b2b content marketing insights - what does the data tell us?

Data Driven Insights into Content Marketing and Staying Smart

Sept 2016www.buzzsumo.com

Stephen Walsh

@stephentwalsh

stephen@buzzsumo.com

Data Insights ToCreate Better Content

What content goes viral?What is everyone reading?

Elements of Viral Content

1. Surprise People(938,000 shares)

2. Leverage A Trend

1.5m shares & 400,000 comments

3) Inspire people1.4m shares

4) Picture List Posts522,000 shares

5) Exploit Cute Animals & Babies

683,000 shares

6) Be Amusing

1.4m Shares

7) Be Controversial

8) Quizzes3.9m shares

9) Tell Them The Secrets Of Success127,000 shares

Viral Headlines

Elements of Viral Content

B2B Content

How Many shares does B2B Content get?

Content Median Shares

Top 5 Marketing & Technology Sites(Incl Moz, SME, Techcrunch)

803

95 Popular Marketing and Technology Sites(Incl Hubspot, Buffer, Search Engine Land)

106

Hubspot B2B Customer sites (127,000 articles)

22

1m Random articles 8

Distribution of B2B Content Shares (100 top sites)

Only 4% (4,500 of 114,000 posts) got more than 3,000 shares.

Social Networks

B2B Shares By Network (100 top sites)

Short Form v Long Form

However…..45 of top 50 most shared posts less than 1,000 words

81 of top 100 most shared posts less than 1,000 words

Big opportunity for quality, short form content

Q:How many articles does the Washington Post Publish every day?

A: 1200

And they’re short

High Volume, Short Form Content Reaches the Long Tail

So short works. What else?

IFL Science

Short posts + single image, chart or video to get a concept across.

List Posts

30% of all B2B posts with more than 3,000 shares.

List posts beginning with 10 averaged 6,398 shares List posts beginning with 5 averaged 5,214 shares.

‘How To” posts

‘How To’ Posts

15% of top posts were “how”, “how to” or “ways to”

Be The Best Answer

Over 1,000 links from over 640 domains

Forbes “What is content marketing?” 50 links

What works on Facebook?

Lessons from 1 Billion Facebook Posts

Leverage Trending Content

What is trending in your industry today?And how can you filter out the noise?

Our new tool:Anders Pink

We all want to stay smart and learn every day.But there’s too much content and too little time.

We need better filters.

TEAM

We need better filters.

Help teams learn continuously and collaborativelyShare more, learn more, save time

5 ways to get briefed like a President

1. Create a simple keyword briefing 2. Refine with include words, influencers & domains 3. Add and filter RSS feeds 4. Discover and subscribe to public briefings 5. Stay on top with your daily digest email

Stay smart and keep learning on anything

Influencer round-up

Competitor watch Preferred sites and feeds

Latest trendsPractical tips and how to

Brand Tracker

Daily digest email

Latest from your briefings and team activity

We need to be briefed like the President.

5 ways to stay smart as a team

1. Create a team and invite people 2. Subscribe to and create briefings 3. Upvote, flag, comment and @mention to add

value4. Save content to boards, curate a knowledge

base5. Add URLs to Boards from anywhere

Native app for iOS and Android

Chrome Browser ExtensionClip and save any URL

Slack IntegrationPush Notifications to Slack

API : Now Live!Embed Briefings in any platform:CRM, LMS, WordPress, and more

Thank you!

www.anderspink.comwww.buzzsumo.com