This week we take a specialised approach and analyse a niche vertical within the martech industry, Content Marketing. Our analysis of this audience is not a high-level influencer identification but a deep dive into the sub-categories within content marketing to identify the most relevant people to target for industry professionals. By analyzing this audience we work to identify the top influencers within those different categories.
There is always a newer channel, device, or strategy to reach your target consumers. With the growth and evolution of specializations within the market, the opportunities for content marketing are endless. Unsurprisingly, 91% of B2B marketers and 86% of B2C marketers use content marketing as a means to reach their audience (source: Content Marketing Institute) whilst marketing teams are dedicating approximately 30% of their budgets to content creation (source: Gartner).
After identifying the target audiences associated to these companies (over 6.7 million profiles) we used Audiense Insights to generate an Influencers Report that uncovered 20,000 influencers. We then carried out a detailed analysis of this report to create rankings of the most prominent influencers of a few of the most relevant categories within the content marketing industry. Not only were we able to identify a variety of thought leaders, content marketing influencers and content distribution platforms but we were also able to highlight professional content creation services (with a prominent role for visual and design), marketing publications and content marketing platforms.