Introducing Industry Pages: For Content Marketing Intelligence

We’re debuting a free level of competitive intelligence for content marketing, and we think it addresses a serious shift in digital marketing that’s only become clear in the second half of 2012, the shift to content marketing:

Pure conversations are no longer the primary kind of online interaction. We’ve switched to conversations focused on content.

Facebook dominates the social graph, and its activity is mostly focused on content (photos, videos, status updates and links). Twitter has always been a place to share and discuss links and photos. Content interaction has become predominant in part because of the network and real limitations of person-to-person interaction, even online. Facebook’s person-to-person interaction is limited to closed private networks, and when it’s more public, interaction between strangers is usually in comments on content. Twitter is also important (but has about one-tenth the users and activity of Facebook), and enables both person-to-person and people-to-content interaction. Twitter has been a busy place for people to publicly converse, but only a segment of users are interested in engaging in this way.

The Network Effect says that once a critical mass of people are in a network, such as Twitter, or Facebook, or LinkedIn, or even telephones, it becomes useful. But the Network Effect doesn’t mean we can interact with an infinite number of people. Person-to-person interaction has serious limitations. Dunbar’s number is the idea that humans can only maintain stable relationships with about 150 people. We have our own “tribes”. However, content can go viral, in that it can cross from tribe to tribe only if it has value beyond your own tribes.

Each tribe likes certain types of content. Each business vertical or niche is one kind of tribe. For example, there’s the mountain biking tribe, and even though they may live all over the world, they can see content via Trek’s Facebook Page, and pass it on to other aficionados. If enough mountain bikers are in touch, a great piece of content about mountain biking can travel to a majority of them. But people who don’t mountain bike and are more obsessed with comic books won’t care.

Friends don’t always share the same interests. This is a limitation of Facebook’s friends dynamic- even if I have 150 friends, chances are that I only share a few serious passions with each one. I may only have three to five serious passions I spend money around. And personally, I’ve noticed that some of my interests are so obscure (for example, I’m a huge fan of the band YES) that I don’t have ANY local friends who share these interests. I have to go global with a Facebook page or group to interact with them. Or I see them when I’m listening to music on spotify or rdio.

Based on the data, we of InfiniGraph believe that content, and how people respond to it, is the most important thing in marketing- much more important than person-to-person relationships. Social media has made websites social and is powered by a variety of social networks. These are vessels for hot content.

How do you reach the right people and persuade them to buy? You must have great content that is relevant and viral. If you’re Dunkin Donuts and you’re trying to get me to buy more donuts, you need to create content that both makes me want to buy a donut now and is something I’d share with my friends. Perhaps it’s a coupon AND a funny joke about justifying your donut addiction. This is why content marketing is growing so quickly as a discipline.

Here’s what you need to understand if you want to win in content marketing: whether you already are, or not, you need to be the strongest voice in your niche. You need to understand that your fans are interacting with other pages, and not just in your niche. For example, Home Depot has many fans who also are fans of Dunkin Donuts. So not only does Home Depot need to be as interesting as Donuts, they also could offer a free coupon to Dunkin Donuts with every $100 purchase. There are strategic insights and there is more competition for your fans’ attention than you think.

Which brings us to our Industry Pages debut. We’re releasing 40 Industry Pages.

  • Each summarizes the content marketing data across Facebook and Twitter for from five to 22 brands per niche, in 18 reports per industry
  • Below each chart you’ll see the hottest content in the niche. Which posts are creating the greatest interaction?
  • You can click on any brand to see more detailed content intelligence for that brand. For example, what other Facebook and Twitter accounts do that brand’s fans interact with?
  • Go try them out now!

The amount of data here is staggering, and all free. We’ll be releasing more industry pages every week. They are also a demo of our customized report capabilities for your company.

New Content Intelligence Industry Pages:

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