If content is king, it doesn’t live in a kingdom; it lives in a market whose currency is influence.

Cornell University-spinoff Appinions is out today with new package of content-marketing tools for better tracking the currency of content and its makers.

“Content is a thousand things,” director of marketing Jonah Bliss told VentureBeat. The new Appinions tools should help marketers make decisions about some of those things — such as which topics to publish, which content has the biggest influence, or who are the most influential authors.

Appinions’ platform does not just search for, say, keywords in blogs, social media, forums, news outlets, and other online content sources. It focuses on trends, sentiment, and influence — in short, why that content matters.

“If a stone is thrown into a lake,” Bliss said, “we don’t want” to report that. “We count the ripples.”

The many forms of content are being measured in a wide variety of ways these days, such as new tools from such content marketing-focused providers as Uberflip, Conductor, and BrightEdge.

Appinions, Bliss told me, works “with other content tools you have, and [our new tools give] you a view you wouldn’t otherwise have.”

A new Themes Reporting on the Appinions platform now shows as many as 80 themes in four types — concepts, entities, #hashtags, and @mentions.

There’s also now a theme word cloud, a drill-down into the original posted content pieces for that theme, a view of new or decaying themes, and a comparison of your brand’s themes compared to the overall trends. Previously, Appinions had what Bliss described as a “more simplistic breakdown,” without the capability to drill down.

Marketers are sometimes competing against themselves in such channels as news, blogs, or social. A new Publisher Analysis is designed to show the impact of each of those channels on discussions about that topic as well as the number of influential opinions recently published by specific publications.

Again, it has a deep dive into specific opinions or influencers in a source. It also has a feature to pinpoint those publications that “disproportionately” write about your competitors.

Similarly, a Most Influential Opinion Reports showcases the opinions/documents that have gotten the most attention, by topic in a user’s dashboard. Trend Charting offers interactive displays showing reactions over time to topics, including the discussion volume and sentiment trends.

The new Trend Charting tool in Appinions

Above: The new Trend Charting tool in Appinions

Image Credit: Appinions

And a new Topic Builder helps a user formulate topics with a search tool and Boolean operators, for determining what subjects they should monitor in articles and conversations.

A wide variety of standalone and integrated tools offer sentiment analysis, including HP Autonomy, Semantria, Salesforce’s Radian6, SAS Sentiment Analysis, and Attivio. Other contextual influence tools, enabling a company to find the most impactful content and authors on a given subject, include Traackr, mPACT, and Soc Metrics.

But Appinions is “very unique” in being able to do “a filtered analysis of broad conversations” on the fly, Bliss said.