photo-1458724338480-79bc7a8352e4If you produce content – for example, you write a blog, author articles, post tweets, create videos, write LinkedIn posts, etc. – you’ve probably heard or read at some point that it’s a good idea to connect with “influencers” in your industry to extend the reach of your content. “Influencers” are those who are perceived as leaders within your industry, and as such, have the power to affect what others are reading, watching, and talking about. In talking about what’s called “influencer marketing,” Andrea Lehr of the Content Marketing Institute tells us that

Influencers work hard to cultivate relationships and maintain their position as a leader within their niche. Partnering with influencers in your industry helps get your message in front of the right audience and accelerates conversions.”

Sounds great, right?

But how do you figure out who those influencers are?

In her article, Lehr talks about two pieces of advice, and a note of caution, to help you to identify the influencers in your area of expertise. She and her team focused on marketing when they undertook this exercise, but it will work for your area of expertise as well – note that where you focus will be impacted by what your content marketing goals are. So, for example, if your goal is to reach more clients and potential clients, then you’ll want to focus on the client profile when looking for influencers – if you’re a corporate lawyer who helps entrepreneurs, your influencers will be found among the entrepreneur community, not other corporate lawyers. But if your goal is to become a respected thought leader among corporate lawyers who help entrepreneurs, then your influencers will be found among other corporate lawyers. The more specific your goals are, the easier it will be to define your potential influencer pool.
Continue Reading Two Tips for Identifying Influencers in Your Niche