Content Trumps: What Can a Content Audit of 22 Top Blogs Teach You?

TRUMPS
CONTENT
IS
THIS
YOU
Tuesday, 30 July, 13

WE KNOW
CONTENT
IS KING

BUT WHOSE
CONTENT
TRUMPS ALL?

Copyright Boomylabs 2011-2013
Last Week: Social Vs Content
We segmented
networks (Social
vs Content)
We highlighted
six types of
content network
http://
www.slideshare.
net/nickkellet/
what-makes-
content-social-
socialetworksvsc
ontentnetworks

This Week: We Audit 550 Posts
We analyze the
shareable content on
22 top blogs
http://buﬀerapp.com
http://business2community.com
http://businessesgrow.com
http://clickz.com
http://
contentmarketinginstitute.com
http://convinceandconvert.com
http://copyblogger.com
http://ducttapemarketing.com
http://heidicohen.com
http://hubspot.com
http://jeﬀbullas.com
http://kissmetrics.com
http://mackcollier.com
http://marketingprofs.com
http://
maximizesocialbusiness.com
http://problogger.net
http://searchengineland.com
http://smartinsights.com
http://socialmediaexaminer.com
http://socialmediatoday.com
http://spinsucks.com
http://thesocialmediahat.com

STARK
LESSONS

Video, Audio, Slides, Lists, Graphics & Docs
17 out of 22 blogs used video (78%)
8 out of 22 blogs used audio (37%)
10 out of 22 Blogs used slides (46%)
22 out of 22 Blogs used lists (100%)
20 out of 22 Blogs used graphics (91%)
1 out of 22 Blogs used docs (5%)

LET’S
EXPLORE

Let’s Explore One Blog
%age of posts
including video
%age of posts
including audio
tagged Listly
lists linking to
25 posts
%age of posts
including docs
%age of posts
including graphics
%age of posts
including lists
%age of posts
including slides

Methodology
Analyse the last 25 blog posts for 22 top blogs (we made a lists of each)
We manually tag 550 posts
We tag each post on the list based on it containing video, audio, slides,
lists, graphic and documents
Double counting is intentional - ie some posts can include a slides, videos,
lists etc
The total count for each media type was multiplied by 4 to give a %age.
The %ages are not additive across media
Videos, slides, audio and documents are easy to
categorize (no explanation required)
Graphics include infographic and memes or just
analysis or metric (generally not just screenshots
of photos)
Lists include any form of content that is broken
out as a number or unnumbered list. Generally this
was list of three items or more. It did not require
the list to be mentioned in the blog post title.

Each List = Tag Cloud
After importing the
25 urls to a listly
list and viewing
each post...
We tag each post
for the embedded
media
Explore the tag
cloud here:
http://list.ly/list/
6Cu

Let’s Explore Jay’s Blog
Jay is pretty much making use
of all types of media
He has a solid mix made up of
weekly content e.g. podcasts
etc
i.e. his content has a formula
How would your blog match
up?
What’s your content strategy?
Explore Jay’s posts we analyzed
http://list.ly/list/6Dx

HOT or
NOT

We Learn by Comparing
Eg Heidi Cohen vs
Jay Baer.
Stark comparisons
What do they mean?
What can we learn?
Vs

WANT
TO BE
KING?

Want Your Blog Analyzed for FREE?
“Like” this slidedeck on
slideshare AND leave a
comment with your blog
URL and we’ll make a
card for you by analyzing
your last 25 blog posts
Tell us where to ﬁnd a
photo too
What will you learn?
You too could be king!
IS
THIS
YOU

WHO IS
KING?

Leaderboard: Top List Users
1st
2nd
3rd
http://
contentmarketinginstitute.com

Leaderboard: Top Video Users
1st
2nd
3rd
http://hubspot.com
http://clickz.com

22 TOP
BLOGS

Jeﬀ Bullas
Blog Posts
http://list.ly/
list/6Cu

Kiss Metrics
Hiten Shah &
Neil Patel
Blog Posts
http://list.ly/
list/6Bf

http://mackcollier.com
Mack Collier
Blog Posts
http://list.ly/
list/6Be

Copy Blogger
Brian Clark
Blog Posts
http://list.ly/
list/6Cv

http://hubspot.com
Hubspot
Brian Halligan
& Dharmesh
Shah
Blog Posts
http://list.ly/
list/6Bm

http://businessesgrow.com
Businessgrow
Mark
Schaefer
Blog Posts
http://list.ly/
list/6Bo

http://maximizesocialbusiness.com
Maximise
Social
Business
Neal Schaﬀer
Blog Posts
http://list.ly/
list/6Bn

Convince &
Convert
Jay Baer
Blog Posts
http://list.ly/
list/6Dx

Heidi Cohen
Blog Posts
http://list.ly/
list/6Dy

http://ducttapemarketing.com
Ducttape
Marketing
John Jantsch
Blog Posts
http://list.ly/
list/6Dz

http://contentmarketinginstitute.com
Content
Marketing
Institute
Joe Pulizzi
Blog Posts
http://list.ly/
list/6E0

Social Media
Examiner
Michael
Stelzner
Blog Posts
http://list.ly/
list/6E1

http://problogger.net
Pro Blogger
Darren
Prowse
Blog Posts
http://list.ly/
list/6Cr

http://spinsucks.com
Spin Sucks
Gini Dietrich
Blog Posts
http://list.ly/
list/6Cs

http://thesocialmediahat.com
Social Media
Hat
Mike Allton
Blog Posts
http://list.ly/
list/6D0

http://business2community.com
Business 2
Community
Brian Rice /
Dan Criel
Blog Posts
http://list.ly/
list/6Cx

http://socialmediatoday.com
Social Media
Today
Robin Carey
Blog Posts
http://list.ly/
list/6D2

Marketing
Profs
Ann Handley
Blog Posts
http://list.ly/
list/6E2

http://clickz.com
ClickZ
Blog Posts
http://list.ly/
list/6EV

http://searchengineland.com
Search
Engine Land
Danny
Sullivan
Blog Posts
http://list.ly/
list/6EU

http://buﬀerapp.com
Buﬀer App
Leo Widrich
& Joel
Gascoigne
Blog Posts
http://list.ly/
list/6D3

http://smartinsights.com
Smart
Insights
Dr Dave
Chaﬀey, Dan
Bosomworth
& Stu Miller
Blog Posts
http://list.ly/
list/6D9

R U an ANGEL
OR a UX GOD
OR a RAILS
ROCKSTAR?

We’re Hiring & Raising
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https://angel.co/listly
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https://angel.co/listly/jobs
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https://angel.co/listly/fundraising
Follow us, Add Yourself as a Customer

RECAPS,
LINKS &
CALLS TO
ACTION

Incase You Missed the Infographic
See the next slide
Or check out
http://www.scribd.com/doc/153984518/
Shareable-Content-Content-Networks
http://visual.ly/shareable-content-content-
networks
http://youtu.be/R8ZsBpJslzY

HOW ARE
YOU
MANAGING
YOUR LISTS?

Check Out Listly
A collection of reviews:
http://list.ly/list/2SC
Lists you could make:
http://list.ly/list/1Hr

THE
ENDNick Kellet
nick@list.ly @nickkellet
Original Post: http://blog.list.ly/2013/07/22/what-can-a-
content-audit-of-22-top-blogs-teach-you/

NeXt iN SeRiEs:
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nIcKkElLeT/tOp-cOnTeNt-vS-
vIdEo-aUdIo-vS-sLiDeS-vS-
lIsTs-vS-gRaPhIcS

Content Trumps: What Can a Content Audit of 22 Top Blogs Teach You?

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