With Content Marketing World 2017 happening this week in Cleveland, Ohio we analyzed the social and blog conversations around ‘Content Marketing’ from January 2017 to look at the most hotly debated topics and who the key influencers are.

Influence is topical and so someone who is influential on SEO is not necessarily the expert on influencer marketing or video content creation. We went deeper into the specific sub-categories and tracks at CMWorld2017 to call out the influencers who are driving engagement within the influencer community on these niche topics.

You can use this blog post to understand what is driving the online debate and who is most influential in the focus area that you really care about in your role whether it is Social Media, Lead Generation, Branding, Video Creation, Sales or Influencer Marketing for example.

HOT TOPICS IN CONTENT MARKETING

We analyzed over 5million social media posts and blog content from January 2017 to see which associated topics and sub-categories received the most attention in conjunction with the content marketing online debate. Here is the word cloud showing the most frequently used keywords:

Onalytica Content 2017 Marketing Word Cloud

The most frequently mentioned words spoken about in the context of content marketing were:

1. Digital Marketing 11. B2B
2. Social Media 12. Data-driven
3. Branding 13. Copywriting
4. Growth Hacking 14. Tools
5. SEO 15. Storytelling
6. Leads 16. Content Strategy
7. Infographic 17. Startup
8. Blogging 18. Visual
9. Content Writing 19. ROI
10. Lead generation 20. Video Marketing

 


With #CMWorld happening this week in Ohio we were very interested to learn which influencers were driving the most influence on the key topics or “tracks” at CMWorld.

Out of all the tracks at CMWorld these were the top 10 getting the most attention among the content marketing influencers:

1. Social Media 6. Writing
2. Analytics and Data 7. Influencer Marketing
3. Sales 8. Agency
4. Video 9. Lead Generation
5. B2B 10. Content Strategy

 

Onalytica - CMWorld17 Tracks Share of Voice Pie Chart


We looked at each of these topics or “tracks” and generated a list of the top 50 influencers within each track. Below is the top 25 in each category if you want to see who ranks from 25-50 please download the full report:

Download The Full Report

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1. Top 50 Social Media Influencers

 

Rank Twitter Handle Name Influencer Score
1 @leeodden Lee Odden 100
2 @NealSchaffer Neal Schaffer 74.8
3 @markfidelman Mark Fidelman 58.33
4 @briansolis Brian Solis 51.94
5 @markwschaefer Mark Schaefer 47.62
6 @jeffbullas Jeff Bullas 42.51
7 @2morrowknight Sean Gardner 38.17
8 @PamMktgNut Pam Moore 36.5
9 @MarketingProfs Ann Handley 35.67
10 @iSocialFanz Brian Fanzo 35.38
11 @BrennerMichael Michael Brenner 33.32
12 @GuyKawasaki Guy Kawasaki 32.08
13 @jaybaer Jay Baer 31.79
14 @bryankramer Bryan Kramer 30.19
15 @rachelloumiller Rachel Miller 30.1
16 @teedubya Travis Wright 29.49
17 @TedRubin Ted Rubin 27.71
18 @ajagrawal24 AJ Agrawal 24.61
19 @TamaraMcCleary Tamara McCleary 24.01
20 @garyvee Gary Vaynerchuk 23.53
21 @sujanpatel Sujan Patel 23.31
22 @CynthiaLIVE Cynthia Johnson 22.21
23 @AmishaGandhi Amisha 21.89
24 @Timothy_Hughes Tim Hughes 21.76
25 @lilachbullock Lilach Bullock 21.58

 

2. Top 50 Analytics and Data Influencers

 

Rank Twitter Handle Name Influencer Score
1 @randfish Rand Fishkin 100
2 @sethfarbman Seth William Farbman 91.4
3 @dougkessler Doug Kessler 80.38
4 @BernardMarr Bernard Marr 78.33
5 @Ronald_vanLoon Ronald van Loon 50.02
6 @leeodden Lee Odden 43.65
7 @OttLegalRebels Marc R Gagné MAPP 43.37
8 @evankirstel Evan Kirstel 39.6
9 @FeldmanCreative Barry Feldman 39.13
10 @larrykim Larry Kim 38.88
11 @TamaraMcCleary Tamara McCleary 37.93
12 @BrennerMichael Michael Brenner 35.49
13 @DaveChaffey Dr Dave Chaffey 34.96
14 @cspenn Christopher Penn 34.15
15 @neilpatel Neil Patel 33.12
16 @data_nerd Carla Gentry 32.04
17 @IanCleary Ian Cleary 30.13
18 @iSocialFanz Brian Fanzo 29.33
19 @garyvee Gary Vaynerchuk 28.95
20 @YvesMulkers Yves Mulkers 28.53
21 @dez_blanchfield Dez Blanchfield 28.46
22 @KirkDBorne Kirk Borne 27.97
23 @jayacunzo Jay Acunzo 27.78
24 @MarketingProfs Ann Handley 26.75
25 @dannysullivan Danny Sullivan 26.71

 

3. Top 50 Sales Influencers

 

Rank Twitter Handle Name Influencer Score
1 @garyvee Gary Vaynerchuk 100
2 @kimgarst Kim Garst 85.11
3 @Nickpanayi Nick Panayi 59.67
4 @sujanpatel Sujan Patel 52.04
5 @Timothy_Hughes Tim Hughes 49.02
6 @danielnewmanUV Daniel Newman 44.62
7 @GlenWestlake Glen Westlake 43.69
8 @markwschaefer Mark Schaefer 41.41
9 @HeinzMarketing Matt Heinz 40.36
10 @dmscott David Meerman Scott 38.54
11 @MarketingProfs Ann Handley 37.51
12 @InboundMarketer Maria Pergolino 37.3
13 @TrondLyngbo Trond Lyngbø 32.51
14 @johnkoetsier John Koetsier 32.05
15 @smoothsale Elinor Stutz 25.7
16 @AHZimmerman Andy Zimmerman 25.41
17 @JackKosakowski Jack Kosakowski 25.23
18 @DanScalco Dan Scalco 24.94
19 @lilachbullock Lilach Bullock 23.28
20 @MelonieDodaro Melonie Dodaro 22.91
21 @jeffbullas Jeff Bullas 22.91
22 @Ronald_vanLoon Ronald van Loon 22.63
23 @BrennerMichael Michael Brenner 21.99
24 @Sam___Hurley Sam Hurley 21.31
25 @elonmusk Elon Musk 21.05

 

 

4. Top 50 Video Influencers

 

Rank Twitter Handle Name Influencer Score
1 @garyvee Gary Vaynerchuk 100
2 @GuyKawasaki Guy Kawasaki 35.7
3 @CynthiaLIVE Cynthia Johnson 31.89
4 @joelcomm Joel Comm 29.86
5 @LuriaPetrucci Luria Petrucci 24.35
6 @elonmusk Elon Musk 23.42
7 @alvinlindsay21 Alvin Lindsay 22.03
8 @FX_Digital Steve Cartwright 21.8
9 @iSocialFanz Brian Fanzo 21.18
10 @jaybaer Jay Baer 19.43
11 @NoteworthyWifey Amy Noteworthy 17.66
12 @WarrenWhitlock Warren Whitlock 17.34
13 @KeithKeller Keith Keller 16.42
14 @SameerPatel Sameer Patel 16.22
15 @RobRe62 Roberto Re 15.35
16 @cspenn Christopher Penn 15.27
17 @markfidelman Mark Fidelman 15.26
18 @jeffbullas Jeff Bullas 15
19 @evankirstel Evan Kirstel 14.08
20 @LElkan LARRY ELKAN 13.83
21 @chrisbrogan Chris Brogan 13.45
22 @Schmittastic Future Mrs. Landino 12.92
23 @OttLegalRebels Marc R Gagné MAPP 12.79
24 @k009034 Jukka Heinovirta 12.14
25 @MariSmith Mari Smith 12.13

 

5. Top 50 B2B Influencers

 

Rank Twitter Handle Name Influencer Score
1 @MarketingProfs Ann Handley 100
2 @BrennerMichael Michael Brenner 87.83
3 @MurrayNewlands Murray Newlands 72.91
4 @dougkessler Doug Kessler 68.45
5 @bryankramer Bryan Kramer 64.52
6 @NealSchaffer Neal Schaffer 61.47
7 @CarlaJohnson Carla Johnson 58.62
8 @leeodden Lee Odden 54.34
9 @TedRubin Ted Rubin 51.52
10 @bernieborges Bernie Borges 51.07
11 @Ronald_vanLoon Ronald van Loon 48.87
12 @jaybaer Jay Baer 48.08
13 @NoteworthyWifey Amy Noteworthy 47.8
14 @jose_garde Jose Javier Garde 46.85
15 @Timothy_Hughes Tim Hughes 46.29
16 @teedubya Travis Wright 44.06
17 @JasonMillerCA Jason A Miller 42.07
18 @TamaraMcCleary Tamara McCleary 40.1
19 @TomPick Tom Pick 39.55
20 @HeinzMarketing Matt Heinz 39.45
21 @martinjonesaz Martin Jones 39.28
22 @LElkan LARRY ELKAN 38.95
23 @evankirstel Evan Kirstel 37.84
24 @Sam___Hurley Sam Hurley 37.4
25 @kesbutters Martin Butters 34.59

 

MAPPING THE COMMUNITY

Below you can see a network map of the online content marketing conversation. This map was created with our Influencer Relationship Management software (IRM). Be sure to click on the map to enjoy the full size network diagram in greater detail.

Onalytica - Content Marketing 2017 Top 200 Global Influencers Network Map

6. Top 50 Writing Influencers

 

Rank Twitter Handle Name Influencer Score
1 @brianclark Brian Clark 100
2 @markwschaefer Mark Schaefer 96.86
3 @petitegeek Dr. Angelica Lim 91.38
4 @MarketingProfs Ann Handley 89.55
5 @chrisbrogan Chris Brogan 86.09
6 @neilpatel Neil Patel 73.12
7 @jeffbullas Jeff Bullas 63.97
8 @larrykim Larry Kim 58.82
9 @crestodina Andy Crestodina 53.14
10 @Ronald_vanLoon Ronald van Loon 46.84
11 @DholakiyaPratik Pratik Dholakiya 44.35
12 @CynthiaLIVE Cynthia Johnson 41.41
13 @sujanpatel Sujan Patel 41.3
14 @NoteworthyWifey Amy Noteworthy 38.89
15 @naturewilds Ray Shrewsberry 37.29
16 @jaybaer Jay Baer 34.57
17 @ValaAfshar Vala Afshar 34.52
18 @sangramvajre Sangram Vajre 34.48
19 @Timothy_Hughes Tim Hughes 33.33
20 @FX_Digital Steve Cartwright 33.2
21 @lieblink Rebecca Lieb 31.81
22 @lilachbullock Lilach Bullock 31.61
23 @garyvee Gary Vaynerchuk 31.26
24 @RickKing16 Rick King 29.69
25 @ThisIsSethsBlog Seth Godin 29.08

 

7. Top 50 Influencer Marketing Influencers

 

Rank Twitter Handle Name Influencer Score
1 @leeodden Lee Odden 100
2 @NealSchaffer Neal Schaffer 79.88
3 @markfidelman Mark Fidelman 64.07
4 @briansolis Brian Solis 53.65
5 @markwschaefer Mark Schaefer 49.85
6 @jeffbullas Jeff Bullas 46.63
7 @PamMktgNut Pam Moore 40.32
8 @GuyKawasaki Guy Kawasaki 38.57
9 @MarketingProfs Ann Handley 38.32
10 @iSocialFanz Brian Fanzo 35.32
11 @BrennerMichael Michael Brenner 34.35
12 @jaybaer Jay Baer 33.07
13 @bryankramer Bryan Kramer 32.72
14 @2morrowknight Sean Gardner 31.54
15 @rachelloumiller Rachel Miller 31.08
16 @TedRubin Ted Rubin 28.87
17 @ajagrawal24 AJ Agrawal 27.15
18 @garyvee Gary Vaynerchuk 25.51
19 @TamaraMcCleary Tamara McCleary 24.68
20 @CynthiaLIVE Cynthia Johnson 23.48
21 @joeDmarti Joe Martin 22.67
22 @Timothy_Hughes Tim Hughes 22.24
23 @AmishaGandhi Amisha 22.12
24 @jose_garde Jose Javier Garde 20.98
25 @smallbiztrends Anita Campbell 20.7

 
If you want to see who ranks from 25-50 please download the full report:

Download The Full Report

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8. Top 50 Agency Strategy Influencers

 

Rank Twitter Handle Name Influencer Score
1 @carlosgil83 Carlos Gil 100
2 @FuelLines Ashley Cox 54.34
3 @bryankramer Bryan Kramer 51.76
4 @michaelgass Michael Gass 49.02
5 @NealSchaffer Neal Schaffer 35.16
6 @garyvee Gary Vaynerchuk 34.76
7 @cspenn Christopher Penn 33.12
8 @CynthiaLIVE Cynthia Johnson 32.9
9 @GuyKawasaki Guy Kawasaki 32.77
10 @dez_blanchfield Dez Blanchfield 27.73
11 @jeffbullas Jeff Bullas 27.39
12 @iMariaJohnsen Maria Johnsen 25.96
13 @MarketingProfs Ann Handley 25.67
14 @joelcomm Joel Comm 25.45
15 @fondalo Robert Caruso 24.41
16 @ducttape John Jantsch 23.66
17 @cshasarrived Courtney Smith 23.16
18 @DaveChaffey Dr Dave Chaffey 22.88
19 @leeodden Lee Odden 22.76
20 @sujanpatel Sujan Patel 22.6
21 @ThisIsSethsBlog Seth Godin 22.08
22 @JeffreyHayzlett Jeffrey Hayzlett 21.66
23 @zaibatsu Reg Saddler 21.66
24 @WarrenWhitlock Warren Whitlock 21.33
25 @MadalynSklar Madalyn Sklar 21.32

 

 

9. Top 50 Lead Generation Influencers

 

Rank Twitter Handle Name Influencer Score
1 @MarketingProfs Ann Handley 100
2 @lilachbullock Lilach Bullock 83.6
3 @NealSchaffer Neal Schaffer 59.72
4 @BrennerMichael Michael Brenner 57.8
5 @ajagrawal24 AJ Agrawal 57.5
6 @tonyrestell Tony Restell 57.12
7 @johnfoleyjr John Foley 45.19
8 @SusanGilbert Susan Gilbert 43.44
9 @iMariaJohnsen Maria Johnsen 43.23
10 @jeffbullas Jeff Bullas 40.9
11 @jaybaer Jay Baer 38.98
12 @martinjonesaz Martin Jones 37.24
13 @tylerjanderson Tyler Anderson 36.34
14 @WarrenWhitlock Warren Whitlock 36.12
15 @AdeldMeyer Adel de Meyer 33.42
16 @Timothy_Hughes Tim Hughes 32.47
17 @sujanpatel Sujan Patel 31.05
18 @GrowMap Gail Gardner 28.99
19 @leeodden Lee Odden 27.33
20 @larrykim Larry Kim 26.53
21 @FX_Digital Steve Cartwright 26.01
22 @NoteworthyWifey Amy Noteworthy 25.63
23 @elonmusk Elon Musk 24.83
24 @MandyModGirl Mandy McEwen 24.43
25 @MarshaCollier Marsha Collier 24.17

 

10. Top 50 Content Strategy Influencers

 

Rank Twitter Handle Name Influencer Score
1 @kesbutters Martin Butters 100
2 @jeffbullas Jeff Bullas 144.39
3 @JuntaeDeLane Juntae DeLane 78.4
4 @FX_Digital Steve Cartwright 127.43
5 @jose_garde Jose Javier Garde 98.53
6 @scottabel Scott Abel 222.3
7 @pushingsocial Stan Smith 128.4
8 @NoteworthyWifey Amy Noteworthy 138.74
9 @jeffsheehan Jeff Sheehan 63.81
10 @alvinlindsay21 Alvin Lindsay 53.68
11 @SociallySorted Donna Moritz 77.53
12 @Timothy_Hughes Tim Hughes 84.6
13 @2morrowknight Sean Gardner 85.76
14 @NealSchaffer Neal Schaffer 118.63
15 @GlenGilmore Glen Gilmore 62.86
16 @zaibatsu Reg Saddler 69.76
17 @DeniroLinda Linda Deniro 127.65
18 @Sam___Hurley Sam Hurley 99.21
19 @markwschaefer Mark Schaefer 138.77
20 @MariSmith Mari Smith 133.8
21 @NedFL Ned James 46.82
22 @neilpatel Neil Patel 73.31
23 @LElkan LARRY ELKAN 51.26
24 @CynthiaLIVE Cynthia Johnson 231.24
25 @katielance Katie Lance 55.71

 


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 Virtual Reality, Digital HealthDigital Marketing) be sure to have a gander on our blog or why not propose some topics to us on twitter?

Effective influencer marketing starts with identifying relevant influencers for your brand. Onalytica’s new Discovery platform mines over 200 billion posts a year into a curated database of over 500K global social media influencers, including data from Twitter, Blogs, Instagram, YouTube, Facebook, LinkedIn Profile Links + Demographic Data. Our software enables you to identify influencers by topic, demographic or content and includes real-time tracking and measurement reporting to scale your influencer relations.

CLICK HERE FOR A FREE TRIAL!

 
Disclaimer: As ever with these lists, it must be stressed that the ranking is by no means a definitive measurement of influence, as there is no such thing. The brands and individuals listed are undoubtedly influential when it comes to driving discussion around Content Marketing.

The PageRank based methodology we use to extract influencers on a particular topic takes into account the number and quality of contextual references that a user receives. These calculations also take into account a user’s Relevance (number of tweets on topic), Resonance (engagement through their networks), Reach (number of followers) and Reference (peer validated influence). If you want to learn more, please read our article that outlines influencer identification.