Influencer Vs. Content Marketing: Which is Better?

You have a marketing budget, which means you have resources allocated to marketing. Within that budget, you have to decide how much money, time, and energy to distribute to each category. Generally speaking, the majority of your budget will more than likely fall under content and influencer marketing.

Yes, social and content marketing fall under the “influencer marketing” category. Because influencer marketing has been proven successful, it must be split into two focuses. This, in turn, is the reason the designation of budget and strategy are divided.

So which is better for your business, influencer marketing or content marketing?

Too Much Competition

In the world of content marketing, it’s fair to say that there’s an astronomical amount of competition. Your audience’s attention span is limited. This means you have to create astounding content to get them to spend a few seconds with you. –If you can grab their attention at all.

But, if you partner with an influencer, things become a bit easier. Influencers have dedicated audiences who pay attention to their content. This almost guarantees you brand attention, and the ability to systematically earn their trust. Leverage that same influencer to get your content in front of your audience a few times and now you’ve increased conversions.

Crappy Content

Let’s face it, a lot of the straight-up content marketing out there isn’t all that valuable, and in many cases, it’s pretty terrible.

Consumers have stopped digging for content online to solve their problems. Instead, they turn to influencers in that nice for answers.

For example: If a person wants to know which phone to purchase, they will most likely watch review videos of an influencer v. reading reviews.


There are buying triggers that your content marketing must tap into in order to motivate a purchase or conversion. These triggers include reciprocity, authenticity, trust, credibility, authority, and likeability. With content, it can take a long time to build these connections with your audience and readers.

Influencers have already established this connection with their audience. What does this do for you? It means one mention or collaboration between you and an influencer can create conversions that would have otherwise taken months. It’s more expedient to leverage influencers.

So: Which is better for your business, content marketing or influencer marketing? Honestly, you still want to engage in both. However, consider increasing your influencer marketing budget. It will likely help you attain your marketing goals more quickly and deliver a better return on your investment.

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Anthony Santiago is Director of Marketing at Newswire. With over a decade of experience in PR, he helps ensure that clients understand the value of brand messaging and reach.

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