Because of the ubiquitous nature of blogs, journals and other destinations to consume industry information, launching a content site that is relevant and engaging enough to attract prospective customers is more difficult than ever. As a result, a Fortune 500 technology client sought to use influencer insights before and during the development of a new curated content hub, with the purpose of driving brand thought leadership and ultimately enhancing lead generation efforts.

1. Fortune 500 Technology Company
Increases Lead Conversion with
Content Optimization
Case Study:

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The Challenge
Because of the ubiquitous nature of blogs, journals and other destinations to
consume industry information, launching a content site that is relevant and
engaging enough to attract prospective customers is more difficult than ever.
As a result, a Fortune 500 technology client sought to use influencer insights
before and during the development of a new curated content hub, with the
purpose of driving brand thought leadership and ultimately enhancing lead
generation efforts.
The Solution
The client employed the Content Optimization module which provides
three key components to guide the creation of content that is both
engaging and shareable.
• Content Discovery: The client identified the three most prominent
themes and trends based on influencers’ discussions that drove their
content calendar.
• Influencer Engagement: The client engaged with influencers on key
issues as identified by the content discovery report to
write, contribute, and seed content.
• Influence Analytics: The client is able to measure the impact of the
influencer program through analysis that shows the increase in the
brand influence score as well as the positive change in the influence
gap on the selected marketplace issues.

3. Results
In the three marketplace issues selected for benchmarking, the client
increased their brand influence score by at least 20%, making them a more
credible and authoritative source on those key themes.
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 topic-specific thought leaders capable of
affecting the opinions or perception of their audience.
Content Hub & Home
Landing Page Views
• The content hub leads produced 1.5x more
pipeline than the average relationship lead
(client data)
• The content hub leads boasted 10% higher
follow-up than the average relationship leads in
US & CA (client data)
• The client optimized their budget by achieving
the lowest incremental CPL (cost per lead)
Hub Launch
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As a result of using the Content Optimization module:

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