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Case Study: Leveraging Influencer Insight to Create Content for your Brand


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This content marketing case study illustrates how Appinions uses influencer insights to create unique and meaningful content to increase their brand visibility and credibility. Read about this actionable model that all brands can replicate to boost their content marketing efforts.

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Case Study: Leveraging Influencer Insight to Create Content for your Brand

  1. 1. Leveraging Influencer Insight to Create Content for your Brand“ Forbes is pleased to be a partner with Appinions in the creation and development of data-driven journalism that informs and provokes debate among our more than 23 million monthly readership. Our recent story incorporating Appinions research on who is winning the influence battle over gun control drew over 200,000 readers ” and drove impassioned interaction, commentary and content sharing that is the goal of every story we do and mandatory in today’s social media driven world.   – Bruce Rogers, Forbes, Chief Insights OfficerCopyright © 2013 Appinions. All rights reserved.
  2. 2. About Appinions Appinions is an opinion-powered influence marketing platform that helps companies identify, analyze, monitor and engage with contextually relevant influencers across social and traditional media. The platform analyzes opinions, not mentions, to find credible thought leaders capable of affecting the opinions or perception of their audience. The Challenge Appinions wanted to show brands (their clients) how to tackle content marketing using big data analysis. While Appinions had a wealth of educational and thought leadership material in the form of blog posts and eBooks disseminated across owned properties, the company wanted to create new content that would resonate with audiences in various industry verticals. In order to do this and get in front of the right audience, Appinions needed to: •  Identify and secure content partners who would benefit from the insights •  Produce meaningful content that spoke to larger industry themes but also illustrated the value of the platform The Solution To tackle this challenge, Appinions formed the Data Journalism Group which uses the influence platform to create content for targeted sectors and events.Copyright © 2013 Appinions. All rights reserved. 2
  3. 3. Implementation Using the platform, Appinions set up topics around select industry and current events. Appinions used features from the platform to prompt unique story angles around these events. The platform provided: •  Specific opinions from influencers and where/when the opinions appeared •  Where influencers ranked on the specified topics •  How brands/products were performing according to influencers in the context of a specific event •  What media outlets were the top producers of content on the topic •  Which opinions traveled the most These insights allowed Appinions to: •  Shape meaningful content based on the key issues that were top of mind for influencers •  Identify and secure content partners with a demonstrated interest in the subject matter Results To date, the Data Journalism Group has created content around a diverse set of topics that have been published by a number of notable media outlets. This goes to illustrate how even a small brand like Appinions can make a huge impact on their brand and others by effectively leveraging content marketing.Copyright © 2013 Appinions. All rights reserved. 3
  4. 4. Highlights •  Appinions increased brand visibility and credibility in high-profile media outlets and reach to diverse audiences: USA Today,, AOL Daily Finance, The Washington Times, Business Insider. •  Unique content provided to around the gun control debate made that particular article the most-read post site-wide for two days (with more than 200K views). •  Appinions built trust and credibility with premium media partners •  Media partners validated Appinions’ capabilities and messages that align with the brand. •  Appinions established greater visibility with prospective clients by redistributing content to specific vertical targets. Media Coverage: NRA Winning the Influence Battle Over Gun Control Here’s Why Gun Control Keeps Failing: Charting Influence vs. Stamina Inside the Beltway: NRA ‘stamina’ Does NRA’s Single Voice Have Most Influence in Gun Debate? Intel is Surprise Winner at CES Who is Winning the Influence Battle at CES? Who Is The More Powerful Dead Brand Icon: Jesus Or Steve Jobs?Copyright © 2013 Appinions. All rights reserved. 4
  5. 5. The Big Guns of the Gun Control Debate Publish date: February 1, 2013Copyright © 2013 Appinions. All rights reserved. 5
  6. 6. The Most Influential Brands from CES Publish date: January 12, 2013Copyright © 2013 Appinions. All rights reserved. 6
  7. 7. Influence from the Grave Business Insider Publish date: October 31, 2012Copyright © 2013 Appinions. All rights reserved. 7
  8. 8. A Study of CMO Influence Publish date: October 12, 2012Copyright © 2013 Appinions. All rights reserved. 8
  9. 9. Please spread the word and share this case study!Copyright © 2013 Appinions. All rights reserved. 9