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Understanding Martech Niches: Content Marketing's TOP influencers

Oct 5, 2018 10:32:36 AM

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).

Similar to the method used when analyzing the chatbots industry, we go back to basics to identify the key players within the vertical by analysing the Marketing Technology Landscape of 2018 (developed by chiefmartec.com) which consists of more than 230 avid content marketing organizations.

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.

Top 5 Content Creation Professional Services

  1. Fiverr
  2. Dribbble
  3. Media Wise Marketing
  4. Influence & Co.
  5. markITwrite

Audiense Insights - Martech 2018 - Content Marketing - Top 5 Content Creation Professional Services

Top 5 Content Creation Softwares

  1. Adobe Photoshop
  2. Adobe Lightroom
  3. Grammarly
  4. Visually
  5. Canva

Audiense Insights - Martech 2018 - Content Marketing - Top 5 Content Creation Softwares

Top 5 Marketing Media

  1. Adweek
  2. eMarketer
  3. Campaign: Brands
  4. Marketing Land
  5. razorsocial

Audiense Insights - Martech 2018 - Content Marketing - Top 5 Marketing Media

Top 3 Content Marketing Platforms

  1. NewsCred
  2. Curation Suite
  3. Contently

Audiense Insights - Martech 2018 - Content Marketing - Top 3 Content Marketing Platforms

Top 10 Content Distribution Platforms

  1. Medium
  2. Pinterest
  3. WordPress.com
  4. Tumblr
  5. SoundCloud
  6. Spotify
  7. RebelMouse
  8. LinkedIn SlideShare
  9. Issuu
  10. Blogger

Audiense Insights - Martech 2018 - Content Marketing - Top 10 Content Distribution Platforms

Top 5 Photos and Visual Content Marketplaces, Communities and Organisations

  1. Flickr
  2. 500px
  3. Getty Images
  4. Magnum Photos
  5. Shutterstock

Audiense Insights - Martech 2018 - Content Marketing - Top 5 Photos and Visual Content Marketplaces Communities and Organisations

Top 5 Content Amplification Platforms

  1. AddThis
  2. ShareThis
  3. Scoop.it
  4. Paper.li
  5. Shareaholic

Audiense Insights - Martech 2018 - Content Marketing - Top 5 Content Amplification Platforms

Top 10 Content Marketing MacroInfluencers

  1. Guy Kawasaki
  2. Jeff Bullas
  3. Ann Handley
  4. Content Marketing Institute
  5. Martin Jones
  6. Joe Pulizzi
  7. Matt Heinz
  8. Michael Brenner
  9. Dede Watson
  10. Steve Farnsworth

Audiense Insights - Martech 2018 - Content Marketing - Top 10 Content Marketing Macroinfluencers

Top 10 Content Marketing Microinfluencers

  1. Alan See
  2. Lilach Bullock
  3. Barry Feldman
  4. AJ Ghergich
  5. Rick Ramos
  6. Mark Crosling
  7. Rahul Agarwal
  8. Amber Naslund
  9. Mike Allton
  10. Stephanie Diamond

Audiense Insights - Martech 2018 - Content Marketing - Top 10 Content Marketing Microinfluencers

If you are interested in identifying the best influencers for your brand give Audiense Insights a try. Request your demo NOW and uncover who they are!

Photo by Shelby Miller on Unsplash.

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