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.

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 Officer
Copyright © 2013 Appinions. All rights reserved.

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. 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. Highlights
• Appinions increased brand visibility and credibility in high-profile media
outlets and reach to diverse audiences: USA Today, Forbes.com, AOL
Daily Finance, The Washington Times, Business Insider.
• Unique content provided to Forbes.com 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. The Big Guns of the Gun Control Debate
Forbes.com Publish date: February 1, 2013
Copyright © 2013 Appinions. All rights reserved. 5

6. The Most Influential Brands from CES
Forbes.com Publish date: January 12, 2013
Copyright © 2013 Appinions. All rights reserved. 6

7. Influence from the Grave
Business Insider Publish date: October 31, 2012
Copyright © 2013 Appinions. All rights reserved. 7

8. A Study of CMO Influence
Forbes.com Publish date: October 12, 2012
Copyright © 2013 Appinions. All rights reserved. 8

9. Please spread the word and share this case study!
Copyright © 2013 Appinions. All rights reserved. 9