Influencer marketing is often misunderstood; my guest, Keith Bendes, is Chief Strategy Officer at Linqia, seeks to clear up misconceptions about the channel and offers some great strategic advice in our new interview.
As his LinkedIn profile notes, Keith has “led partnerships and marketing strategy for some of the world’s largest and most innovative brands including Ben & Jerry’s, Bud Light, Dove, Axe, Pepsi, Nissan, and Microsoft.” He’s also sought as a speaker at high-profile marketing events with the brightest brand thinkers, from CPG global leaders to tech icons.
Keith emphasizes the importance of using influencer content across various platforms, including TV commercials and out-of-home ads. He highlights the necessity of including usage rights in contracts and the value of long-term relationships with creators for authenticity. We also discuss the rise of episodic content and the benefits of multi-channel strategies, such as Substack for creator outreach. Keith advises brands to clearly define their goals and tailor their influencer strategies accordingly, whether for awareness or sales, to maximize effectiveness.
Discussion points include:
- The misconception that influencer marketing is limited to social media posts.
- How influencer content is now being increasingly used in TV commercials, out-of-home ads, IRL events, and tours, especially for podcast creators.
- Why smaller niche creators value boost budgets, given that this helps break them out beyond their typical audience.
- The dual benefits of influencer marketing: distribution (audience reach) and content (quality and relevance).
- The rise of episodic content and its impact on product integration and co-creation with brands.
- How a brand’s ethos, differentiator, and voice should guide the content strategy.
- The challenge of brand managers letting go of control in influencer marketing.
- Different strategies for using influencers on different platforms like TikTok, YouTube, and Instagram.
- How creators are becoming publishers with multi-channel distribution systems.
- Why smaller brands can see immediate impact once they focus on paid media efficiency.