Influencer Marketing vs Content Marketing: How to Leverage Influencers for Content Marketing

Influencer Marketing vs Content Marketing: How to Leverage Influencers for Content Marketing

In today's fast-paced digital landscape, brands and agencies are constantly seeking innovative ways to capture the attention of their target audience and create meaningful connections. Two strategies that have gained significant traction in recent years are influencer marketing and content marketing. While both are powerful on their own, the real magic happens when these two strategies are combined to create a compelling and engaging brand narrative. 

In this post, we'll delve into the realms of influencer marketing and content marketing, exploring the differences, synergies of content marketing and influencer marketing, and how to effectively leverage influencers for your content marketing strategies.

Influencer Marketing vs Content Marketing: How to Combine Both

What is Content Marketing?

Content marketing revolves around the creation and distribution of valuable, relevant, and consistent content to attract and retain a specific target audience. This content can take various forms such as blog posts, videos, infographics, podcasts, and more. The primary goal of content marketing is to establish brand authority, educate the audience, and foster trust by delivering content that addresses their pain points, challenges, and interests. A well-crafted content marketing strategy involves identifying the target audience, selecting appropriate content formats, and distributing the content through various channels.

What is Influencer Marketing?

Influencer marketing, on the other hand, involves collaborating with individuals who have a significant and engaged following on social media or other digital platforms. These individuals, known as influencers, have the power to sway the opinions and behaviors of their followers. Influencer marketing is about leveraging the credibility and reach of these influencers to promote a brand, product, or service. It often takes the form of sponsored posts, reviews, unboxing videos, and other content formats that seamlessly integrate the brand's message into the influencer's content.

What is the Difference between Content Marketing and Influencer Marketing?

The distinction between content marketing and influencer marketing lies in the content creators and distributors. Content marketing involves the brand itself creating and disseminating content through its own channels, while influencer marketing involves collaborating with external influencers who create and share content on their platforms. However, these strategies are not mutually exclusive, and combining them can yield remarkable results which we will explain further later.

What is the Difference between an Influencer and Content Creator?

The terms "influencer" and "content creator" are often used interchangeably, but they do have distinct connotations and roles in the digital marketing landscape. Let's explore the differences between these two roles:


An influencer is an individual who has established credibility, authority, and a significant following within a specific niche or industry. Influencers have the power to affect the opinions, behaviours, and purchasing decisions of their followers due to their expertise and authenticity. They typically create content that resonates with their audience and engage in conversations, discussions, and collaborations related to their niche. Influencers may work across various platforms such as social media, blogs, YouTube, podcasts, and more.

Key Characteristics of an Influencer:
  • Has a substantial and engaged follower base.
  • Possesses expertise and knowledge in a particular niche.
  • Influences the opinions, actions, and decisions of their followers.
  • Collaborates with brands for sponsored content or partnerships.
  • Focuses on building relationships and trust with their audience.

Content Creator:

A content creator is an individual who generates various forms of content across digital platforms. This content can encompass a wide range of formats, including articles, videos, images, infographics, podcasts, and more. Content creators may not always have a massive following or the intention to influence their audience's decisions. Their primary goal is to produce high-quality, valuable content that educates, entertains, or informs their audience.

Key Characteristics of a Content Creator:
  • Creates content in various formats and styles.
  • Focuses on producing engaging and informative content.
  • May not always have a large follower base or intent to influence.
  • Often prioritises creative expression and storytelling.
  • Content may or may not be related to a specific niche.

Key Distinctions:

  • Focus and Intention: Influencers focus on building a personal brand and influencing their audience's opinions and decisions while content creators primarily focus on crafting compelling content.
  • Audience Relationship: Influencers build a strong connection with their followers and often engage in direct conversations, while content creators may have a more one-sided relationship with their audience.
  • Engagement vs. Creation: Influencers' impact is often measured by engagement metrics and the actions their followers take, while content creators may prioritize the quality and creativity of their content over audience engagement.
  • Monetization: Influencers often monetize their influence through brand partnerships and sponsored content, while content creators may generate revenue through ad revenue, subscriptions, or other methods.

In essence, while all influencers are content creators, not all content creators are influencers. Influencers have the added layer of having a significant impact on their followers' decisions and actions due to their established credibility and authority within a specific niche. Content creators, on the other hand, may create content for various purposes without the primary goal of influencing others.

Why Should You Combine Content Marketing and Influencer Marketing?

Combining content marketing and influencer marketing can create a powerful synergy that amplifies your brand's reach, engagement, and impact. According to HubSpot, 1 in 4 marketers are utilising influencer marketing. Here are several compelling reasons why you should consider leveraging both strategies together:

  • Expanded Reach and Audience Targeting:

Content marketing helps you reach your target audience through valuable and relevant content. When combined with influencer marketing, you tap into the influencer's established and engaged audience. This allows you to expand your reach to a new and potentially receptive audience that aligns with your target demographics.

  • Enhanced Credibility and Trust:

Influencers have already built trust and credibility with their followers. When they endorse your brand or content, it carries a level of authenticity that can be hard to achieve through traditional advertising. This endorsement helps establish trust with your audience, making them more receptive to your messaging.

  • Humanising Your Brand:

Influencers add a human touch to your brand by connecting your products or services with relatable faces and voices. This humanisation can make your brand more approachable and relatable, strengthening the emotional connection with your audience.

  • Diverse Content Formats:

Influencers are skilled content creators who often excel in various content formats, such as videos, stories, posts, and more. This diversity complements your content marketing efforts, enabling you to deliver your message in creative and engaging ways that resonate with different segments of your audience.

  • Leveraging Influencer Creativity:

Influencers bring their unique creativity and style to collaborations. Their fresh perspectives and creative ideas can inject new life into your content marketing campaigns, making them more appealing and memorable.

  • Faster Content Creation:

Collaborating with influencers can expedite your content creation process. They have the skills and resources to create content efficiently, saving your brand time and resources.

  • Higher Engagement Rates:

Influencer-generated content often sees higher engagement rates compared to traditional brand-created content. The influencer's loyal followers are more likely to interact, like, share, and comment on content that's presented by someone they trust.

In summary, combining content marketing and influencer marketing leverages the strengths of both strategies to create a holistic approach that engages, educates, and converts your audience. The authenticity, reach, and creative input of influencers enhance your content's impact, leading to a more powerful and effective marketing campaign.

How to Combine Influencer Marketing and Content Marketing

  • Define Your Objectives of Your Content Marketing Campaign: Start by outlining your content marketing and influencer marketing goals. Are you aiming to increase brand awareness, drive website traffic, boost conversions, or all of the above? Clear objectives will guide your content strategies.
  • Identify the Right Influencers: Use influencer marketing software or platform such as StarNgage+ to look for influencers or content creators whose values align with your brand's message. Analyze their audience demographics, engagement rates, and authenticity to ensure a meaningful partnership and a successful influencer marketing campaign.
  • Collaborative Content Creation: Involve influencers in the content creation process. Their input can bring a unique perspective and resonate better with their followers. Whether it's a joint blog post, a co-hosted webinar, or an Instagram takeover, collaboration is key. For example, you can invite an influencer to promote your products while running a giveaway by giving away free products to the winners.
  • Seamless Integration: The content should seamlessly integrate the influencer's style and the brand's message. The goal of your marketing campaign is to create content that feels organic, not forced.
  • Amplify the Content Through Influencer Channels: Once the content is created, encourage influencers to share it on their social media platforms. Their endorsement and reach will give your content a wider audience and higher credibility.
  • Track and Analyze the Influencer Marketing Campaign: Monitor the performance of your combined efforts. Track metrics such as engagement rates, website traffic, and conversions to gauge the effectiveness of your marketing strategy.

In A Nutshell

In conclusion, while content marketing and influencer marketing have their own merits, their combination can create a powerhouse strategy that resonates deeply with the audience. The authenticity and reach of influencers enhance the impact of your content marketing initiatives, resulting in higher engagement and conversions. By strategically aligning your brand with influencers and crafting content that speaks to your target audience, you can achieve remarkable results and foster lasting connections.

Ready to see the magic unfold? Request a demo today to discover how the fusion of influencer marketing and content marketing can elevate your brand to new heights while finding out how our influencer marketing platform can support your influencer marketing strategies!

  • influencer marketing
  • content marketing

Vinsy is the product marketing manager at StarNgage with years of experience in project management and influencer marketing. Thanks to project management she has a thorough understanding of the digital marketing landscape and importantly the role influencer marketing plays alongside, or as a support to, other marketing tactics such as content marketing and social media marketing. With her expertise, she can come out with ideas of an influencer campaign that aligns with your brand and resonates with your target audience.