content marketing data that moves the needle
TRANSCRIPT
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• Content Marketing Data • That Moves the Needle
Ross Hudgens, Founder, Siege Media@RossHudgens http://siegemedia.com
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Get the Deck:bit.ly/siege-dal
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My biggest frustration as a marketer is this.
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Not exactly this, I get that part.
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It’s that someone felt 309,000,000 articles on the topic needed
to happen.
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@ROSSHUDGENS
It’s that someone within two hours of creating this deck had perpetuated the cycle.
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It almost always leads to nothing – or in marketing terms, less than 8 shares per post.
Read More: http://bit.ly/8-shares
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@ROSSHUDGENS
I much prefer contentlike this.
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@ROSSHUDGENS
And this.
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The goal of this presentation is to make the gap between these two
concepts a little bit smaller.
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PART 1: CONTENT STRUCTURE.
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According to Outbrain, odd number headlines have a 20% better CTR than even number headlines.
http://backlinko.com/viral-content
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HubSpot found that adding [brackets] in their titles bumped up CTR by 38%.
http://bit.ly/hubspot-title-research
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Specifically, HubSpot found [templates] got the highest CTR average of all bracketed terms.
http://bit.ly/hubspot-title-research
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A study found writing with half that of conventional copy enjoyed a 58% improvement in readability.
http://nngroup.com/articles/how-users-read-on-the-web/
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The same study found concise, scannable, and objective content to have a 124% increase in readability.
http://nngroup.com/articles/how-users-read-on-the-web/
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Adding colorful images – especially above the fold, make it 80% more likely someone will read your content.
http://backlinko.com/viral-content
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http://socialfresh.com/blog-post-image-types/
Posts with hand-drawn images
generate 343% more shares than those with stock photos.
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Study shows linking externally has a positive correlation with ranking. Position 1 averages 50% more than 10.
Read More: http://bit.ly/external-outlinks
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Which content types perform best for business?
http://blog.hubspot.com/marketing/top-10-business-blog
1. Lists2. How to’s3. What Posts4. Why Posts5. Misc6. Infographics
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The top 50 business blogs are getting less than 7% of their total traffic from social media.
http://blog.hubspot.com/marketing/top-10-business-blog
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http://www.marketingsherpa.com/exs/Search08Excerpt.pdf
Short URLs are 250% more likely to be clicked than long URLs according to one study.
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http://backlinko.com/viral-content
Short URLs also create sharing friction on social media.
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Instagram engagement per post is 2.81% of total audience, compared to only .25% for Facebook.
https://blog.bufferapp.com/new-social-media-research
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How to capitalize with SEO-focused content? Include a CTA to check out content link in profile.
@ROSSHUDGENS
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Read More: http://bit.ly/perfect-pinterest
This is the perfect Pinterest photo,
according to data science.
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Read More: http://bit.ly/perfect-pinterest
• No human faces• Multiple colors• Lots of red• Moderate color• Vertical orientation• Little background
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Visitors who read an article for three minutes returned twice as often as those who read for one minute.
http://bit.ly/engagement-time
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If your content won’t capture attention for more than a minute, even if good, don’t try.
http://bit.ly/engagement-time
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Conversion rate is highest with 1 to 3 and 8 to 10 form fields – not 4 to 7.
http://conversionxl.com/reduce-form-fields/
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Welcome emails have 320% more revenue per email than other promotional emails.
http://blog.hubspot.com/marketing/optimize-welcome-emails
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PART 2: THE PERFECT INFOGRAPHIC.
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@ROSSHUDGENS
Using Buzzsumo, we analyzed the 1000 most shared infographics in the past year to find out what common characteristics
the most popular visuals have.
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The most shared infographics have 396 words shown on average – a short blog post.
Example: http://bit.ly/396-word-infographic
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Example: http://bit.ly/402-word-infographic
The infographics most popular on
Facebook had 402 words on average.
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Example: http://bit.ly/387-word-infographic
The infographics most popular on
Pinterest had 387 words on average.
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Twitter’s Most Popular: http://bit.ly/twitter-pop
The infographics most popular on Twitter had 442
words on average.
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LinkedIn’s Most Popular: http://bit.ly/linkedin-pop
The infographics most popular on LinkedIn had 502 words on average.
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The Ideal Infographic Size: http://siegemedia.com/size
The most popular infographics had
dimensions of 3683 tall by 804 pixels wide
on average.
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The most used colors amongst the most popular infographics:
@ROSSHUDGENS
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Industries Where InfographicsAre Most Popular
@ROSSHUDGENS
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Industries Where InfographicsAre Least Popular
@ROSSHUDGENS
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How many popular infographics use a color wheel scheme?
@ROSSHUDGENS
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The most used color wheel schemes amongst popular infographics:
@ROSSHUDGENS
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What’s a Triadic Color Scheme?
A triadic color scheme uses colors that are
evenly spaced around the color wheel. Triadic color harmonies tend to
be quite vibrant.
@ROSSHUDGENS
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What’s a Monochromatic Color Scheme?
Monochromatic color schemes are derived
from a single base hue and extended using its
shades, tones and tints.
@ROSSHUDGENS
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What Industries’ InfographicsDo Best on Twitter?
Anatomy of a “Perfect” Infographic
• <400 Words• 800x3500+• Features Blue • Color Wheel Scheme• On Health/Entertainment
Read More: http://siegemedia.com/infographics
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PART 3: CONTENT PROMOTION.
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@ROSSHUDGENS
What Days Covert Best for Outreach?Our Outreach Conversion Rates by Day
MONDAY
TUESDAY
WEDNESDAY
THURSDAY
0% 2% 4% 6% 8%
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@ROSSHUDGENS
Monday Converts 80% Better Than Thursday.
MONDAY
TUESDAY
WEDNESDAY
THURSDAY
0% 2% 4% 6% 8%
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Not sharing the link in our first email increased our outreach conversions by 63%.
http://www.siegemedia.com/blogger-outreach
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In analyzing thousands of outreach emails, we found the average converting subject line
to be 64 characters long.
Interactive for Search Engine Journal: SEO content analysis tool
@ROSSHUDGENS
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This differs from bulk email marketing research, which found 41-50 to be
the optimal length.
http://marketingsherpa.com/article/chart/subject-line-length-success
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*Our sample did not include a test batch of “longer” emails.
In analyzing thousands of converting emails, we also found the average converting email to
be 83 words long.*
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@ROSSHUDGENS
Our hypothesis? Long enough to be truly customized, short
enough to be easily readable.
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We surveyed lifestyle bloggers and found that pitching 55 days in front of the holidays is optimal
in order to guarantee a post slot. Pitch now!
http://www.siegemedia.com/pitching-bloggers
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• http://bit.ly/siege-dal
Ross Hudgens, Founder, Siege Media@RossHudgens http://siegemedia.com