b2b content marketing insights - what does the data tell us?
TRANSCRIPT
Data Driven Insights into Content Marketing and Staying Smart
Sept 2016www.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
