Influencer Marketing vs. Influence Marketing with Jason Falls
b'"I\'ve always considered public relations to be influencer marketing\\u2014you\'re trying to find a third party to borrow some trust from." When it comes to trust, there\'s no one I trust more on the subject of digital marketing strategy than Jason Falls. As an agency marketer, podcast host, and author of three books including his latest\\u2014Winfluence\\u2014I couldn\'t wait to talk with him on this week\'s episode of the On Brand podcast.\\nAbout Jason Falls\\nJason Falls solves problems. Most of the time they have to do with digital marketing for Cornett, a full-service advertising agency based in Lexington, Ky., where he leads digital strategy and hosts two marketing podcasts (Digging Deeper and Winfluence). His work has touched a number of major brands and has been recognized with several national and many regional awards including a 2020 Shorty Award for his influencer marketing work. He has worked with a number of the world\\u2019s most iconic brands including Buffalo Trace, Weller, 1792, Jim Beam and Maker\\u2019s Mark bourbons, GE Appliances, AT&T, Valvoline, Humana, Rawlings, Tempur-Pedic, Fireball Whisky, General Motors, and more. His third book, Winfluence: Reframing Influencer Marketing to Ignite Your Brand, was published in February 2021 from Entrepreneur Press. He loves the kick-ass state of Kentucky, sports, and bourbon.\\nEpisode Highlights\\nBourbon content that fit the moment perfectly. As we began our conversation, I pointed to one of Jason\'s clients\\u20141792 bourbon. Specifically, I mentioned their content strategy around the high-end drinking experience and style. To execute something like this, \\u201cYou have to ask\\u2014what are our content pillars? What are the lifestyle touchpoints that go with this brand?\\u201d\\xa0\\nDeveloping an effective content strategy. Jason walked us through a fictional process using Oreo as an example with \'fun\' and \'delight\' as content pillars.\\nInfluencer marketing vs. influence marketing. As the title of his new book Winfluence suggests, Jason encourages us to drop the R off of \'influencer\' marketing. When you do this, you broaden the approach.\\nHow do you measure influence marketing? \\u201cIt all starts with the goal,\\u201d Falls stressed for both beginning and measuring an influence marketing campaign. He also shared ideas for setting up helpful \'data traps\' for providing regular insight.\\xa0\\xa0\\nWhat brand has made Jason smile recently? Jason looked no further than his Blue Yeti podcasting microphone, which we both use. Specifically, Jason pointed to their sound quality and that it makes him think of his radio days.\\nTo learn more, go to jasonfalls.com and check out his Winfluence book site.\\nAs We Wrap \\u2026\\nDid you hear something you liked on this episode or another?\\xa0Do you have a question you\\u2019d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.\\nOn Brand is sponsored by my book\\xa0Brand Now.\\xa0Discover the seven dynamics to help your brand stand out in our crowded, distracted world.\\xa0Order now and get special digital extras.\\xa0Learn more.\\n\\n\\nSubscribe to the podcast\\xa0\\u2013 You can subscribe to the show via\\xa0Apple Podcasts,\\xa0Spotify,\\xa0Google Play,\\xa0Stitcher,\\xa0TuneIn, and\\xa0RSS.\\n\\n\\nRate and review the show\\xa0\\u2013 If you like what you\\u2019re hearing, head over to\\xa0Apple Podcasts\\xa0and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast.\\n\\n\\nOK. How do you rate and review a podcast?\\xa0Need a quick tutorial on leaving a rating/review in iTunes?\\xa0Check this out.\\n\\nUntil next week, I\\u2019ll see you on the Internet!\\nLearn more about your ad choices. Visit megaphone.fm/adchoices'