At Eloqua, two principles guide our content marketing efforts: “Content as a Service” (content should help people be more productive in their jobs or lives) and “Content as a Franchise” (each piece should contribute to a larger content “franchise,” a brand with its own attributes, voice, versions and even shelf-life). The Blog Tree series of infographics embodies both of our philosophies. It helps our audience discover new bloggers that relate directly to an area of their professional interest, and in doing so it continues a signature brand that we introduced over a year ago.
Today we published the third installment of the series. Called The Blog Tree: UK Edition, our latest infographic centers on bloggers in the UK. With the help of our European PR firm (Hotwire PR), Edelman’s nifty BlogLevel influence “grader,” and the design chops of JESS3, we are able to provide you with an interactive guide to the most influential marketing-related blogs in the UK.
The Blog Tree: UK Edition is similar in scope to its predecessors. It is comprised of 67 blogs (comparable to previous Blog Trees) across seven categories (marketing, PR, social media, design, search engine optimization, start-ups and technology). The familiar “root system” (the new sources that “feed” the tree with source material) is back. BlogLevel also makes a repeat appearance. What’s new is the way influence is visualized.
Unlike previous versions, The UK Edition visualizes influence by height. The higher a leaf is placed on the tree, the more influential the corresponding blog. Leaf color represents topic. There’s also a new twist on the appearance of the tree itself. To cheer the popularity of digital scrapbooking site Pinterest, there’s a three-dimensional element to today’s image. The leaves appear playfully stacked, like keepsakes in a scrapbook.
Finally, what’s also new is the fox, one of the national symbols of the UK. Sure, we could have included a lion (nice try Jonny Bentwood and our friends at Hotwire), but we drew the line at woodland creatures. We’ll save the lion for our next franchise: The Pinterest Safari.
To display The Blog Tree: UK Edition on your blog, feel free to use the following embed code: