Ste Davies' Digital Influence Podcast

Scott Guthrie is a former management consultant and digital director at global PR agency Ketchum specialising in influencer relations. Today he works with brands, agencies and platforms to generate meaningful results from smarter influencer marketing decisions. Scott offers best practice advice and implementation across the entire influencer marketing workflow. His blog sabguthrie.info has been designated a top 10 PR industry blog by Vuelio. When it comes to the growing field of influencer marketing and relations there is no one more clued up on the subject. Podcast transcription. Stephen Davies: Scott, welcome to the podcast. Scott Guthrie: Well that was a glowing introduction. Thank you very much. I hope you're recording this so I can play it back to my mum. SD. It's a pleasure. We'll get straight into it. In terms of the influencer marketing landscape, can you give us a topline overview of the current state of influencer marketing and where we're heading? SG: We're at an inflexion point. For the las