What’s next for content marketing?

With a growing discussion and a solid increase in the use of content marketing across all disciplines we are asking ourselves what’s next for content marketing?

The confluence (yup, pun intented) between Content Marketing and Influencer Marketing is gaining great momentum in the industry right now across marketing and communication professionals.

We passionately believe that great content needs great activation to drive the earned media exposure and who better than trusted 3rd party influencers to share your content. We initially built this tool ourselves to find influencers using our latest content. This tool is now available for free to the entire community.

Just upload your content and receive a list of influencers most likely to resonate with your latest blog or white paper.

Promote Your Content Among Key Influencers

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Over 1M tweets analysed on #ContentMarketing

Content.

Everybody is creating it like their lives depend on it.  Having a solid content marketing strategy in 2015 is essential, it’s like having a mobile friendly website or a social media presence.

Seth Godin already talked about content marketing back in 2003 when we didn’t even know what to call it. He perfectly illustrates the increase of this phenomenon by quoting a magazine called Hydrate, a 180 pages about water… (from his excellent keynote: How to get your ideas to spread)

Fast forward to 2015 where every brand is a publisher and the market is crowded like never before. Everybody has a story to tell and everybody is hoping theirs will spread like wildfire.

The marketing technology landscape from Scott Brinker is a good way of seeing the increase in tools dedicated to help brands with every stage of content marketing.

Every year Scott Brinker creates an infographic with the biggest brands in marketing. You guessed it, content marketing grew like crazy, a category that didn’t even exist in 2012 on his infographic.

CM_increase

The number of tools has clearly doubled or even tripled in less than a year.

At Onalytica we have done a fair amount of research on content marketing as well by publishing our annual influencer lists on the topic. Here are some key numbers:

2014 – for our top 100 we analysed +230,000 tweets from a total of 32,369 users.

2015 – this year we analysed +770,000 tweets from a total of 103,429 users.

The volume of the #ContentMarketing discussion on Twitter has more than tripled in less than one year. Check out our network map to see the numerous interactions between brands and individuals (click to enlarge):

Content-Marketing-Top-100-Brands-and-Individuals-new

Scroll further down for our lists containing the top 100 individuals and the top 100 brands leading this growing discussion.

Top 100 Individuals

The Top 100 is composed of excellent content marketers such as Jeff Bullas, Michael Brenner, Gerry Moran, Joe Pulizzi, Gerry Moran, Lee Odden, Andrew Davis, Bryan Kramer,  Ted Rubin, Heidi Cohen… Well you get the point, this entire list is filled with people that you should absolutely follow and engage with. These are the people that shape the online #ContentMarketing discussion.

  Rank   Twitter Handle   Name   PageRank
1 @jeffbullas Jeff Bullas 100
2 @BrennerMichael Michael Brenner 73.56
3 @GerryMoran Gerry Moran 62.09
4 @GlenGilmore Glen Gilmore #SocBiz 53.08
5 @JoePulizzi Joe Pulizzi 41.55
6 @leeodden Lee Odden 36.63
7 @markwschaefer Mark Schaefer 30.58
8 @FX_Digital Steve Cartwright 26.12
9 @ryandeiss Ryan Deiss 22.64
10 @JuntaeDeLane Juntae DeLane 22.3
11 @jaybaer Jay Baer 21.1
12 @TPLDrew Andrew Davis 17.59
13 @heidicohen HeidiCohen 15.7
14 @TheSalesLion Marcus Sheridan 14.49
15 @TedRubin Ted Rubin 13.75
16 @dougkessler Doug Kessler 12.39
17 @lieblink Rebecca Lieb 12.35
18 @MarketingProfs Ann Handley 11.98
19 @ArnieK Arnie Kuenn 11.6
20 @CarlaJohnson Carla Johnson 11.27
21 @ashishkhera Ashish Khera 11.06
22 @dshiao Dennis Shiao 10.62
23 @garrett_moon Garrett Moon 9.81
24 @JasonMillerCA Jason A Miller 9.29
25 @stonetemple Eric Enge 7.48
26 @FeldmanCreative Barry Feldman 7.47
27 @ContentDuncan Duncan Milne 7.34
28 @bryankramer Bryan Kramer 7.15
29 @FollowJames James Reynolds 6.77
30 @BrianHonigman Brian Honigman 6.66
31 @scottabel Scott Abel 6.6
32 @richiekawamoto Richie Kawamoto 6.52
33 @setlinger Susan Etlinger 6.43
34 @chrisducker Chris Ducker 5.32
35 @pushingsocial Stanford Smith 5.25
36 @SFerika Erika Heald 5.12
37 @BrettRelander Brett Relander 5.08
38 @IanCleary Ian Cleary 5.07
39 @klauseck Klaus Eck 4.72
40 @Max_Azarov Max Azarov 4.72
41 @kcclaveria Kelvin (KC) Claveria 4.61
42 @RyanHanley_Com Ryan Hanley 4.56
43 @martinjonesaz Martin Jones 4.51
44 @michaelgerard Michael Gerard 4.49
45 @djthewriter Dominique J. 4.38
46 @rahulag80 Rahul Agarwal 4.34
47 @johnleedumas John Lee Dumas 4.3
48 @DholakiyaPratik Pratik Dholakiya 4.3
49 @kimgarst Kim Garst ツ 4.28
50 @jasonburrows Jason Burrows 4.28
51 @PegFitzpatrick Peg Fitzpatrick 4.17
52 @chuckaikens Chuck Aikens 4.14
53 @karlfiltness Karl Filtness 4.06
54 @AshleyOakes Ashley Oakes Scott 3.85
55 @marktraphagen Mark Traphagen 3.77
56 @NealSchaffer Neal Schaffer 3.72
57 @globalcopywrite Sarah Mitchell 3.72
58 @seosmarty Ann Smarty 3.68
59 @stein_nick Nick Stein 3.67
60 @MarjiJSherman Marji J. Sherman 3.63
61 @2pokerprincess Lina Wang 3.62
62 @ShellyKramer Shelly Kramer 3.61
63 @Ecritoriales Lionel Clément 3.59
64 @TweetsFromPawan Pawan Deshpande 3.49
65 @TrondLyngbo Trond Lyngbø 3.35
66 @IAmAaronAgius Aaron Agius 3.33
67 @JoeLazauskas Joe Lazauskas 3.32
68 @Jay_zo Jay Acunzo 3.3
69 @CarlosGil83 Carlos Gil 3.17
70 @ardath421 Ardath Albee 3.1
71 @PamellaNeely Pam Neely 3.04
72 @TamaraMcCleary Tamara McCleary 3.02
73 @AlanSee Alan See 2.99
74 @Carlos_Abler Carlos Abler 2.96
75 @digitaljgo John Gregory Olson 2.86
76 @HanaAbaza Hana Abaza 2.85
77 @jillcress Jill 2.84
78 @tim_ash Tim Ash 2.72
79 @abonde Allen Bonde 2.7
80 @lukekintigh Luke B. Kintigh 2.66
81 @ChadPollitt Chad Pollitt 2.63
82 @chriswieberlin Chris.Wie.Berlin!⭐ 2.62
83 @crestodina Andy Crestodina 2.61
84 @thomasmoen Thomas Moen 2.58
85 @KatieMartell Katie Martell 2.56
86 @JeffSheehan Jeff Sheehan 2.56
87 @sjrotter Steve Rotter 2.56
88 @connect2life Jessica E. Roberts 2.55
89 @SociallySorted Donna Moritz 2.53
90 @RebekahRadice Rebekah Radice 2.51
91 @irahaberman Ira Haberman 2.46
92 @MarketingBuddy Buddy Scalera 2.42
93 @heatherlloyd Heather Lloyd-Martin 2.36
94 @kmullett Kevin Mullett 2.35
95 @michelelinn Michele Linn 2.35
96 @KarolPokojowczy Karol Pokojowczyk 2.33
97 @TomPick Tom Pick 2.25
98 @PeterLoibl Peter Loibl 2.24
99 @PamMktgNut Pam Moore 2.18
100 @kesbutters Kerry Butters 2.18

 

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Top 100 Brands

The Content Marketing Institute is the most influential brand in the discussion for the 2nd year in a row. Newscred have been consolidating their position by moving up one rank compared to last year. We can find awesome brands that have been very active in the #ContentMarketing discussion in the last 2 years including: Curata, Uberflip, Kapost, Relevance, Toprank, Marketo, Buzzsumo, Skyword, Trackmaven and many many more!

Congratulations to all the brands below that are creating top notch content on a regular basis and animating a passionate discussion. We’re excited to see next year’s ranking knowing that this is one of the fastest growing online discussions in marketing.

  Rank   Twitter Handle   Name   PageRank
1 @CMIContent Content Marketing 100
2 @HubSpot HubSpot 53.2
3 @newscred NewsCred 38.12
4 @contently Contently 34.57
5 @SlideShare SlideShare 33.93
6 @copyblogger Copyblogger 23.16
7 @socialmedia2day Social Media Today 17
8 @SMExaminer SocialMediaExaminer 16.54
9 @curata Curata 16.13
10 @semrush SEMrush 14.52
11 @whissocialmedia WhistlerHQ.com 12.5
12 @KISSmetrics KISSmetrics.com 11.67
13 @CoSchedule CoSchedule App 11.28
14 @Marketingland Marketing Land 11.19
15 @getscripted Scripted.com 10.64
16 @Uberflip Uberflip 10.06
17 @sejournal SearchEngineJournal® 9.36
18 @kapost Kapost 9.34
19 @relevance Relevance 9.25
20 @convince Convince & Convert 8.7
21 @toprank TopRankMarketing.com 8.16
22 @BuzzSumo BuzzSumo 7.95
23 @marketo Marketo 7.18
24 @Econsultancy Econsultancy 6.95
25 @MadrivoMedia Madrivo 6.54
26 @GrowthHackers GrowthHackers 6.51
27 @rainmakerFM Rainmaker.fm 6.18
28 @Visually Visually 6.12
29 @Outbrain Outbrain 6
30 @altimetergroup altimetergroup 5.94
31 @ImagiBrand ImagiBrand 5.52
32 @scoopit Scoop.it 5.5
33 @Acrolinx Acrolinx 5.46
34 @cmswire CMSWire.com 5.46
35 @Roojoom Roojoom 5.25
36 @Ethos3 Ethos3 4.92
37 @Inboundorg Inbound Dot Org 4.91
38 @SmartInsights Smart Insights 4.9
39 @MarketingAI Marketing.AI 4.85
40 @CMO_com CMO.com 4.74
41 @DigitalMktr Digital Marketer 4.54
42 @onespot OneSpot 4.38
43 @OracleMktgCloud Marketing Cloud 4.34
44 @TriangleAMA Triangle AMA 4.28
45 @ContentCouncil The Content Council 4.1
46 @Skyword Skyword 3.97
47 @DNNCorp DNN Corp. 3.81
48 @taboola Taboola 3.79
49 @LinkedInMktg LinkedIn Marketing 3.76
50 @VerticalMeasure Vertical Measures 3.64
51 @WriterAccess WriterAccess 3.53
52 @V9SEO Volume Nine 3.5
53 @markethubio MarketHub 3.45
54 @ClickZ ClickZ 3.33
55 @INfluencialemag INfluencia 3.01
56 @TrackMaven TrackMaven 2.97
57 @Snap_App SnapApp 2.9
58 @MediaMktgIT Social Media Mktg IT 2.89
59 @ColibriTool Colibri IO 2.88
60 @GrowthHackerAm GrowthHacker.am 2.86
61 @unbounce Unbounce 2.79
62 @Quarry Quarry 2.78
63 @WebmarketingCOM Webmarketing & co’m 2.72
64 @King_Content King Content 2.66
65 @Socialfave Social Fave 2.66
66 @WordStream WordStream 2.6
67 @PRDaily PR Daily 2.5
68 @goroost Roost 2.48
69 @ContentHackers Content Marketing 2.48
70 @captora captora 2.47
71 @clickzlive ClickZ Live 2.47
72 @Sprinklr Sprinklr 2.46
73 @PRNewswire PR Newswire 2.42
74 @SocialMediaLond Social Media London 2.41
75 @ShelfInc The Shelf 2.26
76 @CMAward CMAward 2.25
77 @thewritelife The Write Life 2.24
78 @InformaBTL InformaBTL 2.23
79 @intelcontent Intelligent Content 2.21
80 @BrandComics Brand Comics 2.2
81 @addthis AddThis 2.2
82 @velocitytweets velocitytweets 2.17
83 @visioncritical Vision Critical 2.16
84 @VR4SmallBiz VerticalResponse 2.13
85 @RiteTag RiteTag 2.1
86 @brickmarketing Brick Marketing 2.03
87 @Qzzr_ Qzzr 1.98
88 @TheSocialMs The Social Marketers 1.97
89 @Cision Cision 1.95
90 @Nimble Nimble 1.94
91 @ioninteractive ion interactive 1.93
92 @MarketingB2B B2B Marketing 1.91
93 @invoxfr invoxfr 1.82
94 @ContentMktgNews Content Marketing 1.81
95 @Atomic_Reach Atomic Reach 1.77
96 @Brafton Brafton 1.77
97 @aberdeengroup Aberdeen Group 1.76
98 @criticalmention Critical Mention 1.72
99 @MSocialBusiness Max. Social Business 1.66
100 @Funnls Funnls.com 1.58

 

At Onalytica we love building these lists and want to give back to our loyal readers as much as we can. If you’re interested in other topics (such as Machine to Machine , Wearables , Internet of Things , …) be sure to have a gander on our blog or why not propose some topics to us on twitter? We also build some very cool software to manage all of these influencers. Get a free demo today by clicking the button below!


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Disclaimer: As ever with these lists, it must be stressed that the ranking below is by no means a definitive measurement of influence, as there is no such thing. The people listed below are undoubtedly influential when it comes to driving discussion within the context of content marketing.

The PageRank based methodology we use to extract influencers on a particular topic (tweets mentioning #contentmarketing in this case) takes into account the number and quality of contextual references that a user receives. These calculations are independent of a user’s number of followers, but we do filter our lists based on how much a user is engaged in the conversation and the influence they drive through their networks.

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