09 Sep Learning Advanced Level Content Marketing with Metrics
Content marketing is very powerful. It’s a way you can clearly communicate a brand message to your customers and get more of them. It also gets around outbound marketing messages that just say “Sell! Sell! Sell!” without doing anything engaging or bringing the customer in.
Exploring content marketing can help us figure out how to take it to the next level and create the types of content that gets results in the form of engagement – i.e. shares and links.
The folks at Moz.com and BuzzSumo analyzed one million pieces of content, ranging from blog posts to articles and videos, to examine what results in more links and shares. Here is what they found:
- Lists and videos get lots of shares. List posts and videos are both exceptionally popular and are two of the best types of content when it comes to generating shares online, particularly through social media.
- Lists and “why” posts generate links. Links from other peoples’ websites back to your site are very valuable, and lists and “why” posts both generate plenty. The average number of backlinks per list post in the study was 6.19, and “why” posts was 5.66.
- People share quizzes but don’t link to them. Quizzes are popular for social media, but people aren’t going to link back to your website with them.
- Opinion pieces overperform. Of the various types of content out there, some of the most successful came in the form of opinion pieces. These take a stance on an issue – a stance that can be controversial – and get plenty of links and shares as a result.
- Long-form content is a winner. Long-form content – content that is over 1,000 words – gets more links and shares on average than shorter content. Most pieces of content are shorter than 1,000 words (approximately 85 percent). Content between 1,000 and 2,000 words is the sweet spot.
- Research and numbers rule. People enjoy reading material that is backed by facts, numbers, and evidence. These content pieces tend to perform very well.
One major result from this study is that most pieces of content are of poor quality or aren’t visible enough to get favorable attention. Businesses as a whole need to get better at taking their content to the next level and being valuable to their readers.