How do you leverage social media and influencer marketing for content distribution and engagement?

Make sure to keep track of when the content goes live, so you can compare it to the dates on the analytics. If you have peaks in website visitors on the day that the content went live, and the next few days following that, you know that it was likely that content that triggered those visitors. Additionally when using influencer marketing, you can provide a discount code, and measure how often it gets used by new customers to determine how well that content performed in terms of generating sales if that is a goal of yours.

The success of your content will also depend on its suitability for the campaign you're running. For example, eBooks and industry reports are ideal for lead generation, while video and blog content is better for awareness. Developing a solid understanding of where content typically sits in the funnel is a great starting point.

It's also important to use your analytics to determine which content is performing best for each goal. For example, if the aim is to improve brand awareness, or spread the message of a particular brand message, you might focus on the number of shares and impressions a post gets. If the goal is to improve website traffic, you would measure website impressions. Use the content analytics in conjunction with your goals to work out which content has performed best and seek to start creating similar content.

Ensure that you choose an influencer that has the same values as you, as well as a similar target audience. Whilst influencer marketing is a great tool to use, using the wrong influencers for your brand could do more harm than good. It's therefore important to be sure that you've chosen an influencer that is not only a good fit for your brand, but also for the campaign you want to run. Additionally, it is obvious when influencers are only working with brands to be given free gifts or for the money. Consider choosing an influencer who might already be a customer of yours. Previous customers who have will already be fan of the brands and will be more authentic in the content they create.

Constantly monitor the success of your content. Test new content formats as they gain popularity to see which work best for your audience. Remember what works for one audience, won't work for another so you need to be using your analytics alongside some level of trial and error to determine which content resonates with and engages your particular audience best.

I believe the most important step is to identify relevant social media platforms. Each platform has a unique audience and content format. For example, Instagram is great for visual content, while Twitter is more suited for short-form text updates. By identifying which platforms are most relevant to your audience, you can optimize your content and effectively reach your target audience.