b2b content marketing insights - what does the data tell us?
TRANSCRIPT
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Data Driven Insights into Content Marketing and Staying Smart
Sept 2016www.buzzsumo.com
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Data Insights ToCreate Better Content
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What content goes viral?What is everyone reading?
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Elements of Viral Content
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1. Surprise People(938,000 shares)
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2. Leverage A Trend
1.5m shares & 400,000 comments
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3) Inspire people1.4m shares
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4) Picture List Posts522,000 shares
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5) Exploit Cute Animals & Babies
683,000 shares
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6) Be Amusing
1.4m Shares
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7) Be Controversial
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8) Quizzes3.9m shares
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9) Tell Them The Secrets Of Success127,000 shares
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Viral Headlines
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Elements of Viral Content
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B2B Content
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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
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Distribution of B2B Content Shares (100 top sites)
Only 4% (4,500 of 114,000 posts) got more than 3,000 shares.
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Social Networks
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B2B Shares By Network (100 top sites)
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Short Form v Long Form
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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
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Q:How many articles does the Washington Post Publish every day?
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A: 1200
And they’re short
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High Volume, Short Form Content Reaches the Long Tail
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So short works. What else?
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IFL Science
Short posts + single image, chart or video to get a concept across.
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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.
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‘How To” posts
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‘How To’ Posts
15% of top posts were “how”, “how to” or “ways to”
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Be The Best Answer
Over 1,000 links from over 640 domains
Forbes “What is content marketing?” 50 links
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What works on Facebook?
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Lessons from 1 Billion Facebook Posts
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Leverage Trending Content
What is trending in your industry today?And how can you filter out the noise?
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Our new tool:Anders Pink
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We all want to stay smart and learn every day.But there’s too much content and too little time.
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We need better filters.
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TEAM
We need better filters.
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Help teams learn continuously and collaborativelyShare more, learn more, save time
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5 ways to get briefed like a President
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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
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Stay smart and keep learning on anything
Influencer round-up
Competitor watch Preferred sites and feeds
Latest trendsPractical tips and how to
Brand Tracker
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Daily digest email
Latest from your briefings and team activity
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We need to be briefed like the President.
5 ways to stay smart as a team
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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
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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