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.

1. Effective Content Marketing
Using Influencer Intelligence

2. 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

3. 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/

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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.

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• 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

6. 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.

7. 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

8. Copyright © 2013 Appinions. All rights reserved.
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

9. 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

10. 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
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11. 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

12. Copyright © 2013 Appinions. All rights reserved.
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

13. 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

14. 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

15. Copyright © 2013 Appinions. All rights reserved.
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

16. 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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