you’d pay for it #cmworld

@tracibrowne

 

Q9: What pitches have worked best to get you to want to create content with a company? #CMWorld

 

A8. What is the case to NOT publish on all creator’s channels? Feel like I’m missing something on that point… #cmworld

@wittlake

 

R @wittlake:A8.Measure cautiously: the value is better content more widely shared. Influencer sharing is a very small slice of that #cmworld

@CMIContent

 

totally agree with @wittlake’s sentiment about measure. cautiously. #cmworld

@SusynEliseDuris

 

A8: Cross-posting content is fine – it would be great if influencer references the partnership with you with a link #cmworld

@ScottLum

 

A8 Also, not necessary that two audiences live on the same platform. Content should not be platform agnostic, regardless of source #cmworld

@bhas

 

@tracibrowne Yes.. I believe some influencers content is extremely valuable and worth lots of money.. but majority is theory #CMworld

@iSocial_Fanz

 

#CMworld A8 publishing it at both places is mutual value addition #marketing like s famous photographers’ shooting for your clothing brand

@avik_munshi

 

A9: The best pitches come from someone who has reached out before pitching anything! #cmworld

@ardath421

 

A9 When people come to me w/well thought out plan and ideas…not just hey, could you do something for us because we want your name #cmworld

@tracibrowne

 

Find your Voice, Find your Audience, Find your Influence.. I focus on sharing often & on every social network I can! #CMworld

@iSocial_Fanz

 

A9: Being nice and not beating around the bush. 🙂 #cmworld

@NenadSenic

 

A9: And not sending an automatic request, you’d send to many! #cmworld

@NenadSenic

 

Helping before the need is paramount! MT @ardath421: A9: Best pitches come from someone who has reached out before pitching! #cmworld

@SusynEliseDuris

 

#CMworld A8 I get paid for content I write & it’s published at 2 places, the money is too less to matter but value addition is my leverage!

@avik_munshi

 

A8 Co created content can be repurposed into multiple formats. Video can be turned into audio and text according to marketing goals #cmworld

@bhas

 

A9 Find big fish influencers to sign on first. Then share their involvement with others. “Don’t you belong on this list?” #CMWorld

@leeodden

 

“When the meeting before it happens” – Mentor advised me a long time ago.. Same with social.. create relationships b4 the sell #CMworld

@iSocial_Fanz

 

A9 and whatever you do, don’t send a canned pitch w/someone else’s name on it, or misspelled! #CMWorld

@SFerika

 

A9 Have not pitched but I would it’s the same as prospecting. Understand needs first, then suggest solution #cmworld

@bhas

 

A9 When I receive pitches that come from someone I know, a company I respect & the project is super relevant, I get interested. #cmworld

@leeodden

 

@leeodden With as much social/digital change as we are seeing.. is that list of “Big Fish” influencers changing? #CMworld

@iSocial_Fanz

 

@SFerika How about, Dear Influencer…would that work 😉 #cmworld

@tracibrowne

 

@SFerika Although, being a foreigner helps. If you make a mistake, it’s adorable. 😉 #CMWorld

@NenadSenic

 

@leeodden It’s easier to get people involved when their own benefits are apparent. #CMWorld

@JoshStAubin

 

Glad I could join #cmworld for the first time. Enjoyed it. Gotta go. Until next time.

@billcush

 

@tracibrowne @SFerika or “Dear <influencer>, I’ve recently found your blog and absolutely love it. Can I interest you…” #cmworld

@wittlake

 

#CMworld A9 Value Addition to my #PR pay is too less to matter, Content Editing http://portfolio.cept.ac.in words section http://avikmunshi.wordpress.com

@avik_munshi

 

A9 Companies that use humor works too @djwaldow is awesome at this. He’s also persistent – in a good way. #cmworld

@leeodden

 

If you want an influencer to spend their time YOU must spend your time researching & understanding their back-story! #CMworld

@iSocial_Fanz

 

@tracibrowne @SFerika Dear Guru? 🙂 #CMWorld

@KyleAkerman

 

A9 If you can’t get my name right in your pitch, will you have follow through on the project? Will it be quality? #CMWorld

@SFerika

 

Q10: What are some things we could do to make the process easier for the contributing influencer? #CMWorld

 

Relationships remove the “selling” and make it “helping”. Huge difference. @iSocial_Fanz #CMWorld

@JoshStAubin

 

@leeodden @djwaldow Agree 100% Lee… DJ does a great job on his podcast of mixing humor with an evangelist tone & message! #CMworld

@iSocial_Fanz

 

A9 With influencers volunteer to do the grunt work. Every project has a percentage. Let them work on the high profile ideas #cmworld

@bhas

 

@SFerika good point…maybe share some other projects you’ve done to show the quality they can expect and references #cmworld

@tracibrowne

 

@tracibrowne it’s better than Dear Erica in my book! 😉 #CMWorld

@SFerika

 

A9: Establish a personal connection. Create trust engaging on social media fronts. In this day and age, you are what you post #CMWorld

@PFMolinari

 

A9 I’ve been paid to participate on influencer projects requiring work. I admit, that was motivating, but my heart wasn’t in it #cmworld

@leeodden

 

@wittlake @tracibrowne @SFerika – good opening –> complete and provide specific, relevant value adds where you can help them. #cmworld

@SusynEliseDuris

 

#CMworld A9 leverage was value addition to #PR, networking, learning different topics and being productive instead of clubbing!

@avik_munshi

 

@iSocial_Fanz so much more likely to inspire a great collaboration if you start with a tailored pitch #CMWorld

@SFerika

 

A10 Work with them on the timeline…what will work for both parties #cmworld

@tracibrowne

 

A10 Make it easier for influencers by being succinct, relevant, & explain how it will work & what they get out of it. #cmworld

@leeodden

 

Anyone can effect change! “Welcome to ‘Age of Influence’ @TedRubin http://bit.ly/1pv3cz1 #CMworld http://t.co/H165Te3rQb | MT @iSocial_Fanz

@TarakRindani

 

@ScottLum @KyleAkerman @tracibrowne I wouldn’t be able to stop giggling at Dear Guru long enough to reply! 😉 #CMWorld

@SFerika

 

A10 if it’s a true collaboration then you should involve them in the planning and scope #cmworld

@tracibrowne

 

A10 I have a presentation on working with influencers to co-create content here: http://ow.ly/xj5Eu #cmworld

@leeodden

 

@SFerika @iSocial-Fanz right, customized just for them — each influencer is so diff. It’s their check that you do get them… #cmworld

@SusynEliseDuris

 

A9 If I were to pitch on an eBook to @leeodden or @JoePulizzi I would offer to do the research and the actual writing #cmworld

@bhas

 

@SFerika Agree 100%… tailored pitch requires a strong story & focus on the how & why not just the what 🙂 #CMworld

@iSocial_Fanz

 

Then ask what they think…MT @leeodden A10 Make it easier by being succinct, relevant, & explain how it will work & what they get. #cmworld

@mikemyers614

 

Did we miss your question in today’s chat? Email Cathy[at]http://contentinstitute.com and we’ll be in touch. #CMWorld

@CMIContent

 

I got pulled away from the chat, but I’m loving this convo – some great advice here #CMWorld

@eccushing

 

Engage and connect with everyone – not just influencers. Most – all? – influencers weren’t necessarily that influential on Day 1. #cmworld

@CTrappe

 

@bhas Be careful with offering to do the writing. If my name goes on it, I want to write it! #cmworld

@ardath421

 

A10 Give timelines to contributing influencers, share previews of their contribution, send reminders, celebrate success! #cmworld

@leeodden

 

Thanks to @leeodden for joining us on our #CMWorld chat today! A great topic with great advice and thoughts to help us.

@CMIContent

 

Thanks so much for the insight @LeeOdden. You rock! #cmworld

@SusynEliseDuris

 

#CMworld A10 protects their copyrights, value their contribution, give a token of appreciation and make them feel a part of team! #Leadership

@avik_munshi

 

Ciao #cmworld peeps! Have a great week!

@carmenhill

 

Amazing interactions from the #cmworld community today during this Twitter chat. Thank you for joining in & thanks @cmicontent !!

@leeodden

 

Thanks for another great chat everyone…great topic and guest @cmicontent @leeodden #cmworld

@tracibrowne

 

@ardath421 Rough first draft. is what I was talking about. Bringing everything together. Not the final polished copy #cmworld

@bhas

 

See our complete #CMWorld twitter chat schedule here. Next wk: Content marketing & sales with @carlajohnson: http://contentmarketingworld.com/cmworld-twitter-chats/

@CMIContent

 

Thank you @leeodden for lots of great food for thought in today’s #cmworld chat! Looking forward to seeing you in Cleveland in Sept.

@SFerika

 

If a storyline fits what I blog/produce content about I’d be happy to consider participating. #cmworld

@CTrappe

 

@mikemyers614 Yes, definitely get feedback #CMWorld

@leeodden

 

@CMIContent @leeodden Yes, thank you! #CMWorld

@mikemyers614

 

Find more info on @leeodden & @toprank at http://www.toprankmarketing.com #CMWorld

@CMIContent

 

@bhas @JoePulizzi Actually, I think both Joe and I would prefer to write ourselves. Transparency and genuine voice are important. #cmworld

@leeodden

 

Don’t forget to register for #CMWorld by 5/31 for early bird rates! Join us! http://t.co/g3NJdAbCQ6. #contentmarketing

@CMIContent

 

@CMIContent Thank you again for another great chat! @leeodden thanks for all of your insight! #CMWorld

@PFMolinari

 

@leeodden @JoePulizzi Well it appears that I got some insight about your working habits right now. :). #cmworld

@bhas

 

My first time moderating the @cmicontent #twitterchat in the books! Thanks to all the great folks who contributed! #CMWorld

@AmandaSubler

 

Thank you for joining in @ScottLum @PFMolinari #cmworld

@leeodden

 

@AmandaSubler @cmicontent Great job Amanda.. fun chat because of a great community & leaders at CMI.. Cheers to your team #CMworld

@iSocial_Fanz