Content—in all of its forms—seems to make the online marketing world go ’round.
Though marketers understand the benefits of successful media relations outreach or social media sharing tactics, they rarely take a hard look at how all their content performs—even the most unsuccessful posts.
Can thoroughly tracking case studies, white papers and other content help improve your content marketing strategy?
After recent analysis of 1,000 stories and more than 26,000 links, researchers at Fractl think so.
When it comes to improving your content’s reach, Fractl data point to several key points.
Sharing is rare
Data show that even the most authoritative sites don’t always attract a ton of engagement on social media. Despite the size of a site’s audience and its sharing capacity, roughly 50 percent of links with high domain authorities—or Google ranking—saw zero shares.
From the analysis:
Most of our links will get zero shares. We’re not the first ones to notice this. Our friends at Moz and BuzzSumo looked at one million articles and also found that three-quarters of them received no social shares. On average, our campaigns were shared 11,000 times on social media. Yet, the top-performing link for an average campaign accounts for roughly 63 percent of total shares.
This means that content marketers need to have a promotions strategy that focuses on both building high-quality links and encouraging social traction. Even if a top site writes about your content, it doesn’t mean they will promote it on their social platforms.
Investing in visuals isn’t for everyone
Although it’s considered widely beneficial to include such assets—video or images—with every piece of content you post or pitch, data say that isn’t exactly accurate.
Depending on your industry’s niche, target audience or content’s focus, certain rules apply.
RELATED: Tell better brand stories on Facebook, Twitter, Instagram, Snapchat and your blog.
Here’s more, from the analysis:
It’s always exciting to see a publisher use all of your assets in their story, however, this will not always happen. We looked at the word and asset (image and video) count for 1,300 articles on top sites [and] found that publishers in education covered the lowest number of images and videos on average. Entertainment publishers covered the highest number.
Thinking about hiring a full-time infographic designer? Pay attention to how well those posts have performed for you in the past.
From brand relationship strategist Ashely Carlisle:
Plenty of research highlights the growth in popularity and the efficacy of using visuals to help generate audience engagement. Among other benefits, visual assets (especially the data-driven visual assets like infographics) are more memorable to viewers due to their effectiveness at communicating information quickly.
Knowing how labor-intensive designing visuals can be, we broke down the data to see if it was worth creating a large portfolio of assets to demonstrate the data in hopes of improving media promotion viability.
Publishers in education, business, finance, technology, drug and alcohol and home and garden realms don't often accompany their coverage of the campaign with a high number of the corresponding data visuals.
If your organization belongs to one of those categories and you’re hoping to get your latest infographic picked up, data suggest you reconsider whether your resources are better spent elsewhere.
Instead of creating a cool technology GIF for your next campaign, Carlisle recommends offering a more in-depth data analysis.
Alternatively, content marketers who focus on entertainment, health, fitness, pets, travel and fashion should expect to see a greater amount of media coverage if they heavily invest in creating visual assets.
Continue to build relationships
Data in 2016 still point to the relevancy of decades-old PR tactics—one is media relations.
To help build better links—and see wider coverage—Carlisle suggests conducting extensive research on the publishers and journalists you target.
She adds:
Build strong relationships with the writers that will best fit the campaign your team is promoting. Sharing unique or even proprietary information and knowing and targeting a relevant audience can help ensure your content break through the noise.
Agencies that demonstrate a knowledge of creating effective content and gaining social traction will outshine the competition.
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