How can you balance an influencer's content relevance and storytelling ability?

1 Content relevance

Content relevance is the degree to which an influencer's content matches your brand's message, values, and audience. Content relevance is important because it helps you attract and retain the attention of your ideal customers, who are more likely to trust and buy from you. To assess an influencer's content relevance, you can look at their topics, tone, style, format, and frequency of posting. You can also use tools like BuzzSumo or SocialBlade to analyze their engagement rates, reach, and growth.

2 Storytelling ability

Storytelling ability is the skill of creating and delivering captivating and memorable stories that connect with your audience on an emotional level. Storytelling ability is important because it helps you differentiate your brand from the competition, build loyalty and trust, and inspire action. To evaluate an influencer's storytelling ability, you can look at their personality, creativity, authenticity, and influence. You can also use tools like Brandwatch or HypeAuditor to measure their sentiment, reputation, and impact.

3 Finding the balance

Finding the balance between content relevance and storytelling ability is not easy, but it is possible. You need to consider your brand's objectives, budget, and expectations, as well as the influencer's niche, audience, and performance. You can use a scoring system or a matrix to rank and compare influencers based on these criteria. You can also ask for samples of their previous work or run a test campaign to see how they perform.

4 Communicating your expectations

Once you have found the influencers who can balance content relevance and storytelling ability, you need to communicate your expectations clearly and effectively. You need to establish a mutual understanding of your goals, guidelines, deadlines, and deliverables. You also need to provide feedback, support, and recognition to your influencers. You can use tools like Asana or Loomly to manage your communication and collaboration with your influencers.

5 Measuring your results

The final step in balancing content relevance and storytelling ability is to measure your results and optimize your strategy. You need to track and analyze the key performance indicators (KPIs) that align with your objectives, such as impressions, clicks, conversions, or sales. You also need to monitor and evaluate the quality and consistency of your influencer's content and stories. You can use tools like Google Analytics or TapInfluence to measure your results and ROI.

6 Improving your skills

Balancing content relevance and storytelling ability is a skill that you can improve over time. You need to keep learning from your experience, your data, and your feedback. You also need to keep up with the latest trends, best practices, and tools in influencer marketing. You can use resources like blogs, podcasts, courses, or books to sharpen your skills and knowledge.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?