“Quality of content is critical to achieve success in a sea of information”, said Joe Pulizzi Head of the Content Marketing Institute (CMI). Yet, even though this is what every marketing campaign strives to achieve, the lack of proxies and measurements make quality one of the most complex factors to determine a campaign’s success.
Indeed, producing great content is one of the most difficult challenges marketers face on a daily basis. Still, when looking at influencer marketing, the quality of the content is often disregarded and undervalued. The biggest mistake made in the popular use of influencers is the extensive focus on the distribution of content in terms of reach and impressions rather than the creation of it.
Integrating content marketing and influencer marketing
In order for influencer marketing to be successful and valuable, it has to be engaging, unique, and targeted to the audience you’re trying to reach. All these elements translate into one and only requirement: quality. It is therefore crucial to require and give influencers enough space to not only distribute but also produce creative and high quality content to make your campaign as beneficial as possible.
Leveraging this expertise becomes a necessity when a brand wants to resonate with its audience and produce authentic and honest content.
Using proxies for quality
However, in order to be able to demand high quality content from influencers, certain measurements need to be set and used in order to be able to assess it.
Measuring quality of content can be based on several basic criteria:
- Quality of content
First and most obvious of all, the quality of the content can be assessed in terms of the creativity of the influencer in its approach to produce new content in line with the brand and its own identity.
- Quality of audience
Second, the quality of the audience needs to be evaluated. Therefore, audience demographics such as country and city of origin, age, gender and even interests and income to fit the specific target and industry are very insightful informations. This then also determines the quality of the content distribution.
- Quality of the influencer
Finally, the quality of the influencer is also an integral part of the overall quality of a campaign. Therefore, measurements such as engagement rates of the influencer with its audience and frequency of posting are relevant measures.
Concluding this attempt to find measurable quality metrics, assessing the quality of influencer content stays a subjective and brand specific judgement. However, referring back to Bill Gates’ essay Content is King, the Influencer Marketing Hub described influencer marketing as being the new « content king », which highlights again the power of quality, over quantity.