Effective Content Marketing Using Influence Intelligence {eBook}
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Effective Content Marketing Using Influence Intelligence {eBook}

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Our latest eBook, Effective Content Marketing Using Influence Intelligence, helps crack the code on the most valuable content marketing - that which is endorsed, created or shared by influencers. ...

Our latest eBook, Effective Content Marketing Using Influence Intelligence, helps crack the code on the most valuable content marketing - that which is endorsed, created or shared by influencers. Because content marketing is not just "if you build it, they will come"; you need to ensure that your words, and images/video, will be seen and heard by the customers and prospects who really matter to you.

Our eBook covers:
What is content marketing?
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
Plus three use cases illustrating the convergence of content marketing with influence marketing

Download our free eBook today to begin, or jump-start, your content marketing efforts immediately.

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Effective Content Marketing Using Influence Intelligence {eBook} Effective Content Marketing Using Influence Intelligence {eBook} Presentation Transcript

  • 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 2
  • Copyright © 2013 Appinions. All rights reserved. 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 3 http://contentmarketinginstitute.com/what-is-content-marketing/ http://contentmarketinginstitute.com/getting-started/
  • Copyright © 2013 Appinions. All rights reserved. Content marketing has a long history 4 Marketers then and now struggle with how to approach content marketing most effectively. For most efforts, quality is key.
  • Copyright © 2013 Appinions. All rights reserved. •  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 5
  • Copyright © 2013 Appinions. All rights reserved. •  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…. 6 Influencer intelligence paired with content can insert trust into your content marketing efforts: a perfect team.
  • Copyright © 2013 Appinions. All rights reserved. •  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™ 7
  • Copyright © 2013 Appinions. All rights reserved. Ways you might collaborate with influencers to create content for your company: 8 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
  • Copyright © 2013 Appinions. All rights reserved. There are three primary ways influence marketing can help optimize content 9 Topic Discovery Content Measurement Content Development Influence- Driven Content Marketing Optimization
  • Copyright © 2013 Appinions. All rights reserved. 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 10
  • Copyright © 2013 Appinions. All rights reserved. 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 11
  • Copyright © 2013 Appinions. All rights reserved. Influence analytics allow you to benchmark and measure your content against competitors or key industry players 12 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
  • Copyright © 2013 Appinions. All rights reserved. Use Case: Topic Discovery & Content Development Appinions Data Journalism Group 13 •  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
  • Copyright © 2013 Appinions. All rights reserved. Use Case: Content Development Silver Peak 14 •  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
  • Copyright © 2013 Appinions. All rights reserved. Use Case: Topic Discovery & Content Measurement Fortune 500 Tech Company 15 •  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
  • Copyright © 2013 Appinions. All rights reserved. 16 To learn more about our Content Marketing module, click here for more information or video overview. Share this ebook