Effective Content Marketing Using Influence Intelligence {eBook}

Effective Content Marketing Using Influencer Intelligence

Copyright © 2013 Appinions. All rights reserved.

•  Content Marketing 101 •  Benefit of content marketing for your business •  How influence marketing can help optimize content marketing •  Influence insights for content discovery •  Influence insights for content development •  Influence analytics to measure content amplification •  Use cases: Influence-driven Content Marketing

–  Topic Discovery & Content Development –  Content Development –  Content Development & Content Measurement

In this eBook

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What is content marketing? •  Creating and distributing relevant and valuable content to attract,

acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action

•  B2B and B2C companies, and small and enterprise businesses, all use content marketing as part of their marketing plans –  9 out of 10 B2B marketers use content marketing –  Marketers spend a quarter of their marketing budget, on average, on

content marketing

•  Content marketing is sometimes called “inbound marketing”: generating content which attracts customers to you, instead of prospecting out to them

Content Marketing 101

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http://contentmarketinginstitute.com/what-is-content-marketing/ http://contentmarketinginstitute.com/getting-started/


Content marketing has a long history

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Marketers then and now struggle with how to approach content marketing most effectively. For most efforts, quality is key.


•  Use content marketing to: –  Drive traffic to your website, store or location –  Create brand awareness –  Assist with search engine optimization (SEO) –  Humanize your brand, providing a voice and personality –  Educate & entertain potential and current clients –  Be a catalyst for lead generation –  Create visibility for executives and other company thought leaders

Content marketing can help your business

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•  Influence marketing is about leveraging influencers’ opinions about your brand

•  Content marketing is about developing content which will benefit your brand

Influence marketing and content marketing are like….

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Influencer intelligence paired with content can insert trust into your content marketing efforts: a perfect team.


•  As we describe in our eBook, Marketing Through Trust, the number of touchpoints a buyer goes through on the purchasing journey has expanded

•  Influence-driven content marketing can help create trust points™ on that journey

Content can also provide trust points™

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http://appinions.com/whitepapers/marketing-through-trust-leveraging-influence-in-the-consumer-purchasing-process/


Ways you might collaborate with influencers to create content for your company:

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An influencer may help you create all or part of: •  Blog posts (or your entire blog may be written by

influential bloggers)

•  White papers and eBooks •  Videos, Vines and Instagrams

•  Panels, talks and other events (online and offline) •  Checklists, toolkits and other resources


There are three primary ways influence marketing can help optimize content

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Topic Discovery

Content Measurement

Content Development

Influence- Driven

Content Marketing

Optimization


Topic Discovery

By understanding the key topics, themes and opinions of the influencers in your industry or vertical, you can inform your own content efforts. How to get started:

1.  Identify the influencers in your industry 2.  Follow them to track the topics they write about

and share 3.  Determine which of their opinions and messages

receive the most amplification and attention

4.  Develop your desired themes and topics based on the successes you observe

Influencer topic discovery identifies key topics for your content efforts

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Content Development

Great content comes from great collaborations. Identify influencers you can work with to create valuable content. Here are the steps:

1.  Identify the influencers in your industry and track their content topics and themes

2.  Determine who might engage with your brand as content collaborators (paid or unpaid)

3.  Ask influencers for feedback or ideas on content direction

4.  Ask collaborators to help amplify your content (that which you collaborate on and other relevant content) through their channels, both social and offline

5.  You can also syndicate influencer content or collaborate with influencers on the development of new content

Influencer collaboration allows you to broaden your content production and amplification

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Influence analytics allow you to benchmark and measure your content against competitors or key industry players

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Determining the amplification and success of your content vs. others will help you understand where you need to focus.

Measure your success by: 1.  Identifying the influencers and competitors in your

industry and track their content topics and themes 2.  Benchmarking your content against theirs in

terms of: •  Content amplification: how many people shared it,

how far did it travel? •  Who are the most influential people engaging with

the content: comments, shares, Likes

Our influencer platform also provides an Influence Gap analysis, to help you understand the distribution of influencers engaged

with your content vs. your competitors’.

Content Measurement


Use Case: Topic Discovery & Content Development Appinions Data Journalism Group

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•  Our own internal Data Journalism Group uses the principles outlined in this eBook to create data-driven content we share with media outlets

•  We use our influence marketing platform to track influencers in various industry sectors, to determine which topics are timely and relevant in those sectors

•  We also use our platform to determine which media outlets we might collaborate with to create and amplify our content

•  In conjunction with the media outlets, we use data and insights from our platform to create stories and infographics for those outlets


Use Case: Content Development Silver Peak

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•  Silver Peak, an enterprise software company, has created an industry-leading blog

•  90% of posts are written by industry influencers, including current and former journalists and analysts

•  Collaborators amplify posts in their own social networks

http://blog.silver-peak.com/


Use Case: Topic Discovery & Content Measurement Fortune 500 Tech Company

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•  A Fortune 500 tech client uses Appinions’ Content Marketing module to identify prominent themes and trends to inform their content calendar

•  The client is able to measure the impact of their content on their brand Influence Score, and by examining the Influencer Gap™ for their brand vs. marketplace issues

•  They are now a more credible and authoritative source on their key themes, with directly-attributable increases in key performance metrics

To read more about this client’s success, please see our case study on our website

http://appinions.com/case-study/fortune-500-technology-company-increases-lead-conversion-with-content-optimization/

Copyright © 2013 Appinions. All rights reserved. 16

To learn more about our Content Marketing module,

click here for more information or video overview.

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Effective Content Marketing Using Influence Intelligence {eBook}

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