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Posted on December 11, 2014 by Jonah Bliss

Measuring Content Marketing Success with Appinions’ Active Attention Scores

Quantifying your results is the capstone to any successful marketing campaign. Yet as we showed earlier in Measurements for Marketers – Defining Successful Content, a whopping 90% of content marketers are unsure that they’re being effective in measuring their content’s success.

Defining and tracking success is hard in any field, but in a space like content marketing the challenge is even larger. It’s a rapidly growing market with no clearly defined leader (unlike the way that say search marketing is dominated by Google) – meaning that there are many voices still making their cases about why their system is the “best.” As we saw, that’s left the content metrics field fragmented, and while the various measurement systems have made great strides in improving from their original form of newsroom centric metrics like pageviews and social shares, they still leave much desired. Fortunately, Appinions unique “Active Attention Score” finally gives marketers a number to assess their overall content success.

What Is Content Marketing’s Goal?

A recent survey showed that the goal behind most content campaigns is to build brand awareness (73% of respondents) and demonstrate thought leadership (45%). Given the subjectivity of these goals, measurement is inherently going to be a vexing question; but it’s clear that simple counting metrics like pageviews do nothing to address whether or not those objectives are being achieved.

Further, any metric that only speaks to pieces of content on an individual basis is not going to give marketers an answer to the big picture question of “is my content marketing working?” You may see that a few of your articles were popular, but are they adding up towards greater awareness for your brand, and an increased perception of thought leadership?

Active Attention – A Universal Metric of Content Success

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The crux of what content marketers want to know is how much attention is being paid to their brands, how that compares to key competitors and the industry as a whole, and how their content marketing efforts have increased that attention over time. Appinions gives marketers this exact insight, offering them an “Active Attention Score” that is universally comparable, letting you see how influential your brand, company, or product is, giving you the unique ability to compare that not just to your competitors, but anything of note – world events, marquee brands / products, truly anything being discussed by the world at large. Scores reflect both the quantity and quality of reaction garnered by the content and opinions you’ve shared, meaning the Wall Street Journal quoting your latest article would likely garner a larger jump in your score than say a few Twitter bots retweeting one of your social accounts.

By ingesting tens of millions of documents a day, parsing them with our proprietary natural language processing technology (based off of years of research at Cornell), and applying big data analysis, Appinions can measure how much attention is being paid to any given subject, finally giving marketers the ability to assess the aggregate impact of their disparate content marketing pieces.

Identify Unique Opportunities for Continuous Improvement

Finally having a score to understand your content’s success is powerful in its own right, but great metrics are always made stronger by being actionable: having directional feedback on how to take your current results and improve upon them. Appinions offers just that with our Opportunity Analysis tool.

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This tool lets you directly compare your Active Attention score to your industry as a whole, neutral news sources, key competitors, and executives. But the real power comes from not just the delta between scores, but the in-depth breakdown composing those numbers.

Screen Shot 2014-12-08 at 3.25.45 PMHere, you’ll be able to see which people and organizations are discussing your industry (or a competitor) and not your company (or vice versa.) With this information you’ll know precisely whom your content needs to target. Paired with the rest of our suite you can create content addressing the exact themes these sources desire, or reach out directly to fill this coverage gap with a paid placement on their sites.

A Virtuous Feedback Loop

Screen Shot 2014-12-08 at 3.06.18 PMCombining Appinions’ Active Attention and Opportunity Anaylsis metrics with the rest of our powerful content marketing suite gives content marketers unmatched insight and power. Now you’ll know what to write, who to seed it to, where to make native ad buys, and finally – how your content is performing.

Instead of guessing about what your audience might want, you now have data-driven insights guaranteeing your content will resonate, backed by a scoring algorithm to show you exactly how much your content is succeeding.

Appinions doesn’t replace your existing content marketing framework, it augments your processes to make them stronger. Pair our theme analysis with your existing writing process to feed your writers the best possible stories to cover; augment your native ad buys with our source analysis to understand the best homes for your stories; improve your seeding of content with our influencer analysis to see who is most likely to appreciate and promote your latest work. And now you can finally complement your existing metrics, which offer you some insight into the relative performance of your content assets, with our Active Attention Score, so you’ll see the aggregate impact of your content marketing campaigns.

Are you ready to see how Appinions for Content Marketing can drastically improve your content marketing efforts? Chat with our sales team to schedule a demo today.

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Posted on December 9, 2014 by Jonah Bliss

Measurements for Marketers – Defining Successful Content

No marketing campaign can justify its existence without meaningful analytics to prove its success. While marketers of the Mad Men era might have gotten away with putting up some slick magazine ads and hoping the phone started ringing off the hook, that just doesn’t cut it in the digital era. While many online marketing methods now have industry recognized metrics of success – say CPC and conversion rates for a search ad – a unified metric of content marketing success remains elusive.

That may have been fine when major brands were just starting to dip their toes into the content marketing waters. But now that it’s a multi-billion dollar market, the fact that 90% of marketers are uncertain that they’re effectively measuring content marketing success is an industry embarrassment. Let’s analyze how we got into this mess, the pros and cons of different measurement systems, and where the industry can go from here.

The Brand Newsroom Mentality

newspapersGiven terms like “brand journalist” and “custom content” it’s clear that content marketing has its roots in the traditional aspects of non-branded content – great stories, powerful voices and meaningful investigations wrapped into a unified voice and home. The same forces that made the New York Times, The Atlantic and then more modern outlets like Gawker and Vox so impactful is equally applicable to best-in-class content marketing productions: the Amex Open Forums and Cisco Internet of Everythings of the world.

Keeping in that tradition, the earliest content marketing metrics were also lifted from the scorecard traditional online publishers used to define success – measurements like pageviews and social shares. A recent study showed that this connection still holds strong, as these were the two most frequently used metrics of success used by content marketers, at 69 and 65 percent, respectively.

A House Built on Pageviews

A House Built on Pageviews

Pageviews make perfect sense for an online publisher like the New York Times or Buzzfeed; after all, more pages viewed means more ads served, and fundamentally most newspapers (online or not) are in the ad selling business. Social shares makes sense as an abstraction of the same rule – if an article is shared a lot, that means more people will see a link to it, hopefully click it, and then be served an ad. More ads = more money!

But your brand isn’t in the business of selling ads, you’re trying to get people interested in your product or service. To Buzzfeed, 100,000 teenagers loading their newest article on cats is a great thing, because that’s 100,000 more ads served. But for a B2B company, that means absolutely nothing – those viewers aren’t potential buyers, and the fact that they like your branded viral content on cats isn’t going to help your brand influence the buyer’s journey, or increase purchase consideration.

Time on Site – Savior or False Prophet?

Many smart marketers have started to collect data on the limitations of these old metrics and the results are quite telling. Only 55% of site visitors will spend fewer than 15 seconds actively viewing a page, and when it comes to native ad content, the numbers are even worse.

Tony Haile - Chartbeat

Tony Haile – Chartbeat

Social metrics are equally problematic, with no meaningful correlation existing between shares and reads. Sure you can get someone to click a Tweet with buzzwords promising them the “biggest,” “best,” “hottest,” something or other (probably “celebrities” for good measure) – but good luck getting them to stay and engage once they’ve landed.

This has led many content marketers to rely on a newer metric: time on site, as well as its companion time on page. As the names suggests, these are measurements of the average and aggregate time your visitors spent on your web property (time on site) and on specific articles (time on page.)

This is definitely a step in the right direction. After all, a visitor who spends 3 minutes on your article in likely to be engaging with it more deeply than one who is only there for 30 seconds; subconsciously a more powerful connection with your brand and products might be being created as well. But the problem is, this is still a measure of “inputs” and not “outputs.” It may be a smarter input to measure, but you still have to extrapolate to figure out if it really means people are becoming more aware of your brand and viewing you as a thought leader, because of your content.

What Marketers Want

Contently Insights

Contently Insights

So if time on site and pageviews are inputs, what exactly is an output? That would be what a marketer hopes to achieve with his or her content. A recent Contently survey revealed that the top 3 goals for content marketing campaigns are brand awareness (desired by 73% of brands), lead generation (47%), and thought leadership (45%).

Brand awareness and thought leadership are very much extensions of the same goal: you want people thinking highly of your brand when they go to make a purchase. That’s the whole reason brands have turned to content marketing, to take back control of the buyer’s journey, and be able to shape as much of learning process a potential buyer does when they’re researching a market and its providers.

Measuring outputs and not inputs has been a huge realization, in part because it’s much more difficult to do well. We’ve seen some companies start to tackle this challenge:

  • Buzzfeed has begun measuring “brand lift” for clients that run content on their site.
  • Google has developed a similar tool to measure the brand awareness and ad recall of campaigns run through their advertising suite.
  • Upworthy is monitoring “engaged” time for their sponsored content.
  • Content marketing suites like Contently have started rolling out “Insight” packages that try to roll many of these newer metrics into one amalgamated dashboard.

Almost There

These are all great steps in the right direction, and any savvy marketer should look into them to see how they can learn from and adopt the parts that work best. But unfortunately, they’re still a mix and match of inputs and outputs. Even the parts that are definitely outputs, such as user surveys asking how perception of your brand has changed, are somewhat problematic, as the low percentage of users that answer such surveys may not match up with the entire general population of people viewing your content, discussing your brand, and considering your products. Plus, since you can only measure your own content, you have no idea how you’re stacking up to key competitors.

What if there was a way to understand what everyone was saying about your brand? And what if you could compare that to your competitors, the industry as a whole, and neutral news sites? Imagine the power of understanding how people were reacting to what you publish, and how your overall publishing efforts were building up the attention being paid to you over time.

In part two of this series on content measurement, we’ll see how the new Appinions for Content Marketing lets marketers move beyond these simple metrics of the past, gain more insight than can be achieved by merely “spot checking” a given article’s performance, and truly understand the overall success of their content marketing programs.

Sign up for our blog newsletter to get the next article as soon as it’s published, as well as other insights into how to maximize your content marketing.

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Posted on November 25, 2014 by Jonah Bliss

Content Marketing’s Third Era: When Guessing Isn’t Good Enough

Are we entering a new era of content marketing? The question may seem absurd at first thought – after all, “content marketing” is the buzzword du jour; how can it already be time for a third era of something so new?

But the truth is, content marketing isn’t new; as long as there has been marketing there has been the content that powers it. Beyond that, savvy brands have been doing content-specific marketing for more than 100 years. Today, what was once something only the smartest companies did has become a must-have for any brand hoping to keep its head above water.

Read our Founder & CEO Larry Levy’s complete thoughts on the trials and triumphs of modern content marketing on Relevance.com

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Posted on November 21, 2014 by Jonah Bliss

Weekend Reads – Great Posts This Week – 11/21

We hope you had another fantastic week. Let’s end this Friday on a high note by looking at the best marketing articles from the past few days. These are generated using the Appinions platform, looking at the most influential opinions and articles, in a variety of marketing topics, from the past 7 days.

The 4 Elements of the Most Persuasive Copy – Pratik Dholakiya, Entrepreneur

Are you struggling to write copy that persuades potential buyers? This guide breaks down the art of good copywriting into four easy steps.

The future is quite rosy for programmatic. Here’s why, in GIFs – Chango, Digiday

As content marketers ourselves, we love seeing innovative uses of sponsored content. Here, Chango published a piece on Digiday that makes smart use of GIFs to show the value of programmatic ad exchanges like Chango.

Celebrity vs. Social Influencer – Reyne Haines, Huffington Post

For those new to the influence marketing game, this article breaks down how when it comes to certain product endorsements, less well-known social influencers can be as valuable as celebrities (if not more so!)

Are there any great pieces we missed? Let us know by tweeting at us @Appinions

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Posted on November 20, 2014 by Jonah Bliss

New Whitepaper: Data-Driven Content Marketing

There’s a reason why content marketing is exploding. Within just a few years the world has become network-connected, mobile-first, and socially-focused, and each of those massive changes altered the way buyers discover, understand and choose products.

The days of walking into a store or scheduling an appointment to begin the purchase process are gone. In-fact, according to Forrester Analyst Lori Wizdo, “…today’s buyers might be anywhere from two-thirds to 90% of the way through their journey before they reach out to a vendor.”

Content marketing is the tool that B2B marketers are using to move buyers, even the ones they’ve never met, through their purchase funnels.

Get fast and smart answers to the following:

  • What does my audience really care about?
  • Who should I work with to develop and amplify my content?
  • Where should I publish and promote my work to produce maximum impact?

Read the free whitepaper now.

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Posted on November 18, 2014 by Jonah Bliss

Planning Your Content With Appinions

As we explained earlier in Planning for Content Marketing: A Strategy for Success, the key to content marketing success is coming up with a great plan at the head of your process. As obvious as that may seem, only 35% of B2B marketers have a documented strategy, so following 7 simple steps can make your content much more effective.

To recap, those seven steps are:

  1. Forming an editorial board
  2. Setting your target market
  3. Determining goals and ownership structures
  4. Establishing your niche and voice
  5. Building an editorial calendar
  6. Setting up a workflow
  7. Measuring and making use of success

That said, while a good plan can help you formalize your process and give you meaningful benchmarks to strive for, each step’s value is only as good as your ability to answer the questions inherent to properly executing it. Unfortunately, many content marketers rely on minimal research or gut feelings to answer key questions in their content strategies. A better approach is to incorporate big data analysis to get the right answers to your content questions. Let’s see what some of those questions are, and how Appinions makes answering them easy.

Understanding Your Target Market

While you may have an overall target market decided for your company’s products, not all your buyer personas are best connected with every medium. Understanding which of your buyers are on what channels, and how to connect with them, will greatly hone the efficacy of your content marketing.

With Appinions, you can define a custom-built topic that perfectly incorporates your company, brand, or specific products. That then gives you perfect insight into what people who care about those things are talking about. Specifically, you get a list of every author and influencer in your market, and can then drill down to see what exactly they and their own audiences are passionate about.

On a broader level, you can also see the topics driving your market’s conversations, in the form of the top 80 concepts and entities being discussed across offline & online news, blogs, and social media.

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Picking Your Authors

Brand newsrooms large and small may tackle the authorship process a number of ways. You may have your own in-house writing staff, you could contract the writing out through a system like Contently or Newscred, or you might even just have one news junkie that writes just about everything for you. But no matter what your system is, there are always times when bringing in a new, outside writer is the right answer for certain stories.

There are two prominent reasons to bring in an outsider writer. First, if this is an area your existing writing staff doesn’t well understand, it may be more economical to bring in an outsider that’s already well versed in the field. Not only will you save time on having to research it yourself, but it better guarantees you get the story right, which is crucial to establishing trust with your audience and assuring they’ll keep coming back for more. Second, you may want to “piggy back” off of an author’s existing successes. If an author has established themselves as an authority on a story, having them further their writings on your own content sites can lend you some of their credibility, while also assuring the author promotes the new content to his or her built in audience of eager readers.

Screen Shot 2014-11-17 at 1.41.39 PMAppinions gives you an instant drill-down into the top authors on any topic. Best of all, with powerful filtering options, you can easily search for an author that’s been blogging on the topic for years, or find a more recent upstart that’s surging in popularity. No matter what type of author your content requires, Appinions will make finding the perfect fit easier than ever before.

Filling Your Editorial Calendar

It’s easy enough to say “let’s write an industry trend piece next month” and then pencil that into your master editorial calendar. But now that it’s time to actually start writing that piece, what are you going to say? Any industry has millions of stories going on at any time, so it can be tricky to know exactly what matters to your audience at any given moment.

With Appinions, you get to see not only which topics matter, but their relative importance in the marketplace. So for your company’s trend piece on 3D printing, you can see that people really care about the new types of filaments coming into the market, for example. Or if there was just a big industry event, you can see whether or not enough people are talking about that to warrant doing your own write-up. Now every topic and idea goes from a “best-guess” to something you have real information to substantiate.

Even better, for days that you plan to aggregate content, Appinions makes finding stories worth syndicating super easy. With our “Most Influential Content” feature, you instantly get a prioritized list of the 100 most influential articles and posts on your topics from the past day, week, or month. Now you can retweet them right from your dashboard, roll them into your own larger article, or take inspiration from them when crafting your own content. There are three additional ways you can find great content with Appinions:

  • By Influencer: Like to see what the market leaders are saying? Appinions ranks the most influential people and organizations in your market space and generates a stream of content from or about each of them.
  • By Theme: Get yourself in on the hottest conversations. Simply browse the list of themes, hashtags, and mentions that have received the most influential reactions, and click to see the full stream of content driving any of them.
  • By Source: Find out exactly how key publications are talking about your market. View up to 80 active publishers who have delivered content from or about the top influencers and click through to summaries or full-text articles.

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Measuring Success

A smart content plan requires knowing what’s working and what’s not, so that you can not only gauge the efficacy of your entire content efforts, but quickly recycle your top performing pieces into additional forms of collateral. While traditional metrics like pageviews or newer numbers like time-on-page may tell you the relative success of any individual piece of content, they lack the ability to tell answer the big question: is your overall content marketing program working?

Appinions shows you the precise impact your content marketing efforts are having on your brand, your products, and the people who are being promoted as the authors of your content. This progress can be measured in terms of your overall marketplace, any individual segments or categories within that market, or in comparison to specific competitors.

There are two powerful tools in Appinions you can use to measure performance:

  • Influence Scores – Our proprietary influence scores give you a way to measure the impact your company, brand, and/or authors have for any topic or marketplace you track in Appinions. Scores reflect both the quantity and quality of reaction garnered by the content and opinions you’ve shared, and rank your importance or significance within a given market. Your score changes over time reflect the magnitude of the impact of your publishing, promoting, and engaging in market conversation. And you can directly compare your scores to those of other companies, brands, or executives.
  • Opportunity Analysis – By knowing how your brand performs as compared to your marketplace and key competitors, Appinions is able to provide direct comparative analysis in terms of who’s talking about you, the themes associated with your brand, the publications where you’re being discussed, and more. These reports identify specific opportunities: people to reach out to, themes to publish on, publications where you should advertise or do PR outreach. They can be further used to track progress over time to document improvements in how and where your content marketing programs are having an impact.

In a world where 73% of content marketers reported that measuring brand awareness was their goal, this finally answers that question. Now you’ll see how your content efforts are improving attention to your brand, how that compares to key competitors, and your share relative to the industry as a whole.

When paired with traditional metrics, you now have the complete insight to know not only which of your stories are working (so you can double down on them) but how that adds up to the total efficacy of your content efforts. This gives you a powerful and consistent way to track your marketing organization’s progress, and offers a meaningful metric of success to share with key stakeholders.

Want to see Appinions in action? Chat with our sales team today to schedule a demo and see how adding big data can transform your own content efforts.

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Posted on November 14, 2014 by Jonah Bliss

Weekend Reads – Top CMOs Edition

For this week’s version of Weekend Reads, let’s take a look at some of the coverage about Appinions’ latest report – the 2014 CMO Influence Study. If you haven’t already read it, it offers fascinating insight into the world’s top marketers, what they said to drive that success, and comparisons of leaders across numerous verticals and industries. While the full report is freely available, a number of reporters came up with their own interesting analysis of the news.

The World’s Most Influential CMOs 2014 – Jennifer Rooney, Forbes

As we partnered with Forbes for this study, they naturally had the first article out on the report. Jennifer Rooney sharply breaks down the entire study, highlighting some key takeaways. The article was also published on a number of Forbes partner sites, such as Newscred.

‘Forbes’ picks GE’s Comstock as most influential B2B CMO – Tequia Burt, FierceCMO

We know a lot of our audience is B2B marketers, so FierceCMO’s take on the story may be especially interesting to them. They highlight the top CMOs of B2B-focused businesses, starting with GE’s Beth Comstock.

Here Are Forbes’ 50 Most Influential CMOs of 2014 – Kristina Monllos, Adweek

Always savvy marketers themselves, Adweek was quick to find an eye-grabbing angle on the story, running with the sub-headline “Study says males are 22% more influential than female peers.” While the report did show there was some difference between male and female CMOs in terms of influence, the statistically significant difference ended up being fairly small.

Forbes Ranks The Top 50 Most Influential CMOs Of 2014 – Amy Gesenhues, Marketing Land

While many publications noted Phil Schiller of Apple’s continued dominance of the list, Marketing Land highlighted Google’s large decline in the ranks. Their previous head marketer, Nikesh Arora, ranked 6th in our 2013 study.

Forbes dévoile sa liste des directeurs du marketing les plus influents – Editorial Team, Infopresse

Our top CMO list was an international affair, and news coverage of it was as well. Here, Montreal-based Infopresse gave an overview of the story for French speakers.

Best Western’s Dorothy Dowling Named one of the Most Influential CMOs in the World from Forbes and Appinions – Best Western, PRWeb

A lot of the top marketing executives recognized by our study, or the companies they work for, reacted positively to the news, sharing it on social media, in press releases, and on their websites. Here is hotelier Best Western trumpeting their well earned success.

Who is your favorite CMO on the list? Let us know by tweeting at us @Appinions

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Posted on November 13, 2014 by Jonah Bliss

Cooking Up Content with Chef Jamie Oliver

Kavi Guppta at Forbes has a fascinating story on how we can learn some great content marketing techniques from an unlikely source: chef Jamie Oliver. Yes, while the British cook may be more famous for his attempts to de-junk our schools’ lunch programs, he and his brand are also experts at not only producing killer content, but finding just the right ways to promote it, staying educational and relevant while not being too pushy or preachy.

Guppta says Oliver succeeds because his content hits three key points:

  1. Educate – good content should teach an audience something new.
  2. Entertain – content should be memorable and make an impact.
  3. Empower – great content gets your audience to do something.

Guppta continues:

These are simple elements to think about when developing videos, blog posts, or experiences. But it’s much harder than it looks. The problem is that “good content” can be a very subjective undertaking, and marketing people will try their hardest to turn the most mind numbing subject matter into “good content”. It’s unfortunate because this is why the art of making good experiences has become so terrible. Marketers think any experience in the form of a video, image, or article is content people will enjoy. What we have instead is thousands of hours of content that are really just long ads for their products.

Jamie isn’t educating his viewers on his products. He’s educating his audience on how to do tasks that are related to his products and his expertise. That’s a technique that some marketers fail to grasp: educate your users on how they can better perform certain tasks because of your product—don’t just educate them on your product. Quick tutorials on salad dressings, pasta dishes, and simple recipes teach viewers the basic techniques to cook like he does, and to enjoy the best ingredients. He’s not plugging his own olive oil brand throughout the segment. He’s not raving about how great his style of pan is in the kitchen. He’s busy teaching people how to enjoy good food. What good are kitchen products if his customers don’t know how to use them?

A Recipe for Success

A Recipe for Success

The key is showing your audience how to do something, and not merely telling them. Even more powerfully, you need to recognize that sometimes you’re not the best man or woman for the job. Is there an influencer that can demonstrate your tools or techniques even more effectively? Don’t be afraid of bringing them in. Jamie does this with aplomb, surfacing expert barbecuers and fish-fryers to fill in areas that he knows they’ll outclass him at. When it comes to giving your audience the best content possible, think about what will serve THEM best, and not simply what’s going to make you look like a know-it-all.

The full article contains many more great tidbits for any content marketer. So next time you’re cooking up a story for your brand, don’t forget to add some spice the way Chef Jamie would.

Read the full article on Forbes.

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Posted on November 7, 2014 by Jonah Bliss

New Forbes/Appinions Study Finds Phil Schiller the World’s Most Influential CMO

ForbesCMOAwardLogo-300x132Every marketer today faces the tremendous challenge of communicating in a very noisy world. They’re usually thought of in terms of how clearly and broadly they’re able to distribute their brand messages – but which CMOs do the best job of marketing themselves?

Answers can be found in the Third Annual Forbes/Appinions CMO Influence Study, released today, which reveals the most influential CMOs in the world based on analysis Appinions completed on the top marketing executive at leading firms from the Forbes 2000 Largest Companies list.

For the third year straight Apple’s Phil Schiller was recognized as the most influential CMO in the world. This time he earned the top spot by a wide margin, scoring 3X higher than his nearest peer, David Lauren, EVP Advertising, Marketing, and Communications at Ralph Lauren. The #3 spot was earned by Tim Mahoney, Global CMO-Chevy at General Motors.

Rounding out the Top 10: #4 Jim Farley – Ford, #5 John Frascotti – Hasbro, #6 Kristin Lemkau – JPMorgan Chase, #7 Trevor Edwards – Nike, #8 Beth Comstock – General Electric, #9 Seth Farbman – Gap, and #10 Alain Visser – Volvo. Along with Mr. Schiller, Mr. Farley, Ms. Comstock, and Mr. Visser also made the previous year’s list.

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Mr. Schiller’s huge win is a testament to both the broad media interest in Apple Computer but also what appears to be a clear media strategy of putting Mr. Schiller’s name and opinions in the press continuously. Mr. Schiller was one of only eight CMOs within the top 50 to register influential opinions and reactions more than twice each week during the period of the study. This included CMOs of one private company and other from four different ‘annual revenue’ tiers. In fact, there was no clear correlation between revenue and ranking. It appears to have more to do with the public role and marketing strategy of the CMO themselves. By contrast, the bottom half of the top 50 CMOs registered influential opinions only three times per month or less.

The study considers the most senior marketing person at each company. Influence is ranked by extracting opinions, quotes, and other reactions from hundreds of millions of articles from news, blog, and social media sources. Proprietary Appinions algorithms rank opinion holders based on the influence of the people who react to them, the attributes of the publication or source where the reaction occurs, and the overall quantity of reactions to a single opinion.

There were industry trends in the results, with Automotive Industry CMOs appearing most frequently (9 CMOs) followed by those from in Food and Beverage (7), Technology (6), Apparel (4) and Financial Services (4). In terms of gender, female CMOs earned 32% of the top 50 spots, but in terms of scores only garnered 21% of the total influence.

The complete 96 page Forbes/Appinions 2014 CMO Influence Study can be viewed and downloaded at http://dj.appinions.com/CMO-2014

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Posted on October 31, 2014 by Jonah Bliss

Weekend Reads – Great Posts This Week – 10/31

We hope you had another fantastic week. Let’s end this Friday on a high note by looking at the best marketing articles from the past few days. These are generated using the Appinions platform, looking at the most influential opinions and articles, in a variety of marketing topics, from the past 7 days.

Spooky and Successful Viral Content Marketing for Halloween – Dawn Papandrea, Business2Community

Are you ready for Halloween? This article shows you all the brands that are, and their clever content for the occasion.

The Marketing Trends of 2015 – Jackie Crossman, B&T

Just because it’s only October doesn’t mean we can’t start predicting marketing trends for 2015. Jackie Crossman weighs in with a few prognostications.

The Science Behind an Innovator’s Popular Decks – Lorraine K. Lee, SlideShare Blog

Does your company make use of SlideShare? Here are some clever tips and tricks to maximize your exposure, focusing on a company whose slides have passed 2.5 million views. Now that’s a scary amount of traffic!

Are there any great pieces we missed? Let us know by tweeting at us @Appinions

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