RAM to the Rescue: Preventing Content Fails
44
Transcript of RAM to the Rescue: Preventing Content Fails
RAM: Research to the Rescue—Preventing Content Fails Before They Start
Our Analysis of 1 Million Articles
Low PerformingContent
Average PerformingContent
High PerformingContent
Normal Distribution of Shares & Links
What we found
Most content gets few shares and even fewer links
50% of posts received 8 shares or less
Content:Output up 78% Shares down 60%
Source: Trackmaven
43% of professionally-marketed blog posts receive fewer than 10 interactions
Joe Pulizzi
More content makes most people feel empowered and enthusiasticWe are mainly consumers of niche content
“There will be no Content Shock. Here’s why:
Joe Pulizzi
More content makes most people feel empowered and enthusiasticWe are mainly consumers of niche contentThe filters are improving
“There will be no Content Shock. Here’s why:
Social becoming an important filter?
But shares don’t lead to links
Facebook now drives 25% of all traffic to websites
Joe Pulizzi
More content makes most people feel empowered and enthusiasticWe are mainly consumers of niche contentThe filters are improvingGreat content rises to the top
“There will be no Content Shock. Here’s why:
We’re not done innovating eg native advertising”
“The idea that ‘great content rises to the top’ is over.”
Mark Schaefer
Shares and social traffic harder to achieve
Shares Per Article Published(Last 11 Months)
What Can We Do?
“Don't fear the glut.” Eric Enge
Content Marketing Strategy
Research
Your AudienceQuestions being askedContent resonatingCurrent trendsBest formats Popular authorsCompetitors Content opportunities
Monitoring
Trending contentCurrent issuesContent benchmarks Use alerts to track- New mentions- New links- Content published
Amplification
Links, shares & paidWho is amplifying content?Influencers & outreachEmployee advocacyRole of Facebook
RAM
The battle for content engagement can be won or lost at the research stage, before any content is even written.
Understand Your Audience
What questions are they asking?
What content resonates with them?
What do they share?
What to look for: Headlines
Formats Themes
Out-of-date content
Content with no visuals
Simple articles that could be deepened Overlap with your
expertise
Find the most shared content from your site:
What does your audience like to share?
What can you learn from competitors and industry leaders?
Find the formats that work
Content Length Matters
Content length that works
Can you find a niche?
“There are still tons of markets where no one has started to do a really good job at it. Jump in now and claim that early-mover advantage.” Eric Enge
Uncover the questions
Be the best answer, Lee Odden
RAM
BEFORE YOU CREATE YOUR CONTENT YOU NEED TO UNDERSTAND HOW IT WILL BE AMPLIFIED. WHO WILL SHARE IT OR LINK TO IT AND WHY?
Amplification Matters
RAM
MONITORING FUELS THE PROCESS!
What content is engaging your audience right now?
Thank You
@buzzsumo
