On March 5th the content marketing company, inPowered, announced that it is opening up its platform to the organizations and the public for free. The inPowered platform enables users to search topics and then delivers the most trustworthy content about the topic. This means that companies can quickly and easily find credible content written about their brand, while the general public can quickly find trustworthy information about the topic of their choice. Currently, many content marketing company offer similar services but what sets inPowered apart is that they are now offering their services for free.
Here is a preview of the inPowered dashboard:
Image source here.
To decide what shared content is the most trustworthy, inPowered evaluates things such as the lift in reads and social shares. Once inPowered has identified which content is the most engaging with a brand’s audiences, the brand can pay to promote those articles as native ads on third-party sites via the inPowered distribution platform (see paid amplification below.)
Companies can also choose to promote the content they find within inPowered on their own social media channels, at no cost (see free amplication below.)
- Free Amplification – inPowered’s content discovery and amplification platform enables marketers, PR professionals and social media strategists to search for brands, products or topics and then discover and share the most trusted content to their fans and followers on Facebook, Twitter and LinkedIn.
- Paid Amplification – inPowered identifies the most engaging articles written about a brand, and then enables marketers to pay to promote that trusted content as native ads via inPowered’s targeted distribution. This enables brands to educate and shape
If brands decide to pay for amplification, inPowered also measures the impact these amplified articles have on the brand. It should also be noted that the evaluation capabilities are free for the brand, such as the search tool.
Why It’s Hot
First, it’s extremely important for a brand to know what its audience is saying about it. With the plethora of channels for consumers to deliver their feedback, inPowered offers a service that not only brings everything into one place for free, but it also evaluates and identifies the opinion leaders that brands need to be paying extra attention to. Although, this tool has offered a similar service in the past, what’s hot here is that the service is now free. Organizations will only pay for the consumer content they think that they can leverage to drive sales and further inform consumers on third-party sites.
Second, we live in a world where consumers are constantly being bombarded by promotional advertising, so brands are continuously seeking ways to set themselves apart. It’s clear that reviews made by unbiased observers are seen as immensely more valid than sponsored ads or testimonials. Therefore, this tool can provide brands with a database of real reviews at no cost, which they can feasibly convert into “native” ads on third-party sites or promotional content on their own channels. In addition, the content is already evaluated and declared relevant to the brand’s audience, saving companies time and money.
The CEO of imPowered summed it up well when he said “This means brands utilize credible, trusted content as native ads, instead of trying to make branded content look like trusted content. And unlike content amplification tools that “optimize” your content to get people to click on it, but result in low-quality traffic with high bounce rates – inPowered optimizes to get people to actually read the content you share.”
You can read more here and here.