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Actionable Content Marketing Benchmarks

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Slide 1: Title
Slide 2: Important questions to ask yourself
Slide 3: What are we benchmarking
Slide 4: When are we benchmarking?
Slide 5: Who is part of the content marketing benchmarks?
Slide 6: How to compare your content to the best in the industry
Slide 7: The Power Law Rule
Slide 8: Blog post metrics
Slide 9: Grading system
Slide 10: How to get an A grade
Slide 11: How to target your benchmarks
Slide 12: Blog post total shares
Slide 13: How to do your own benchmarks
Slide 14: Comparing share # with your grade
Slide 15: Blog post Facebook shares
Slide 16: Excel document to download
Slide 17: Normalized Shares
Slide 18: Facebook shares per follower normalized
Slide 19: Calculate the benchmarks with excel document
Slide 20: Blog post twitter shares
Slide 21: Plug in your own content to calculate twitter shares
Slide 22: Twitter shares normalized
Slide 23: Blog post linkedin shares
Slide 24: calculating benchmarks grade with linkedin shares
Slide 25: Linkedin shares normalized
Slide 26: Google+ Shares for blog posts
Slide 27: Blog post benchmarks by type
Slide 28: Infographics compared to other forms of content outperformed
Slide 29: Top monthly shares per company
Slide 30: Our overall grade compared to other company benchmarks
Slide 31: Top MarTech companies in terms of content marketing
Slide 32: Top 20 companies and average total shares per month
Slide 33: Download ebook and worksheet

Published in: Marketing

Actionable Content Marketing Benchmarks

  1. 1. ACTIONABLE Content Marketing Benchmarks Is your content A+ Material? VENNGAGE Create Infographics at venngage.com
  2. 2. How are you doing compared to your competitors? How far away are you compared to the best of the best in the industry? How fast should your content marketing be growing to be comparable to industry leaders? Ask yourself these Questions VENNGAGE Create Infographics at venngage.comContent Marketing Benchmarks: Is Your Content A+ Material?
  3. 3. We picked the top 115 marketing tech companies from Inbound.org’s Top MarTech list We used Buzzsumo to look at all blog posts of the top MarTech companies What we are Benchmarking VENNGAGE Create Infographics at venngage.comContent Marketing Benchmarks: Is Your Content A+ Material?
  4. 4. We are benchmarking content from from March 1, 2015 to October 30, 2015. We did not want to look at any posts less than six months old to make sure there was enough lag time. VENNGAGE Create Infographics at venngage.comContent Marketing Benchmarks: Is Your Content A+ Material?
  5. 5. The Best in the Industry These are the companies we are benchmarking. VENNGAGE Create Infographics at venngage.comContent Marketing Benchmarks: Is Your Content A+ Material?
  6. 6. Compared to Your Content The Best in the Industry We wanted a benchmark that compared our content to the best in the industry, not to the average (remember, we want to be the best!). VENNGAGE Create Infographics at venngage.comContent Marketing Benchmarks: Is Your Content A+ Material?
  7. 7. Top Performers (Top 10%) Average Performers Lower Performers The performance of content follows the power law rule: it disportionately rewards the bests performers in the group. VENNGAGE Create Infographics at venngage.comContent Marketing Benchmarks: Is Your Content A+ Material?
  8. 8. Benchmark Metrics Blog Post Total Shares and Shares by Platform (Facebook, Twitter, LinkedIn, G+) Blog Post Shares by Followers (Shares normalized by the number of followers for that company. Normalized post shares level the playing field among companies who have a lot of followers and those who do not. This allows companies with smaller followings to compare their social shares with larger companies.) Post Total Shares by Type Total Shares and Shares by Platform per month (for a company) Top Companies VENNGAGE Create Infographics at venngage.comContent Marketing Benchmarks: Is Your Content A+ Material?
  9. 9. This study will help you measure the performance of the content you publish. We’re using a percentile /grading system. VENNGAGE Create Infographics at venngage.comContent Marketing Benchmarks: Is Your Content A+ Material?
  10. 10. if you’re in the 90th percentile, that means you’re better than 90% of the other sites (or you’re in the top 10%) and you’re an “A” grade performer. VENNGAGE Create Infographics at venngage.comContent Marketing Benchmarks: Is Your Content A+ Material?
  11. 11. This allows you to be ambitious and target higher percentiles as you get better. Let’s say you start out in the 50th percentile (or “C” grade range), you can target to improve to the 75th percentile (or “B” grade range). When you get to B, you want to move up to the top 10% (A grade). VENNGAGE Create Infographics at venngage.comContent Marketing Benchmarks: Is Your Content A+ Material?
  12. 12. This benchmark measures the total shares a single blog post. The Total Shares of a post is the sum of Facebook, Twitter, LinkedIn and G+ shares. As you can see, an A grade post has 939 total shares or more, a B post, 357 shares, a C (which is the median) has at least 131 shares.  Blog Post Total Shares VENNGAGE Create Infographics at venngage.comContent Marketing Benchmarks: Is Your Content A+ Material?
  13. 13. Top Performers (Top 10%) Average Performers Lower Performers How do you benchmark your own posts’ total share performance? Look at the blog posts you have published from the previous month, and get the number of total shares for those posts. Use a social sharing plugin like the tool, Buzzsumo. VENNGAGE Create Infographics at venngage.comContent Marketing Benchmarks: Is Your Content A+ Material?
  14. 14. For each post, compare the total share number with the benchmark and assign a grade. Click here to download the excel workbook we created and plug in your own content! VENNGAGE Create Infographics at venngage.comContent Marketing Benchmarks: Is Your Content A+ Material?
  15. 15. This benchmark measures the Facebook shares of a single blog post. Use this benchmark if you’re targeting Facebook as one of your main channels for sharing your content.  In general, Facebook hasn’t been used as much by B2B marketers (as shown by the relatively low number of Facebook shares below, compared to the total shares), though that is quickly changing. Blog Post Facebook Shares VENNGAGE Create Infographics at venngage.comContent Marketing Benchmarks: Is Your Content A+ Material?
  16. 16. Click here to download the excel workbook we created and plug in your own content. As you can see, an “A” grade post has 144 Facebook shares or more, a B grade post, 43 shares, a C grade (which is average) has at least 12 shares. VENNGAGE Create Infographics at venngage.comContent Marketing Benchmarks: Is Your Content A+ Material?
  17. 17. We use the normalized the shares of larger companies to level the playing field among companies who have a lot of Facebook followers and those who do not. Normalized Shares Your Content The Best in the Industry This allows companies with smaller followings to compare their social shares with larger companies. VENNGAGE Create Infographics at venngage.comContent Marketing Benchmarks: Is Your Content A+ Material?
  18. 18. This metric is usually expressed as a percentage, as it can be used as a proxy for the percentage of Facebook followers who shared that post. This is similar to a common measurement for engagement, as in how engaged your Facebook followers are. As you can see, when normalized, Facebook shares are very small in general. Even the top performing articles get very little Facebook shares when expressed as a percentage of the number of Facebook followers they have.  Blog Post Facebook Shares Per Follower (Normalized) Use the Excel worksheet to put in the number of Facebook followers and it will calculate the normalized shares and grades for you. VENNGAGE Create Infographics at venngage.comContent Marketing Benchmarks: Is Your Content A+ Material?
  19. 19. To help you calculate this number, download the Excel worksheet Put in the number of Facebook followers you have and we’ll calculate the Normalized Facebook Share numbers.  VENNGAGE Create Infographics at venngage.comContent Marketing Benchmarks: Is Your Content A+ Material?
  20. 20. This measures the Twitter shares of a single blog post. In general, blog posts get more Twitter shares than Facebook shares. The top performing articles get more than double the amount of Twitter shares compared to Facebook shares. Blog Post Twitter Shares VENNGAGE Create Infographics at venngage.comContent Marketing Benchmarks: Is Your Content A+ Material?
  21. 21. As you can see, we really suck on Twitter. In February, even our original research content scored a D and C. To be fair, we’ve never focused our marketing efforts on Twitter, nor have we done anything special to promote our content there. Download the Excel worksheet and plug in your own content. VENNGAGE Create Infographics at venngage.comContent Marketing Benchmarks: Is Your Content A+ Material?
  22. 22. This measures the Twitter shares of a single blog post divided by the number of Twitter followers. The Normalized Twitter Share levels the playing field among companies who have different amount of Twitter followers. It allows companies with smaller followings to compare their Twitter shares with companies who have larger followings. This metric is expressed as a percentage. Blog Post Twitter Shares Per Follower (Normalized) Use the Excel worksheet to put in the number of Twitter followers and it will calculate the normalized shares and grades for you. VENNGAGE Create Infographics at venngage.comContent Marketing Benchmarks: Is Your Content A+ Material?
  23. 23. This measures the LinkedIn shares of a single blog post. MarTech blog posts get almost as many LinkedIn shares as Twitter shares in terms of absolute numbers. Blog Post LinkedIn Shares VENNGAGE Create Infographics at venngage.comContent Marketing Benchmarks: Is Your Content A+ Material?
  24. 24. We were equally as bad on LinkedIn as as we were on Twitter. LinkedIn is actually a channel we value and one that we want to put more effort in. So hopefully our grades here will improve in the coming months as we focus our content and efforts on engaging more of our LinkedIn followers. Download the Excel worksheet and plug in your own content. VENNGAGE Create Infographics at venngage.comContent Marketing Benchmarks: Is Your Content A+ Material?
  25. 25. Blog Post LinkedIn Shares Per Follower (Normalized) This measures the LinkedIn shares of a single blog post divided by the number of LinkedIn followers for the company that produced the post. When compared to other social platforms, the Normalized LinkedIn Shares are the highest for all platforms, and by quite a large magnitude. For example, the top 90th percentile is 2.77% shares (compared to a measly 0.46% on Twitter and 0.35% on Facebook). Use the Excel worksheet to put in the number of LinkedIn followers and it will calculate the normalized shares and grades for you. VENNGAGE Create Infographics at venngage.comContent Marketing Benchmarks: Is Your Content A+ Material?
  26. 26. This measures the G+ shares of a single blog post. To be honest, we don’t actively use G+ as a marketing channel but we added this metric because it is part of the Total Shares metric.  Blog Post Google+ Shares As you can see, G+ does not get that many shares at all. VENNGAGE Create Infographics at venngage.comContent Marketing Benchmarks: Is Your Content A+ Material?
  27. 27. We wanted to know which type of blog post produces more shares, and we also wanted deeper granularity into our content mix. The following benchmark uses Buzzsumo’s post categories: Infographic, Video, Guest Post, Article, Interview. Blog Post Benchmarks by Type How do different types of blog content impact shares? VENNGAGE Create Infographics at venngage.comContent Marketing Benchmarks: Is Your Content A+ Material?
  28. 28. Blog Post Benchmarks by Type Infographics have the highest number of shares among all content types We were surprised at how much better infographics did compared to other content forms. Infographic is the hands-down the most effective content form for MarTech companies If you’d like to learn more about how to use infographics in your content marketing efforts, sign up for free at Venngage.com. VENNGAGE Create Infographics at venngage.comContent Marketing Benchmarks: Is Your Content A+ Material?
  29. 29. Monthly Shares Per Company In the following table, we aggregated all the blog posts by each company over the same six-month period and calculated the average monthly shares (total and for each platform) into the same benchmark grading system. This means the top 90th percentile group gets almost 15k total shares per month, the 75th percentile, about 5k shares per month, and the 50th percentile, 1.6k total shares per month. Why would you want to look at this benchmark? The rationale for looking at monthly shares per company is to measure the monthly performance of your content management efforts as a whole. VENNGAGE Create Infographics at venngage.comContent Marketing Benchmarks: Is Your Content A+ Material?
  30. 30. Monthly Shares Per Company At Venngage, we do not produce many original posts per month. Our publishing rate is low–only one or two original pieces and a few guest posts a month (we decided as an editorial and strategic decision to focus on quality over quantity). Use the worksheet in the Excel workbook to add your own post and total shares number and the sheet will aggregate and grade your monthly posts automatically for you. VENNGAGE Create Infographics at venngage.comContent Marketing Benchmarks: Is Your Content A+ Material?
  31. 31. Here are all 115 companies sorted by their total shares from the six month sample period (not all companies are labelled in the X-axis due to space constraints). Which are the top MarTech companies when it comes to content marketing? You’ll notice that even among the top MarTech companies, the distribution of total shares per company follows the power law rule. In our sample, the top 20 companies account for 80% of all shares. The clear gorilla in this space, HubSpot, represents 25% of all the shares! VENNGAGE Create Infographics at venngage.comContent Marketing Benchmarks: Is Your Content A+ Material?
  32. 32. Here are the Top 20 Companies and their Average Monthly Total Shares VENNGAGE Create Infographics at venngage.comContent Marketing Benchmarks: Is Your Content A+ Material?
  33. 33. Download eBook & Worksheet VENNGAGE Create Infographics at venngage.com Download eBook Download worksheet Content Marketing Benchmarks: Is Your Content A+ Material?

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