Complex Made Simple

How influencing your audiences through content creation is key

ITSMA, the leadership community for B2B marketers in the connected economy, has announced Dubai-based SILX as a finalist in its 21stAnnual Marketing Excellence Awards Program in the ‘Driving Business through Thought Leadership’ category.

This serves as a huge acknowledgment of the key role content marketing has to play in delivering success throughout both B2B and B2C industries, with better brand building and cleaner lead generation.

“This approach is fast gaining popularity elsewhere, with over half of US businesses now using some form of content marketing. And while the UAE has been slow to add content marketing to the digital marketing framework, we are now seeing many forward-thinking businesses catching up here,” says SILX.

SILX aims to deliver consistent, engaging, lead-generating content using articles, infographics, and animations for more than 20 clients.

Read Influencer marketing reaps 960% ROI: Is the ME following the trend?

Moneymaker if done well

William Gardner, is the founder of Content Creators Conference, scheduled for October 16th, 2018 at the city’s FIVE Hotel on the Palm Jumeirah, offering a power-packed combo of insights to help professionals and brands lift their content to new heights.

He told AMEinfo that “The key to content is to stick to what you know the most about so you can talk and produce content consistently.”

“For people to follow you, they need to see there is something consistently being produced, so they want to see what’s next.”

Gardner suggests one can make money from the brand.

“All industries can benefit from content creation. The reality is in the digital age of AI and social media, people still do business with people. People displaying their brand and personal story with content will build brand awareness and creditability in the marketplace.”

What remains unclear is the influencer legislation that the UAE has put in place, which many believe could restraint the role of influencers that many companies are increasingly using to bolster brand recognition and trust.

Read Influencer marketing: There are still many challenges

Impact of influencer law

According to Gardner, the new social media influencer law has created engaging debates, but it is a positive thing for the industry.

“This now makes the industry more professional by requiring a license. Many of the influencers who are not serious about their content will go away and the ones who are serious will only grow,” says Gardner.

“For the brands, this is the best thing that could have happened. Right now there isn’t a lot of brand loyalty in the market with influencers. This can lock them to be exclusive to their brand and control the quality of the content that’s being produced.”

Gardner is also the CEO of digital marketing and SEO agency. He brings to his role 15 years of global experience in business development, sales, and marketing across companies small to large. The agency helps clients build compelling footprints in the online world through a portfolio of services that include digital marketing, SEO and content marketing.

“The influencers need to get a license or sign with an agency like 8Marketing so they can operate legally,” says Gardner.

“We control and create all the content for the influencers, which only grows their personal brand with quality content, and we make sure only the members content gets posted for the brands.”

Read 3 things you’re missing if your digital marketing doesn’t involve content

Graph courtesy of ADWEEK

What the influencer law says

Talking about the electronic media regulations released by the National Media Council in March and how it affects the social media influencer industry Lee McMahon, principal and co-founder of Support Legal, told Gulf News that the Electronic Media Regulations do not include an express definition for social media influencers.

Instead, the regulations describe that online activities, which if carried out for commercial purposes, would require a license from the National Media Council (NMC).

These activities include selling or otherwise dealing in print, video, and audio materials; electronic publishing activities and on-demand printing; specialized websites including news websites and online advertisements and application.

Influencers must have a trade license before they can apply for the special e-media license, according to the draft law, enabling them to post content that advertises or endorses brands on social media.

A trade license varies depending on the type, the authority and the location that is chosen but the e-media license is set at Dh15,000 ($4,000), according to the UAE daily The National.