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RAM to the Rescue: Preventing Content Fails

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Using Research, Amplification and Monitoring to gain shares and links in a world of content shock.

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RAM to the Rescue: Preventing Content Fails

  1. 1. Steve Rayson steve@buzzsumo.com @steverayson Susan Moeller susan@buzzsumo.com @susancmoeller
  2. 2. RAM: Research to the Rescue—Preventing Content Fails Before They Start
  3. 3. Our Analysis of 1 Million Articles
  4. 4. Low Performing Content Average Performing Content High Performing Content Normal Distribution of Shares & Links
  5. 5. What we found
  6. 6. Most content gets few shares and even fewer links Content Sample Average Total Shares Median Shares Average Referring domain links Median Referring domain links Random sample of posts (99,941) 257 8 0.75 0 50% of posts received 8 shares or less
  7. 7. Content: Output up 78% Shares down 60% Source: Trackmaven 43% of professionally-marketed blog posts receive fewer than 10 interactions
  8. 8. Joe Pulizzi More content makes most people feel empowered and enthusiastic We are mainly consumers of niche content “There will be no Content Shock. Here’s why:
  9. 9. Joe Pulizzi More content makes most people feel empowered and enthusiastic We are mainly consumers of niche content The filters are improving “There will be no Content Shock. Here’s why:
  10. 10. Social becoming an important filter? But shares don’t lead to links
  11. 11. Facebook now drives 25% of all traffic to websites
  12. 12. Joe Pulizzi More content makes most people feel empowered and enthusiastic We are mainly consumers of niche content The filters are improving Great content rises to the top “There will be no Content Shock. Here’s why: We’re not done innovating eg native advertising”
  13. 13. “The idea that ‘great content rises to the top’ is over.” Mark Schaefer
  14. 14. Shares and social traffic harder to achieve
  15. 15. Shares Per Article Published (Last 11 Months)
  16. 16. What Can We Do?
  17. 17. “Don't fear the glut.” Eric Enge
  18. 18. Content Marketing Strategy Research Your Audience Questions being asked Content resonating Current trends Best formats Popular authors Competitors Content opportunities Monitoring Trending content Current issues Content benchmarks Use alerts to track - New mentions - New links - Content published Amplification Links, shares & paid Who is amplifying content? Influencers & outreach Employee advocacy Role of Facebook
  19. 19. RAM
  20. 20. The battle for content engagement can be won or lost at the research stage, before any content is even written.
  21. 21. Understand Your Audience What questions are they asking? What content resonates with them? What do they share?
  22. 22. 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
  23. 23. Find the most shared content from your site:
  24. 24. What does your audience like to share?
  25. 25. What can you learn from competitors and industry leaders?
  26. 26. Find the formats that work
  27. 27. Content Length Matters
  28. 28. Content length that works
  29. 29. 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
  30. 30. Uncover the questions
  31. 31. Be the best answer, Lee Odden
  32. 32. RAM
  33. 33. BEFORE YOU CREATE YOUR CONTENT YOU NEED TO UNDERSTAND HOW IT WILL BE AMPLIFIED. WHO WILL SHARE IT OR LINK TO IT AND WHY?
  34. 34. Amplification Matters
  35. 35. RAM
  36. 36. MONITORING FUELS THE PROCESS!
  37. 37. What content is engaging your audience right now?
  38. 38. Thank You @buzzsumo

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