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How to Maximize the True Long Term Value of Influencer Marketing

Authors: Heidi Sullivan Randi Dukes
Posted Under: Influence Pros Podcast
About Influence Pros Podcast:

Influence Pros is the weekly show where professionals learn about case studies and success stories in the fast-growing world of influencer and advocate marketing. Hosted by Heidi Sullivan of Cision and Julianna Vorhaus of TapInfluence, the show chronicles how B2C and B2B companies are working with online influencers and customer advocates to grow reach, engagement, and conversions. View all shows—including free downloadable resources—at

Randi Dukes, Creator of Dukes and Duchesses, joins the Influence Pros Podcast to reveal the hard work behind the scenes, the residual perks of evergreen content, and the essential nature of an organic fit with brands.

Randi Dukes_InstagramDelicious Long Term Value

What’s more delicious than apple pie?
Not much, but long-term ROI from blog posts comes to mind!
Randi Dukes is a savvy and successful blogger and creator of Dukes & Duchesses. An influencer herself, she has mastered the techniques to give her blog posts lasting utility. She advocates for a natural fit between influencer and brand, understanding the immense work that goes behind content creation and the joy of finding new ways to speak to your key demographic.
Dukes & Duchesses is a DIY project and lifestyle blog that contains everything from inventive recipes to innovative home projects where Randi enjoys “creating our place in the world”.

In This Episode

  • Why it’s advantageous to only work with brands that fit your audience
  • How to create evergreen content that lends itself to long-term searchability  
  • Why it is important to understand the true value of your blogging voice
  • How to put in the work behind the scenes to make content creation look easy
  • How to maximize your SEO for your blog posts


Quotes From This Episode

“I will only work with brands that are a natural fit for me.” —@DukesnDuchesses
“Value what you do because the voice that you have, and the audience that bloggers have, is really worth something.” —@DukesnDuchesses

“I think brands need to realize that they’re scoring so big to work with bloggers. When you think about the influence that a blogger has, it’s really amazing. We have an audience of people that are willing to listen to what we say, especially if we’ve built up an authentic relationship. They’re willing to hear what we have to say, willing to look at products that we like.” @DukesnDuchesses

“You’re almost getting a lifetime ad with bloggers.” —@DukesnDuchesses
“My goal in every campaign is to think about how can I showcase this product or idea in a way that hasn’t been done before and that will make my readers come back for more and keep pinning it.” @DukesnDuchesses
“If you just spout out a lot of messages but nobody ever follows up on it, you’re probably not a good influencer.” @DukesnDuchesses



Would You Rather

Would you rather never be able to eat warm food again or never be able to eat cold food again?
Oh, wow. I would say cold food. I love a hot meal.
Would you rather be stung by a jellyfish or pricked by a porcupine?
I’m going with porcupine. You know the solution to getting stung by a jellyfish, right?
Would you rather that your private diary be published, or that a tape be released of you singing loudly in the shower?
Equally awful. This is why I don’t write a diary, but I’m definitely going with in the shower.

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