Boost Content Marketing Engagement by Becoming Your Industry’s Buzzfeed

The Problem

This is Bob. He’s a CMO and he’s under a lot of pressure. He’s responsible for a lot of things AND digital marketing and social media. But social media burns through a lot of content and creating great content every day is difficult or impossible. He knows his team needs great content to do well with the Facebook algorithm

Bob’s marketing team finds that there’s too much content out there to filter through manually and find what’s relevant to their customers. They create a lot of content too but sometimes run out of ideas. Sometimes they don’t feel inspired.

Bob knows that their social content isn’t getting enough play and they can’t distribute their content easily on their website. The excitement and novelty of social makes their website seem boring and old- bob wants more pageviews and engagement on their content. he needs to drive web visitors to see and engage with more content. And he’s not happy with the solutions he has for partner content and advertiser content. What’s more, showing content that’s mobile-compatible can be problematic.

And most of all, he knows he doesn’t have enough people to get all these things done, and his people don’t have enough time. In one internet minute there are 3,000 photo uploads, 100,000 new tweets and 30 hours of YoutTube video uploaded. How could you ever hope to keep up if you’re doing it manually? Social media is great but creates a lot of business problems! so what can Bob do?


Announcing InfiniGraph’s new Content Hubs. Based on InfiniGraph’s competitive performance monitoring capability content hubs are like the Buzzfeed for brands, you can find out what’s trending, what’s the hottest content in your niche. Your content hub looks at social content from wherever you choose, like the facebook twitter and instagram of your brand, your competitors and your partners. Content hubs aggregate the hottest social media content according to your customers interaction with it. You can easily tweet, facebook any of this content to your corporate accounts. You can distribute your entire hub as content itself, and you can use its hot content as inspiration for what to create next.

Content HUB Viral Loop Example


Distribution is no longer a problem, because Bob can place his content hub at all his customer touchpoints on his ecommerce site, in outbound emails, on their website, blog and in facebook posts and tweets.  Putting this highly relevant and proven engaging content on his site boosted interaction and time on site. And Bob also discovered that as this distributed content is clicked on by his website visitors, that became part of the trend too. This viral loop let customers enhance the ranking of their favorite content.


Widget Hub

Many websites today use widgets to show you other hot content on their site you should check out. And they inject native ads- ads that look more like content than ads. Bob was able to us InfiniGraph’s content hub to inject their content into partner sites and to inject partner and advertiser content into these custom widgets on his site. This boosted revenue for his company and made his advertisers a lot happier.

Notice how below the recommended articles on their own site, Business Insider places a row of links to sponsored content. Up til now only top publishers have had this capability.


And here’s an example of the InfiniGraph Content Hub widget inserted on a website, right under where it says “Content Found For You”:

Blog WidgeytThat widget content starts with the hottest content InfiniGraph has found, but you can also inject your chosen content into it at will.

Always Mobile-Optimized

Bob didn’t have to worry about how the content hub showed on mobile, because InfiniGraph’s display of the content is mobile-friendly and worked great.

content on iphone

Check it out yourself! Try this live mobile pet industry hub

Time-Savings and Control

InfiniGraph did a lot of the aggregation and selection work for Bob and his team. They easily aggregated content from their entire industry, the most engaging content first. Your content hubs can be hand-picked. for some of their content hub uses, bob and his team wanted more control. It only took a few minutes for them to cherry pick their favorite content, and eliminate other posts. They could instantly add to or change this content with InfiniGraph’s hypercuration™ tool.

Hypercuration Powered Content Hub

In the end, Bob and his team found that InfiniGraph’s Content Hubs saved them a lot of time and made their social media and content marketing a lot more powerful. With all that new and hot, so easily organized and distributed, Bob and his team could spend more time enjoying the social experience with their customers and making impressive reports about how much their engagement and sales had jumped up as a result.

Maybe it’s time for your company to check out InfiniGraph’s Content Hubs. Contact them for a demo at

Try this live pet industry hub  or see more here powered by Hypercuration™.


8 Ways Brands Use Content Marketing Engagement To Drive Strategy

If you’re a brand manger, part of content strategy, or on a creation team your job is HARD. The fact that content marketing is hot is an understatement. There is lots of research to back that up. Brands need more content but what type of content and, more importantly, what content quality will sustain a conversation around your brand? In our previous post, “What’s Engagement? How Data Driven Marketers are Crushing Content Marketing“, we had over 30 industry leaders provide input on how they are measuring engagement. There is no question that content marketing is now being called the new branding. Marketers are being bombarded with native advertising, real-time marketing, brand stories, content curation, eBooks and now Content Hubs. All being these content strategies are being used to create brand authority to lead generation. But, what are brands doing to harness consumer engagement insights to drive strategy?

Content Hub Data-Driven content marketing

See more details on branded Content Hubs for retailers looking for higher engagement.

If you’re team is creating point solution content, you’re missing out on creating sustainable audience engagement. Using marketing insights and data is critical in determining what content is working in your industry. Developing a rigorous engagement performance measurement is required to retain a competitive advantage. The conundrum we see is that most content creation teams suffer from under funding or didn’t get full management buy in. Be upfront with the outcomes you’re looking to achieve with a content marketing investment.

Brands that are not using data-driven marketing are handing over their audience to their competition. Are you educating your customers and providing value through the entire life cycle? Brands are now becoming smarter about leveraging Insights, visual trends and Content Hubs to determine exactly what their audience engages on. This type of data will dramatically change your content marketing strategy. There is real BIG DATA around us in the form of the “content consumption graph” where the audience actions on content speak louder than words. This is truer as you get to a niche industry, where few if any are talking about it. Collectively organizing content engagement and segmenting it provides the content team a way to understand themes, which will improve content relevance and bottom line.  Data driven marketing is upon us and those brands that have figured out how to leverage and gain executive approvals are dominating the share of voice in their industry.

8 Ways Brands Use Content Marketing Engagement To Drive Strategy:

#1 What are your customers resonating on? What’s getting your customer’s attention?

#2 Where is your audience engaging? What are they are sharing?

#3 What are your customers acting on outside of what they are mentioning? What other brands have relevant content that customers act on?

#4 Post relevant, valuable content that is of the right type and with the right frequency to achieve the highest possible engagement.

#5 Add brands, blog and news sites that appeal to your customers and enable discovery of other sites your customers are engaging on.

#6 Filter content type: This show you directly what themes of content are working best for your audience over many brands.

#7 Consumer Interests: What are your customers into?

#8 Monthly benchmarks are vital to compare your content performance with others.

There are GREAT tools for managing content workflow like Compendium (acquired by Oracle), Kapost, and DivvyHQ. As the team gets larger, the challenges increase to manage the content creation process. Where brands are falling short beyond slick editorially calendars is understanding what their customers engage with and what to create that’s relevant. Developing content strategy requires looking beyond your own brand and seeing these social connections to your brand and what content is obtaining engagement. There is truly a gold mine in this ever changing data set.  And, don’t forget to include a Content Hubs strategy if you looking to be the source of discovery.

InfiniGraph Chase McMichael Social Graph Visual Connection

The world made up of connections and sharing of content on a massive scale. Brands need to understand how content is the new currency and who is engaging on what.

Prior to creating and making up content you must have a clear understanding of what your industry finds relevant and the types of content that is working. For some industries the amount of competitive content being created is overwhelming and who has time to “monitor all this”?  Keyword social listening is an integral part of the equation but brands that have been doing this for 5 years or more know it’s just another tool that requires complex keyword filtration. We are now in the Social Graphs era and must utilize more advanced forward looking techniques to be proactive in our consumer engagement strategy.


The Tsunami of content coming from Facebook, Twitter, Linkedin, Google+, Instagram, Youtube and Pinterest (not to mention the many international platforms)  has compounded the problem. You can’t just go to Comscore and Google and review all of your audience insights. People have moved from a keyword world to an interest graph world and the brands have to move too.

For more in-depth insights and useful examples please download our eBook “A Brand Manager’s Guide To Content Marketing In Social Media: 20 Areas of Excellence To Ensure ROI” Get this free 72-page ebook written by Brian Carter and 25 other thought leaders today. Enter your contact info to begin the download.

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Includes pearls of wisdom from social media and content marketing thought leaders Chris Brogan, Jason Falls & Nichole Kelly (Social Media Explorer), Jason Miller (Marketo), Dr. Natalie, Amy Vernon, Esteban Contreras (Social State), Michael Stelzner (Social Media Examiner), Maria Pergolino, Kami Watson Huyse, Chase McMichael, Marcus Nelson (Addvocate & SalesForce), Scott Baradell, Adam Kleinberg, Krishna De, Wendy Hofstetter (Finish Line), Maddie Grant (Social Fish), Julie Pippert, Maggie Leifer McGary, Jennifer Stauss Windrum, Shelley Demott Kramer, Bryan Kramer (PureMatter), Douglas Karr, Jason Cormier & James Clark (Room 214). Enter your info above and download it today!


High Cardio Content Marketing in Health, Wellness and Fitness Industry

The medical and fitness industries today are lagging in their commitment to social media, however, there are some clear winners. As a result, doctors, medical device manufacturers, medical institutions, and medical companies are missing out on a major source of potential clients. InfiniGraph had the unique opportunity to work with Marketo to publish “The State of Content Marketing & Social Medial in the Medical & Fitness Industry“ 

Marketo The State of Content Marketing and Social Media in the Medical and Fitness Industry

Download the free eBook on what the Medical and Fitness Industry are doing in content marketing and what’s working in their industries.

Access the data, insights and analysis behind the eBook here:
Medical Institutions
B2B Medical 
Fitness Industry

So why have these industries been slowly adapting to today’s main source of communication?  When it comes to participation in social media, some of the concerns for medical professionals and institutions are:

  • Fear that social media may compromise patient or client privacy and security
  • Challenges in creating a secure monitoring system to prevent employees or outsiders from abusing social media, which could potentially lead to charges of malpractice
  • Challenges in producing factually accurate content to positively impact the image and reputation of their brand

These are legitimate concerns, but the many benefits to using social media far outweigh the risks. First and foremost, using social media is an obvious way to generate word-of-mouth advertising. In addition, social media makes keeping in touch with past clients and networking with new ones extremely convenient. Quick communication between businesses and consumers is especially helpful for pharmaceutical companies, medical supply companies, and other medical business. There is no faster way to spread information.

Doctors On Google Glass

Marketers in these industries are being challenged, however, by limited budgets, limited staff, and an enormous customer base that is hungry for information. In this eBook, we will address the critical questions you need answers to:

  • What is engagement?
  • What is relevant content?
  • Who are the top industry performers and how are they generating success?



Medical companies need to get online educational information out to their consumers before social conversations can begin. According to recent surveys, patients seem to be more than ready to participate.

Consumer Data Analysis Medical

Consumers are willing to communicate with the medical industry through online resources. Image: Health Direction

  • A survey of 1,060 U.S. adults by the PwC Health Research Institute found that 1/3 of respondents are attracted toward social media platforms as places for discussions of healthcare. Patients’ attraction to these online communities has prompted many healthcare organizations to reshape their social media strategy, from one focused on marketing to one that is part of an overall business strategy. By integrating social media with their entire strategy, companies can engage patients, address concerns, and even provide medical services in an attempt to reduce the costs of providing care.
  • According to a survey by the Journal of Internet Medical Research, 60% of adults surveyed used the Internet to find medical information. However, less than 15% actually used social media to discuss health concerns with their peers.

2012 Fitness and Technology Survey

Image and Survey by Life and Fitness


The rise of Twitter, Facebook, YouTube, Google+, and other social media platforms have generated an overflow of data and information. Marketers within the health and fitness industries must understand that the role of engagement with your online audience has greatly increased in importance. But what does engagement look like?

Brand Content Marketing Hub Social engagement includes interactions through tweets, comments, shares, clicks, and traffic to pages. Other industries have quickly learned that brands who engage online with customers, drive online conversations, or who appeal online to consumer passions win valuable opportunities. To gain the competitive advantage, you need to drive and influence the conversation by being the authority in your industry.    Read more depth and insights and download the free eBook.

Your turn, tell us how consumer engagement has impacted your content creation process and how you’re leveraging data to drive your content marketing strategy.

MUST Download! our latest eBooks  “What’s Engagement: How Data Driven Marketers Are Crushing Content Marketing”  read how 30 marketers are measuring engagement and using insights to drive better content marketing!  AND A Brand Manager’s Guide To Content Marketing In Social Media: 20 Areas of Excellence To Ensure ROI Get this free 72-page eBook written by Brian Carter and 25 other thought leaders today.

Brand Managers Guide to Content Marketing











Content Marketing Quality is King SEO is Queen for Google and Facebook

You have only roughly eight seconds, the average human attention span, to grab someone’s focus. What do you have to offer in eight seconds that is worth someone’s time and attention?

We have come a long way from magazine, TV, and radio advertisements. Commercials can be skipped, magazine advertisements flipped, and internet ads can easily be sifted through in seconds. But what exactly entices people to surf daily, weekly, monthly, and yearly through top sites such as Google, Facebook, Youtube, Wikipedia, and Yahoo? 

Image: Kathleen Deggelman

Quality content. The biggest being, of course, viral content, leading to the recent push of content marketing, “a technique of creating and distributing relevant and valuable content to attract, acquire, engage a clearly defined and understood target audience with the objective of driving profitable customer action.” With today’s huge emphasis on social networking, the usage of back-links and keywords from SEO will not guarantee the same widespread audiences and broad successes, which content marketing is able to now attain. Google, Facebook, and Twitter are prime examples.

The greater demand for high-quality content from Google after the Penguin updates prompted a question of uncertainty about the role SEO would play in the face of content marketing. 

Is SEO still relevant in the face of content marketing?

This debate of Google’s intentions can be found in greater detail in three fascinating articles by Jonathan PigginsKen Krogue, and Sujan Patel. These authors all discuss similar issues but have diverging viewpoints regarding the potential possibilities of the relationship existing between SEO and content marketing.

In response to these three articles, SEO will not be extinct from marketing practices anytime soon due to job-role adaptability, however, it will stand as the underlining to content marketing. In today’s market, the filler content and pointless links originating from SEO will no longer be welcomed by either Google or the public. However, Patel’s ideas of using keywords as links to social media materials such as blogs, videos, and etc. are applicable in supporting content marketing without seeming spam-like. Thus, SEO’s future role will evolve into research support-orientated by simply tracking words or phrases that are frequently used by the online community.

To the right, is a Infographic that depicts the changes of marketing then and now. See the reversal of roles of SEO and Content Marketing. 

Content marketing, on the other hand, should carry the primary role by using compelling advertisements and social media engagement to specifically address and keep to the particular needs of the public. Only quality content has the ability to make the audience stop, read, think, and convert as stressed in the title. The major goal of any marketer is to make their target consumers think differently. This requires intellectual and investment-worthy content. Keep the focus of your content broad, but adjust accordingly toward buyer personas. The type of content Google is ultimately searching for and will reward. Many other companies seem to have the same train of thought; according to Roper Public Affairsnearly 80% of companies prefer information to be written in a series of quality articles rather than quick advertisements.

Yet, some may ask: “How can the objectivity of algorithms (from Google) actually account for the subjectivity of quality content?”

Sharing and general web engagement should be used as the ultimate measure for content quality.

How will you do this? Great advice is to “Leverage Your Owned Media and Create a Perpetual Promotion Machine”  from A Brand Manager’s Guide To Content In Social Marketing Social Media. The guide emphasizes to use your already obtained audiences by posting content pieces toward these social channels. Using this strategy, see the results of InfiniGraph’s eBook’s online engagement statistics. This particular eBook was clicked on for a total of 2451 times. Around half of these clicks was all accounted for by Facebook with 691 total likes, 66 shares, and 38 comments. These great figures resulted in roughly 1000 registrations representing a close 50% conversion rate.

Remember, quality content doesn’t stay relevant forever. Buy targeted ads, publish quality posts, engage them with questions and polls, and write specific keywords inside your website content to obtain more traffic. Setting up campaigns to promote latest posts to a broader audience is critical for maintaining a growing stream of engagement over a consistent period of time. Reiterate your content’s values and benefits to motivate your customers into sales. These actions can be gauged through the monsters of social networking: Google+, Twitter, LinkedIn, and Facebook.

What do you have to offer in eight seconds that is worth someone’s time and attention?

As times and technologies change, the idea of quality is constantly evolving. So how can you determine what the audience wants quality-wise within a specific industry? You need a content-intelligent company that can accurately deduce what and when content is currently the most trendy, posted, shared, and tweeted by your target audience. This is a service, that content-intelligent companies such as InfiniGraph, offer for any industry ranging from automotive to fashion.

Above, the graph on the left depicts a graph measuring the average engagement of each brand within social media. Take a look at which brands are most successful in engaging their audience. The image on the right shows H&M’s trending content with a trending score of how well it is currently doing in terms of engagement. This feature is available to all the brands shown on the line graph.

The graphs above depict the features that InfiniGraph is able to provide for marketers who understand the crucial importance content marketing plays today by using external data as proxy. Here, large sets of data from  major social networking sites are translated in a form utilizable by any marketer for the benefit of their company. These vital tools can answer the crucial WHO, WHAT, and WHEN questions of your choice industry and audience. Brands need a strong keyword base monitoring approach to capture social mentions and what additional keywords they should be inserting into their content. Furthermore, research what content they are engaging with outside of social mentions, which are two key distinctions in order to gauge a greater share of voice.

Your goal should always be to gain a overall greater share of voice!

Have access to the best resources in develop content strategy on what is winning! That is the key to creating quality content specifically for target consumers at the right time and place. This process essentially solves the ultimate question: what do YOU have to offer in eight seconds that is worth someone’s time and attention?

By seeing and utilizing the data gathered, you can judge for yourself what content is currently sought out by the public and what content would entice a broad online audience. In this age of modern technology, your company must offer suitable high-quality content that the public requires to make them stop, read, think … and convert!

What data and industry assets would assist you in differentiating your services compared to that of your competitors as well as help you?

To get more exciting information regarding today’s content marketing performance insights, check out these other free eBooks that we offer! Get all this info immediately by just registering!

Be sure to check out our NEWEST release of “What’s Engagement: How Data Driven Marketers Are Crushing Content Marketing” for all of today’s top Content Marketing insights!

A MUST Download! And…

Download our latest eBooks A Brand Manager’s Guide To Content Marketing In Social Media: 20 Areas of Excellence To Ensure ROI Get this free 72-page ebook written by Brian Carter and 25 other thought leaders today.


7 Strategies Executives Must Know or Die

CEOs, are the true face of the company. However, many are lacking in connecting with their customers as other executive brands have done creating an unfair advantage. This usually results in playing catchup: new school vs. old school. Their very presence should be leading the brand and its respective industry forward. Many executives have recently shared a similar perspective as  discovered by Weber Shandwick for three crucial reasons: communication, reputation, and results. What path has your company taken: proactive or reactive? Does your company have a content engineering plan and are you fully utilizing the potential capabilities of social media internal and external? And are you, the CEO, becoming a faceless entity or actively interacting with not just your employees but your target audience? These are a just few of the questions that will be answered in the 7 Social Media Marketing + Sales Strategies Executives Must Know 2013 Edition.

7 Social Media Marketing & Sales Strategies Executives Must Know in 2013

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In the 7 Social Media Marketing + Strategies Executives Must Know 16-page report written by Brian Carter today, inquires you to thoughtfully question your company’s social media strategies. While simultaneously, informing you on the most strategic methods to handle social media competitors, become competitive in sales, adjust to social innovations, and maximize the usage of your company’s digital team.

Understanding your audience’s social affinities and content sharing activity provides the best cross targeting intelligence there is. These are facts, being social is being collaborative is creating a competitive advantage. As a brand’s social graph grows, the tsunami of information and content sharing among followers becomes overwhelming. Brands that have harnessed this wealth of information are crushing their competition. Monitoring, analyzing, and putting in action data that would normally be dormant is the new weapon in marketing. These attributions are all catalysts to the birth of real-time marketing and data-driven insights that should be the cornerstone of all customer engagement, product innovation strategies and sales. (It’s in the eBook!) How are you weaponizing your content strategy?

A image from IBM Social Business describing the importance of social enterprise and employee based communication with customers to turn customers into advocates. 

But it’s not about who you connected to today, it’s about who you’re not connected to today. The quality of followers matters due to social resonance — the ability for a message to be shared and continually carried beyond its initial broadcast. Low social interaction results in low fan value. Thus, use your digital presence to obtain loyal customers as profit is much higher through recommendations, advance word-of-mouth,” actively advocate on behalf of your brand, and increase competitive advantage.

A key issue with social monitoring is that most brands listen for what they already know. However that misses key conversations that do not involve your brand. Is your executive team thinking this way? More in-depth at the eBook regarding key-takeaways for this question.Your company should be leading and influencing the   conversations to enhance your brand perception.

Yoram Wurmser, DMA research manager reports that 65% of brands don’t do any basic social listening or monitoring. This is likely due to the difficulty of making information actionable — too much data is flowing back without a clear way to act on the disorganized information.  Brands have to manage their own relevance in social media. This can be accomplished by leveraging social engagement obtained through crowd sourcing. A technique that offers the ultimate relevance filtering platform, whereby consumers collectively decide what information is most important and hence producing the best predictor of what others would benefit from discovering. Thus, an important element to take notice of, use competitive intelligence for higher engagement performance!

An example of curated content from InfiniGraph showing how well or how poorly content is currently being engaged through social platforms. 

Positive and effective usage of social media could contribute highly to the growth of your customer service, product development, and, of course, your PR and Marketing. It has been proven to lead to increasing sales, instigate first contact resolution, minimize expenses for product launches, and quickly adjust to social innovations for customer service and product development. In terms of PR and Marketing, increased SEO traffic and brand awareness are the vital keys to gaining new customers.

This trend can further be attributed to CEOs and Executives of brands seeking larger social presences for their brands. While the numbers are slowly rising, currently 68% of Fortune 500 CEOs have no social media presence whatsoever.

Take a look at this infographic, detailing more information on CEOs:

2013 Social CEO Report,

The majority of CEOs have only one social network they engage with. Chosen networks tend to be LinkedIn, Twitter, or Google + as Facebook participation by CEOs have actually declined.
2013 Social CEO Report,
More and more marketers and brand managers are putting a stronger focus upon their company’s online image. Seeing as a CEO is often regarded as the image of the company, “the inability to adapt to emerging market conditions will impact the overall sustainability of a business or brand,” stated by Faisal Hoque. What benefits are there for executives management teams who become actively engaged inside the realm of social media?
  1. Track your social media employees and gain a broader perspective onto how well your marketers are engaging with their target audience.
  2. Full Access To Your Audience by being aware of how your actions will impact the brand both positively and negatively in terms of competition.
Executives that embrace advanced social conversation techniques that enrich consumer lives without making them noisier, will enhance brand loyalty and, ultimately, emerge as the ultimate winners in 2014.
What executive strategies are you implementing to energize your enterprise collaboration in being a more competitive company?
To get more exciting information regarding today’s content marketing performance insights, check out these other free eBooks that we offer! Get all this info immediately by just registering!

Be sure to check out our NEWEST release of “What’s Engagement: How Data Driven Marketers Are Crushing Content Marketing” for all of today’s top Content Marketing insights!

A MUST Download! And…

Download our latest eBooks A Brand Manager’s Guide To Content Marketing In Social Media: 20 Areas of Excellence To Ensure ROI Get this free 72-page ebook written by Brian Carter and 25 other thought leaders today.

Mega Brand Content Marketing and Disruptive Effect of SEO

In today’s age, is money still the ultimate factor to a company’s popularity, influence, and branding within social media?   See engagement insights and what content is working on mega brands here.

To some extent, yes, however, another even more vital element has emerged in today’s marketing practices. Content Marketing.  Its clear the quality of content has a huge influence in SEO, upon a company’s image and standing within the social media. Through your content, how well is your audience, engaged, interested, and satisfied to push your company into becoming a leader within the industry? Below, is an image of each of the 50 state’s from The Atlantic branded with a company that is not only reputable but also has established its official headquarters within that state. However, what is not shown is who is driving the highers engagement and on what.

A detailed map of the United States showing the biggest brands and their official headquarters within each state. Here we have done the engagement insights on content.  Find the original The Atlantic map with more details

From a content marketers position using content themes and trends is a dream for directing strategy. The Atlantic did an amazing job surfacing these brands and below we highlight the biggest media spenders cross match to their content engagement performance to better surface the real leaders. Here, we did another quick analysis on The Atlantic map graphic on the average engagement on 25 of these brands that are shown to see exactly what the largest companies were doing to become so successful within social media engagement.

See engagement insights and what content is working on the entire list of brands above and be sure to see the comparative content tends. The engagement performance report provides insights on gauging for better content. For some more individual insights for the biggest brands, be sure to check these companies out: Dr. Pepper, Zappos, and Nike.

Money cannot buy your audience’s long-term attention or interest, only great content can. Here, we have taken another twist. Looking at the Infographic below further emphasizes this idea as the top-spending companies upon advertisements are NOT all found within the list of the Forbe’s World’s Most Powerful Brands as well as through the first 50 states image posted in the beginning. And if so, they are lower ranked than those who are either not on the top spending companies or are spending significantly less money. Furthermore, the previous Infographic above shows that many of the leading brands per state are not mentioned at all on the 25 biggest spenders such as Dr. Pepper, Zappos, Nike, and many others. Most of these brands were actually only placed within Forbe’s most powerful brands list.

The image on the left depicts The Top Spenders in Advertisements today. This list not only shows the highest spenders but also the percentage of social engagement acquired after doing so. Comparing the figures provided within the image yielded extremely interesting results regarding the relations between spending vs engagement.


The graph on the right graphically correlates Media Spending and Engagement from the The Top Spenders in Advertisements seen above. This image segments these brands into four different industries of Food, Retail, Mobile, and Auto. 

The graph shows a extremely vital correlation between money and popularity within social media. For instance, take a look at the mobile industry in the image on the right. A whopping 1.59 billion dollars is spent by AT&T for advertisements yet their engagement within social media is only a disappointing 14.1%. More social engagement insights on AT&T can be found on InfiniGraph Now, its competitor T-Mobile only spends roughly 773 million dollars for their advertisements and is able to have an impressive engagement of 49.9%. More details on T-Mobile‘s industry report can be found on InfiniGraph.  A similar pattern can be found within the other three industries of Auto, Food, and Retail. The companies spending less money are able to gain a higher percentage of engagement with that particular target audience than those paying much much more.

To further emphasize the differences of Spending vs Engagement, we have another quick analysis below of the engagement of other top brands that can also be compared to the list of both the Forbe’s Most Powerful Brands as well as the Top 25 Spenders. For instance, Starbucks, a leading brand that is not only on both the Forbe’s Most Powerful Brands but also on the 50 states Infographic, is not located at all on the Top Spenders. Through our analysis, it is quite clear that Starbucks has a very high average amount of Facebook engagement comparatively to many of the other brands below that are spending much more money such as Walmart or Verizon proving content is the king. Get more info on Starbucks, Walmart, and Verizon!

Be sure to check out our individual analysis of each brand that we listed above in our Media Spending vs. Engagement above such as McDonald, Budweiser, Subway, Macy’s, JcPenny, Target, L’Oreal, Verizon, AT&T, T-Mobile, Sprint, Ford, Nissan, Honda, and Toyota

Below, InfiniGraph added another quick analysis on the biggest brands mentioned above in the Top Spending Megabrands. Here, we can see which brands are doing the best comparatively in terms of social media engagement.

More info on the MegabrandsSee more of this analytical data  and access the industry report (Note each brand on the right side is clickable to access single brand depth) inside InfiniGraph.

Now, we can track the real-time trends and obtain a real-time view of what’s trending within each brand. Click HERE to get more information and see who’s driving the engagement out of all these major brands and companies. Furthermore, every brand on the right side is clickable and you can see more in-depth as to the level and quality of content each company is putting forth that is going through their official Facebook and Twitters to justify the level of popularity they are receiving. This further emphasizes the idea of the declining role money now plays in obtaining social engagement.

So, why this huge discrepancy within these companies? As I have continually emphasized through the post, the differing quality of content all these companies push out.

A larger amount of money spent on advertisements does NOT equate with a larger engagement within their target audiences. Enough money spent towards meaningful and effective content is the sole method to engage the audience for the long-term. The most evident examples include Google, IBM, Coca-Cola, Microsoft, and Intel that are all found within Forbe’s most powerful brands but are not found at all within the list of big spenders. These specific companies are able to push out quality content by efficiently spending their money in the correct topics, content, and tools to best engage with their target audiences to create longevity.

(Credit: University of Massachusetts Dartmouth)

A bar graph comparing the percentages of social media usage in Fortune 500′s top companies. Look at the increasing usage of social media tools used today.

More specifically, looking at the graph above, successful companies are taking advantage of valuable social media tools to create engaging content. Of those Fortune 500 companies, 77%  keep active Twitter accounts, 70% have a Facebook page, and 69% have YouTube accounts. All these stats are continually rising year by year. Connecting with Forbe’s Most Powerful Brands such as Google, Starbucks, Coca-Cola, Walt Disney, and more, these particular companies all carry a significant impact within today’s social media by producing huge Twitter and Facebook followings after feeding their target audiences intriguing content through blogs, tweets, and posts. Due to the popularity of these social media tactics, the most powerful brands and companies today are the ones skillfully leveraging these social media tools to generate the best content for the public.

With this in my mind, companies today should be much more mindful and careful of the quality of content being introduced to the audience. A smaller amount of money spent towards gearing and shaping the content correctly towards their audience’s needs is a much more successful tactic than those who spend a much larger amount on irrelevant content and tools as they gain relatively little engagement.

To get more exciting information regarding today’s content marketing performance insights, check out these other free eBooks that we offer! Get all this info immediately by just registering!

Be sure to check out our NEWEST release of “What’s Engagement: How Data Driven Marketers Are Crushing Content Marketing” for all of today’s top Content Marketing insights!

A MUST Download! And…

Download our latest eBooks A Brand Manager’s Guide To Content Marketing In Social Media: 20 Areas of Excellence To Ensure ROI Get this free 72-page ebook written by Brian Carter and 25 other thought leaders today.

What's Engagement? How Data Driven Marketers Are Crushing Content Marketing

“What’s Engagement?”  A thought provoking question marketers should ask themselves that not only instigates but also produces varied but comprehensive answers, perspectives, and insights regarding today’s best tactics of social media engagement. Here, through our free eBook of “What’s Engagement”, you will learn how to skillfully meld your company with today’s social media to best connect with your audience. But, even more importantly, HOW do the brands effectively create, introduce, and advertise content that is both engaging and sustainable to their target audience? This question is thoroughly answered within this free eBook authored by Chase McMichaelDr. Natalie PetouhoffBrian Carter, and over 30 notable marketing contributors.

Get Your Copy Today!



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Get all the information you need on how to effectively utilize your social media engagement and content marketing from the free “What’s Engagement” eBook today!

Enter your contact info above to download this free eBook now!

What’s Engagement, more specifically, will give the most adequate tactics to:

1. Effectively utilize and prioritize your Mixed Media resources such as Facebook, Twitter, etc. See what media sites are being the most used and are the most effective to garner more attention for your company.

2. Understand the importance of catering your company’s image to your target audience, adapt to consumer needs through social media to gain valuable customer opportunities.

3. Emphasize the sustainable Storydoing Method to enforce narrative rather than solely through short-lived and baited communication (storytelling) with the product or service. This will create a more proactive community and loyalty through the customers that can be further expanded using social media. It will further positively impact other standard marketing goals such as annual revenue, budget savings, growth rate and shareholders’ views.

Below is an example of the storytelling technique by melding together two very diverse entities: cars and surfing. This is used by the commercial “Mazada Game-Changer.” Click  HERE for the full video.

4. Maximize the competitive advantages that Real-Time Marketing provides in comparison to the static-editorial calendar method by actively engaging with your audience.

5. Become a Leader within your industry by instigating and kickstarting conversation.

6. Obtain the insights and valued advice from top marketing leaders of all different backgrounds for the most compelling social media engagement.

And why is all this knowledge and insight valuable to you?

Social media engagement, as demonstrated through the image above, has become increasingly relevant and important within the field of today’s content marketing as an extremely invaluable tool to utilize. This has only been perpetuated from Google as they have launched moves to evolve a higher quality of content their audience receives. From the image on the right, one can see that SEO and content engineering have essentially swapped roles in importance as the impact of the social feed in today’s media has forced companies to become more attentive to the quality of material they are putting forth.

Ultimately, “We know that quantity of the content does not matter and, instead, the type and quality of the content.” Look below for a evident example of this idea.

Here, we found from our numerous responses, that Facebook Shares is the most effective method to reaching out for an audience showing the importance that content carries.

You can find more information on this interesting aspect in our What’s Engagement eBook by simply entering your contact info above!


Other notable contributors to look inside for include Alyson Stone, Josh Harcus, Michael Kwolek, Frederick J. Nager, Grzegorz Guzdziol, Steven Moore, Evan Greenberg, Inga Starrett, Wayne Pelletier, Molly Cantrell-Kraig, Michael Stich, Jon Wright, Sunny Virmani, Brett Bumeter, Richard Neal, Dr. Augustine Fou, Richard White, Matt Corey, Maryna Burushkina, Jascha Kaykas-Wolff, Johann Carpio, Christopher J. Skinner, Karen Kallet, Phoebe Yu, Erin Korogodsky, Rebecca Foss, Mark Giangreco Jr., Mario Herger, Nina Ho, Alissa Circle, Chelsea Marti, Steve Stratz, Davaughnu Banks, Fabio Fabbi, Miguel Gonzalez, Tariq Ahmad, Jason Burnham, Amar Trivedi, Mikal Belicove, Wayne Pelletier, Adam Keats, John Lee Dumas, Gustavo Demoner, Rich Taylor, and Michele McConomy. All their insights regarding social media engagement can only be found here!

To get more exciting information regarding today’s content marketing performance insights, check out these other free eBooks that we offer! Get all this info immediately by just registering!

Be sure to download the exciting new release by our partner RM214 “The World’s Top 50 Fashion Brands in Social Media.” A Must Download! And…

Download our latest eBooks A Brand Manager’s Guide To Content Marketing In Social Media: 20 Areas of Excellence To Ensure ROI Get this free 72-page ebook written by Brian Carter and 25 other thought leaders today.

5 Ways Social Beauty Is Not Skin Deep – Engage and Win

The beauty and cosmetic industry is dominating Social Media, and for good reason.   Women are the most socially active consumer group when it comes to Facebook /Twitter, and they create a wealth of engaging content.   There is a high stakes game going on with whoever captures the mind share of this group, evokes their passion, and captures their pocket book.

In our previous post “Content Curation: Advocates, Influencers and Relevance”    we noted that good content curation enables thought leadership, higher engagement and an increase in Facebook Edgerank.  Edgerank is how Facebook manages which posts get placed at the top of an individual user’s news feed.   Brands that have figured out how to curate, outperform and often are more profitable than those who do not curate their own content.   Be sure to download Dr. Natalie Petouhoff eBook “The Social Engagement Rankings of the Top 15 Cosmetic Brands” for more in depth analysis of who is driving engagement and on what.

See top 15 social cosmetics brand rank and what content is driving them higher.

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According to L2  – L2 Think Tank is a research group who created the Top 100 Prestigious Brands. We connected with the founder Scott Galloway, at OMMASocial NY where we saw the considerable level of work the team took in order to come up with the Top 100 list.  The analysis focused on the engagement leaders within the luxury category in 100 top brands on Facebook.

InfiniGraph took this research further and applied social-behavioral analytics in order to better analyze the list.   (NOTE:  each brand name listed is clickable. Click the links below in order to run the InfiniGraph Social Intelligence on each brand.)

L2 Top brands L2 Rank L2 Class
CLINIQUE 165 Genius
BENEFIT 149 Genius
BOBBI BROWN 148 Genius
LANCÔME 140 Genius
CLARINS 137 Gifted
MAC 135 Gifted
NARS 131 Gifted
AVEDA 123 Gifted
L’OCCITANE 118 Gifted
KIEHL’S 108 Average
SMASHBOX 105 Average
SHISEIDO 93 Average
SK-II 63 Feeble
FRESH 62 Feeble

Scott Galloway says:   “While many prestige brands wait for hard [return on investment] to justify a shift in human, creative, and financial capital from traditional to emerging platforms, others have taken a leap of faith and are in an arms race to acquire Facebook likes.”

With cost-per-click “ads on Facebook up 40 percent” in the first quarter of 2011 versus the same time last year, “the industry may look back and regret not having aggressively built communities for a fraction of the cost”.  However, winning on Facebook is more than just like count. Although many prestige brands maintain monocular focus on the size of their Facebook community, “they have failed to embrace the authentic two-way communication and marketing activation required to monetize the platform.

Applying social-behavioral “intelligence”

Through InfiniGraph’s Social Intelligence which uses social-behavioral analysis on content interaction we found that Urban Decay Cosmetics  was the second most connected brand to people active on the L2’s top Beauty / Skincare overtaking Clinique and Bobbi Brown.   Below is the Top 5 Brand Affinities based on what consumes behavior is around other contented activity as they relate to the Top 5 L2 cosmetic brands.

Sephora is the most influential retail outlet and dominates socially, whereas top publications are Allure Magazine, Marie Claire, Who What Wear and Fashionista.

Looking at the Urban Decay Top Affinities chart above it’s clear where the best source of cross posting content resides.  Sephora still leads the way as a major connector along with Marie Claire.

But, we wanted to take this cross relevance further.  Below you can see the cross counts (who shows up more with greater content activity) of the L2 top brands with the most trending cross connections.  Sephora is over 50% greater than any brand or retailer!   Swiffer and Food Network made it in the top 16 providing a unique insight on what other properties are getting engagement and should be used in targeting.

All brand displayed were derived from the Top 5 Brand Affinities and shows you which consumers are the most socially active in reference to the L2 Top brands, and, where content should be sourced from, via partnering and targeting.

Social Analytics is changing the way we communicate and interface with brands that sell “feeling good” through health, wellness, and beauty.  The brands that successfully leverage conversation will dominate, as more buyers become more socially connected.

Key takeaways:

  • Brands that allow posting on their wall obtain higher engagement
  • Engagement around products got the highest interaction rates
  • Posts around contests and promotions registered the lowest interaction rates.
  • There is poor integration  across digital platforms when using the Like and Share within content and promotion
  • Competence on Facebook is inextricably linked to shareholder growth

It’s clear a lot can be learned from the beauty industry.    Not all brands are created equal and in this tech savvy world, those that are more likeable, sharable, and engaging, will cut through the clutter.    The competition is steep, everyone wants to be the “thought leader,” but only a few can be.    Learning how to harness your content will make for a much more effective social experience.

Questions to ask:

  • When Content trends on your brand, what do you do?
  • Are you getting the most out of your content marketing?
  • Are you expanding your outreach on what your consumers engage with, or letting it die?
  • Are you asking your audience questions around your trending content?

What areas of content are getting you the most social traction?  Share with us sites you have seen that are doing well with curated content creating engagement.

Be sure to download the exciting new release by our partner RM214 “The World’s Top 50 Fashion Brands in Social Media.” A Must Download!    And…

Download our latest eBooks A Brand Manager’s Guide To Content Marketing In Social Media: 20 Areas of Excellence To Ensure ROI Get this free 72-page ebook written by Brian Carter and 25 other thought leaders today.

Exclusive Insights into The Top Automotive Companies With the Best Social Media Engagement

Be the first to access  Dr. Natalie Petouhoff presentation and comprehensive industry insights presented at the Automotive Social Media Summit 2013.   Social media engagement is one of the top metrics most marketers are measured on. In truth, what engagement comes down to is people sharing things- posts, pictures, comments, status updates, videos, links, offers…  That’s why content and storytelling matters so much in social media marketing.

Story-telling driven content is what drives customers through the marketing funnel in an authentic, genuine way– while humanizing the brand and building a strong bond and relationship your customers. It educates buyers without overwhelming them with blunt (buy our stuff) ads. It energizes your campaigns with content that compels people to share it because it’s relevant to them. That sharing increases your share of voice and the number of people in your marketing funnel.

Because The TLS Auto Summit Conference is such a special gathering of the top people in automotive, I wanted to make available my exclusive research on the automotive industry brand engagement insights.

Exclusive Insights into The Top Automotive Companies With the Best Social Media Engagement

Exclusive Insights into The Top Automotive Companies With the Best Social Media Engagement

Download my presentation & access the insights!


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With 3.5B pieces of content shared per week, that’s a lot of sharing. And for most marketers, it’s overwhelming to figure out this content “game:”

  • What creative content works best?
  • What are your competitors doing that you are not?
  • How can you find fans that you have in common with affiliate brands to increase your fan base– fans you can’t find any other way?
  • What’s the best social channel to put your content on, i.e., where are your fans & your competitors posting / engaging the most?
  • Who’s got the largest share of voice? Higher post volume does not always equal engagement
  • If you are going to place an ad, which affiliate brand should you partner with (i.e., which affiliate brands have the same fan base as yours?)
  • And how can you save money on creative content by finding the top content that’s trending with your target audience and be able to automatically add it to your editorial content management system…?

To get some insight into these and other questions, please register and download exclusive access to the automotive industry insights – whether you represent a luxury brand domestic car brands, imports… I hope you enjoy the research and look forward to your thoughts and questions.

Be sure to download our latest  eBooks A Brand Manager’s Guide To Content Marketing In Social Media: 20 Areas of Excellence To Ensure ROI Get this free 72-page ebook written by Brian Carter and 25 other thought leaders today.   And ….

Content Curation: Advocates, Influencers and Relevance

The success of Flipboard, and can be attributed to topic filtering and content aggregation. With the recent Linkedin acquisition of RSS visualizer for $90MM visual content access has never been hotter. Tumblr which was recently purchased for a massive $1.1B is in may ways a curation platform. Combining the social graph of friends’ Facebook and Twitter connections to determine what content is trending and advance interface design the renaissance of intelligent content consumption is on.  The overall success of social news generation depends heavily on quality content creation and brands are doing every thing to leverage content marketing as the new ad wooing customers to engage.

There are many feature companies such as, Topsy, Percolate and others, offer amazing keyword curation, from tracking number of clicks to who is grouping around a topic. The challenge is applying the right social insights matched with enterprise-grade data handling.  The consumer has moved from a keyword world to an interest graph requiring great context filtering over the array of content being consumers.   This content consumption graph is the bases of a smarter approach to curation creating techniques brands can leverage across this lucrative consumer data stream.

Tapping content shared among your friends, i.e. content crowdsourcing, is not new but the intelligence to parse what should be curated and how is. Enabling brands to be at the center of vertical content discovery is a valuable way to leverage this almost infinite information stream, while keeping the conversation relevant to your audience.   Even linked in has jumped in on the curation game, however, the relevance is very lacking and not based on trending interest topics.

Current solutions can explore links from your Twitter stream, plus your followers and their followers, ranking them based on how many people link to them. These products are conceptually similar but sorted based on contributors. also achieves this type of curation, while exposing influential people on Twitter.

Collaborative filtering has been discussed since 2002, but it was Twitter and Facebook’s sharing of links plus feed amplification through the social graph which was the game changer.

Here is a great illustration of brands and their comparative engagement.   If you are selling into the baby market this information is priceless.  What’s trending over these brands is also an amazing curation source and a barometer to relevance over and industry.   By dissecting the content down and applying scores on each content creates a much greater degree of flexibility and relevance.

Below are all the brand found in the InfiniGraph Engagement Insights report click on a brand name to see in real time what’s tending and the consumer brand affinity on the right of each brand.   Collectively used to surface trends and industry insights.    Its easy to see the content trends in action on each brand now take the industry collective and you have Hypercuration(tm).

aden + anais
Amy Michelle Go Totes
Baberoo – UK
Baby Einstein
Baby Jogger
Baby K’tan
Baby Trend
Bambino Mio
Beaba – France
Beaba USA
Beco Baby Carrier
Boon Inc
Bravado Designs
Bright Starts
Britax UK
Bumbo Australia
Bumkins Finer Baby Products
Caden Lane
California Baby
Chicco Malaysia
Combi USA
Crane USA
Diono UK
Dr Brown’s Natural Flow UK
Dr. Brown’s Baby
Earth Love’n Paper
Earth Mama Angel Baby
Eco Sprout
Eddie Bauer
Episencial Skin Care
Flensted Mobiles
Floppy Seat
FuzziBunz Cloth Diapers
GoGreen Diapers
Graco Children’s Products
Green to Grow
Green Toys
i play., Inc.
Philips Avent
Philips Avent – RD
Philips Avent – UK
The Boppy Company
The First Years
the world of Eric Carle

What’s the big deal? For a brand, knowing your audience and who has the most social resonance with specific content provides a valuable engagement conduit to similar communities.   Accessing the industry averages enables content programing based on statistical analysis not guess work.  Finding your advocates by how much relevant action they’re engaged within over a content vertical is the best way of identifying authentic social interaction.   See Blooming Baby example on a post that truly acheive massive engagement.   If you’re in the baby products and missed this one here is just a sample of trends that would benefit your brand by doing smart co-marketing.

Below is a visual breakdown of what’s tending over the baby and toddler brand segment.  Category segmentation enables you to determine content interests resulting in key social indicators and what content best matches a brand audience.   Brand managers need to know what’s working prior to developing a content strategy.

Tools that measure your reach and determine the best content approach are still primitive. and similar tools work most of the time, except when links are altered by other social services. Sharethis and AddThis are trying to address this issue but requires the installation of the widget.   Bring together many data sources is complicated and the marketing department doesn’t need more data they need specific direction.

Tools like SocialTALK, Zuberance also enable tracking shared reviews. Rowfeeder pulls data directly from Twitter and Facebook and counts brand mentions to help find possible advocates and Socialchorus leverage managed networked influencers to push brand messages.   The main problem is most consumes are not mentioning the brand name but acting on content relevant to and industry.  While the combining social monitoring and analytics with various sharing tools is possible, challenges still remain when looking to get influencers and advocate continuously engaged.

The benefits of accessing social engagement over an industry offers marketers a way to map relevant conversations ranked by influence, something that was previously impossible. But identifying brand advocates based on true social interaction and authenticity is still very difficult.   Here we looked at both brand and people with high content engagement within a specific industry.

Yet it’s becoming critical for brands to better understand how their content is being shared, how similar content is being consumed and where the content of competitors is being shared online. Using large-scale engagement performance techniques enable the heads of marketing to find the most relevant content to drive strategy, planning and curation, while engaging their audiences with far greater relevance.

Going beyond keyword monitoring and looking for opportunities to optimize the word-of-mouth effect of your social network content will greatly increase your reach. So key questions to ask your team are: How do you track your content  today? What content are you curating through your feeds and what’s getting the most traction?

Be sure to download our latest  eBooks A Brand Manager’s Guide To Content Marketing In Social Media: 20 Areas of Excellence To Ensure ROI Get this free 72-page ebook written by Brian Carter and 25 other thought leaders today.   And ….
The rules of the game have changed. And they keep changing annually. Are you up to date on what an executive needs to know about social media marketing and sales? Read about these seven simple but powerful insights that are critical to achieving 7 Social Marketing & Sales Strategies Executives Must Know in 2013your corporate goals in the age of social media.   Get this critical new 16-page report written by Brian Carter, Dr. Natalie Petouhoff and Chase McMichael today.