Is influencer marketing dead? Effective? Worth it? Ethical? Sustainable? Content marketing? Paid media? PR? An overhyped fad? Better than digital ads?

The autocomplete feature from the most popular search engine in the world, with its corporate mission “to organize the world's information…,”1 offers a fascinating glimpse into what questions the world is asking about any topic, at any given time. These search suggestions, or predictions (in the beginning of this paragraph), made me think about the intricacies of the influencer marketing

industry.

So many questions and so many different answers. There’s no question, however, that we live in a world where everything is getting more complex, where it’s impossible to keep up with all the information that is available at your fingertips—and knowledge alone just doesn’t cut it anymore. What we really need is synthesized wisdom, not additional information overload.

 

If you work with marketing (either for a brand or an agency), you’re probably reading this book because you believe that influencer marketing can play an important, perhaps even critical, role in your business. There’s a great chance that you’re a marketing professional, founder, or social media creator that has seen the rise of influencer marketing and how this new digital media landscape has transformed entire industries.

 

Contents

About the Author 

Introduction

Chapter 1: Origins 

Chapter 2: People Are Media Companies

Chapter 3: Influence Is an Outcome, Not a Profession 

Chapter 4: The Art and Science of Creativity 

Chapter 5: Creator-Centric Strategies 

Chapter 6: 1:1 Relationships at Scale 

Chapter 7: The Four-Step Influencer Marketing Framework 

Chapter 8: Measuring What Matters

Glossary 

 

With a passion for technology, marketing, and sales, Aron Levin co-founded Relatable to empower millions of content creators from all over the world. Clients include large consumer brands like Adobe, Google, Volvo, Ralph Lauren, Chiquita, and Heineken, but also brave directto- consumer start-ups like Lifesum, bioClarity, and MVMT Watches.

 

Aron is also known for his background at King Digital Entertainment (maker of Candy Crush and 100+ other games) where he led Advertising Operations and his role as Director, Growth at music-streaming service Spotify. He spends his time in Los Angeles, California, and Stockholm, Sweden, with his wife and two kids. He is also the author of The Content Marketing Calendar and the Relatable “Inner Circle” Newsletter that is published weekly to 100,000+ marketing professionals.

 

Savvy marketing teams at direct-to-consumer brands like Revolve, Gymshark, and Vanity Planet have played this transition to their advantage and spun up hundreds of millions of dollars in revenue by riding the influencer marketing wave. Art exhibitions (or museums, if you can call them that) like Color Factory, Museum of Ice Cream, and Egg House sell hundreds of thousands of

tickets in days,2 and there’s a 6-month waitlist to have your picture taken with a backdrop of giant cherries and marshmallow clouds. Even traditional brands

 While these companies, and many others, have certainly transformed entire industries and changed the way we think about marketing, their impeccable timing should not be mistaken for luck. They've had to overcome the same obstacles and challenges as everybody else, asking the very same questions that lead you to where you are at this very moment .

and much, much more...

 

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