Module 3: Enhancing Touchpoints with Contagious Content and Community Conversation Unit 2: Creating Content That Spreads and Sticks
province of celebrity hosts or captains of industry. Their exclusive venues (talk shows, mainstream news outlets, industry trade shows, etc.) greatly restricted content marketers from showcasing their expertise. For example, timing and settings are challenging (e.g., requires in-person attendance at a remote location at a predetermined time). Furthermore, audience reach is typically a “one time” opportunity (e.g., annual conference event) . Opportunities for KOL Audience Exposure Contrast these exclusive venues with today’s world of podcasting, live streaming, audio chat rooms, and blogging. Known as narrowcasting, everyday content marketers can now choose a specific, but large, audience in which to routinely collaborate with KOLs in a virtual setting.
Among the many benefits of soliciting KOLs to feature you as a guest speaker or author are the following: • Expanded and more relevant fan base – Beyond just access to large audiences, KOLs often open doors for you to reach a niche unaware of your existence (e.g., special interest group or a social media channel to which you have limited exposure). • Credible endorsements – KOLs have name recognition with their audience base that effectively provides a stamp of approval for their invited guests. • Content engagement – More than just adding followings and views to your own brand, KOLs can be instrumental in enlisting comments, likes, and boosting content sharing. • Inbound links for search ranking – As explained in a further section on SEO, collaborating with KOLs in blogger outreach provides opportunities for search engine visibility. Specifically, KOLs will often credit guest contribution in the form of a hyperlink to the brand’s own sites. In effect, the KOL’s highly ranked SEO pages are considered by the search algorithms in their rating the brand’s content Attracting KOL Invites Keep in mind that this boost in exposure, traffic or brand awareness is often short- lived and requires:
Benefits of KOL Audience Exposure
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