Finding Your Formula For Content Succees

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1 Steve Rayson @steverayson [email protected] Jason Miller @jasonmillerca [email protected] Finding your formula for content success by Buzzsumo and LinkedIn

Transcript of Finding Your Formula For Content Succees

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Steve Rayson@steverayson

[email protected]

Jason Miller@jasonmillerca

[email protected]

Finding your formula

for content successby Buzzsumo and LinkedIn

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Steve Rayson@steverayson

[email protected]

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Data Insights To

Create Better Content

@steverayson

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Data from three major

studies this summer

Analysis of 100m Headlineshttp://buzzsumo.com/blog/most-shared-headlines-study/

Analysis of 10m LinkedIn postshttp://buzzsumo.com/blog/write-engaging-b2b-headlines-analysis-10-million-articles-shared-linkedin/

Sector Based Review of 400,000 Most

Shared Posts – LinkedIn BuzzSumo DNA

Reporthttps://business.linkedin.com/content/dam/me/business/en-us/marketing-

solutions/cx/2017/pdfs/the_dna_behind_the_worlds_most_succesful_content_v1.pdf

@steverayson

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B2B Content Shares (100 top sites)

Only 4%

(4,500 of 114,000

posts) got more than

3,000 shares.

@steverayson

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B2B Content Shares

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 all types 8

@steverayson

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WordPress Posts

20172006

@steverayson

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@steverayson

What Headlines Work?

What was the top three word phrase or

trigram shared in Facebook headlines?

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@steveraysonTop Three-Word Phrases By FB Engagement

(100m Posts)

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@steverayson

The Promise

Will Make You

• 24 Pictures That Will Make You Feel Better About The

World

• 6 Harsh Truths That Will Make You a Better Person

• 13 Travel Tips That Will Make You Feel Smart

• 11 Must-Watch TED Talks That Will Make You Insanely

Productive

Content >>> >>>> Impact

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@steverayson

What were the top phrases that start B2B

headlines? (measured by LinkedIn shares)

But what about B2B?

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@steverayson

Most Shared 2 Word

Phrases That Start

B2B Headlines

How to import

How to stop

How to identify

How to succeed

How to manage

How to prevent

How to unlock

How to protect

@steverayson

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@steverayson

What was the most popular

list number?

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@steveraysonTop Numbers by Facebook

Engagement

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@steveraysonTop Numbers by LinkedIn

Engagement

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@steverayson

Some Interesting Data

How many words should you have in a

headline?

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@steveraysonMore Than You Think On Facebook

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@steverayson

Some Interesting Data

But is it the same for LinkedIn?

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@steveraysonOptimum B2B Headlines Are Shorter

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@steverayson

Power Words in

LinkedIn Headlines

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@steveraysonHigh Performing LinkedIn Headline

Words

• Top, best, successful, smart

• Million, billion

• Global, world

• Change, better, build, growth

• Advice, habits, tips, help

• Strategy, future, ideas

• Risk, need

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@steverayson

Post length Average Shares Median Shares Number of Articles

Less than 1000 words 348 165 38,300

Over 1000, less than

2000 words

485 180 4,898

Over 2000 words 485 194 763

Post length Average Shares Median Shares Number of Articles

Less than 1000 words 234 55 36,718

Over 1000, less than

2000 words

850 429 6,032

Over 2000 words 1,519 1,072 1,184

Technology Posts

Marketing Posts

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@steverayson

Post length Average Links Median Links Number of Articles

Less than 1000 words 10 1 38,300

Over 1000, less than

2000 words

13 2 4,898

Over 2000 words 26 3 763

Post length Average Links Median Links Number of Articles

Less than 1000 words 5 2 36,718

Over 1000, less than

2000 words

20 8 6,032

Over 2000 words 37 22 1,184

Technology Posts

Marketing Posts

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@steverayson

Some Interesting Data

What Type of Posts Perform Best?

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Marketing Industry Posts@steverayson

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Technology Industry Posts@steverayson

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It’s time

to pass

the torch

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Humans Have Shorter Attention

Span Than Goldfish, Thanks to Smartphones

You Now Have a Shorter

Attention Span Than a Goldfish

The Eight-Second Attention Span

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The new model

a long-form

blog

31 millionunique visitors

acquired

87 millionpage views

through

80 articles

that average over

2,000words each

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If you can blow someone's mind —

really, genuinely blow it, again in a really well-

written way — then that's something they

want to share."

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Power Pages(How to, What is)

Strong Opinions(Editorial)

Research

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+67%

Increase in Ave. Shares

2017 vs 2016

We are posting

less, but traffic

and conversions

go up.

+146%

Increase in Avg. Time on

Page

+128%

Increase in Total Shares

We:

+242%

Increase in unique page

views

-8%

Decrease in Bounce Rate

312%

Increase

YOY in Organic

Sessions

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We believed anything worth doing is

worth over-doing.”“

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Localisation

6 Blogs (3 French/ 3 Spanish)

34k Page Views (15% of total)

8 Minute Average Time on Site

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Do You KnowWhere You Are?

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Employees’ combined connections on social networks are,

on average, 10x larger than a

company’s followers

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Shared content is more credible content

Only 3% of employees share content, yet they generate

30% of all content engagement for a typical business.

Employees get 2x higher CTRs from their shares,

compared to company shares of the same content.

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6 job views

3 Company Page views

1 Company Page follower

6 profile views

and 2 new connections established

Every 6 pieces of content an employee

shares on LinkedIn influences …

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“ A single employee sharing 3 pieces of content a day

can add up to 23 million in additional reach in a year —this can add up to 60,000

additional events of people engaging with

your content.”

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Thank you

Jason Miller

Group Manager, Content Marketing

@JasonMillerCA

@LinkedInMktg

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Steve Rayson

Director at Buzzumo,

@steverayson