Finding Your Formula For Content Succees
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This document summarizes key insights from data analysis of over 100 million headlines and 10 million LinkedIn posts. Some of the most shared headlines on Facebook contain the phrase "will make you", while the most shared B2B headlines on LinkedIn start with phrases like "how to". Analysis of over 400,000 posts found that marketing industry posts performed best when shorter than 1,000 words, while technology posts saw higher engagement over 1,000 words. The document advocates generating engaging content and empowering employees to widely share it in order to multiply its reach.
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Finding Your Formula For Content Succees
- 1. 1 Steve Rayson @steverayson steve@buzzsumo.com Jason Miller @jasonmillerca jsmiller@linkedin.com Finding your formula for content success by Buzzsumo and LinkedIn
- 3. 3 Data Insights To Create Better Content @steverayson
- 4. 4 Data from three major studies this summer Analysis of 100m Headlines http://buzzsumo.com/blog/most-shared-headlines-study/ Analysis of 10m LinkedIn posts http://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 Report https://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
- 5. B2B Content Shares (100 top sites) Only 4% (4,500 of 114,000 posts) got more than 3,000 shares. @steverayson
- 6. 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
- 8. @steverayson What Headlines Work? What was the top three word phrase or trigram shared in Facebook headlines?
- 9. @steveraysonTop Three-Word Phrases By FB Engagement (100m Posts)
- 10. @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
- 11. @steverayson What were the top phrases that start B2B headlines? (measured by LinkedIn shares) But what about B2B?
- 12. @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
- 13. @steverayson What was the most popular list number?
- 14. @steverayson Top Numbers by Facebook Engagement
- 15. @steverayson Top Numbers by LinkedIn Engagement
- 16. @steverayson Some Interesting Data How many words should you have in a headline?
- 17. @steverayson More Than You Think On Facebook
- 18. @steverayson Some Interesting Data But is it the same for LinkedIn?
- 19. @steverayson Optimum B2B Headlines Are Shorter
- 20. @steverayson Power Words in LinkedIn Headlines
- 21. @steverayson High 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
- 22. @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
- 23. @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
- 24. @steverayson Some Interesting Data What Type of Posts Perform Best?
- 27. 27 It’s time to pass the torch
- 28. 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 28
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- 34. The new model a long-form blog 31 million unique visitors acquired 87 million page views through 80 articles that average over 2,000 words each 34
- 35. 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." “ 35
- 36. 36
- 37. Power Pages (How to, What is) Strong Opinions (Editorial) Research
- 38. +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
- 41. We believed anything worth doing is worth over-doing.” “
- 42. Localisation 6 Blogs (3 French/ 3 Spanish) 34k Page Views (15% of total) 8 Minute Average Time on Site
- 43. Do You Know Where You Are?
- 44. Employees’ combined connections on social networks are, on average, 10x larger than a company’s followers 44
- 45. 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. 45
- 46. 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 … 46
- 47. “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.”
- 52. 52 52
- 53. 53
- 54. Thank you Jason Miller Group Manager, Content Marketing @JasonMillerCA @LinkedInMktg 54 Steve Rayson Director at Buzzumo, @steverayson
Editor's Notes
- Can you create an new Title slide with both Steve and I on it that reads: Finding your formula for content success - by Buzzsumo and LinkedIn
- Going to share interesting data from 3 major studies this summer
- Start with some context – eg how many shares posts get on average
- Start with some context – eg how many shares posts get on average
- Start with some context – eg how many shares posts get on average
- It is all about researching your industry
- It’s time to pass the torch with this image:
- In May 2015, a whole host of reputable publications (including TIME, New York Times, Telegraph) started publishing headlines proclaiming that the human attention span is now less than that of goldfish (8 seconds vs 9 seconds)
- Ever since, marketers have been told that they have to compress everything that they do to fit this shrinking attention span – you can’t deliver in-depth content with lots of value because you’re dealing with an audience of goldfish. You should base your entire strategy around this fact: Everyone’s jumped on the goldfish attention span idea – but hardly anyone actually questioned where it came from. This is crazy because, when you think about it, it’s obvious that human beings have an attention span longer than 8 seconds. You focus on something for 8 seconds or more many, many times a day – people listening to this podcast have done it already!
- When a claim doesn't make any intuitive sense like this – it’s really, really important to ask where it came from. The source of the goldfish claim is a Microsoft Advertising study conducted in Canada in May 2015 – which did look at the changing nature of human attention. That’s what got all of the mainstream media excited: (What they failed to notice is that, although the study quotes the goldfish attention span stat – it didn’t come up with it. It sources it to a website called Statistic Brain:
- And this site doesn’t source the claims to anywhere in particular – when you follow up the sources it does list the trail goes dead:
- The upshot of all this – there has never been a scientific study into the duration of human attention spans and whether they are shorter than goldfish. In fact (and this is a side-note) there hasn't really been one into the duration of goldfish attention spans either. Humans having lower attention spans than goldfish is a complete and utter myth. This is interesting in itself – it says a lot about how the modern media works and how marketers are guilty of jumping on bandwagons without really thinking them through.
- But what’s really interesting – and frustrating – to me is the damaging effect that this myth can have on content marketing strategy. It’s often used as an argument for dumbing content down, taking value out, making it lighter – because audiences aren’t interested in substance (they can only concentrate for eight seconds). But if any of the people involved in this chain of Chinese Whispers had actually read the Microsoft study they thought they were quoting from, they’d have come to a very different conclusion.
- The increasing demand for long-form specialty content will shape the future of the publishing industry. For this slide please have the following lines populate upon click: Click - Wait But Why, a long-form blog Click - Acquired 31 million unique visitors Click - 87 million page views Click - through 80 articles Click that average over 2,000 words each.
- Not more content, but more relevant content. Many of us are guilty of pushing content out so quickly that we don’t
- Can you add some animated flames and have Carmina Burana play in the background? (Same sound clip from the exploding pie chart slide in my previous deck which I think you have, if not let me know and I’ll ping it over) -> DONE
- AC/DC For Those about to Rock : Use Sound Clip from previous presentation (if you don’t have it let me know and I’ll send it over): “For Those about to Rock!”…… Then upon Click:”Fire” Cannon fires shows stats: Then cannon shoots out the following in this order specifically: We: +242% Increase in unique page views So…. +128% Increase in Total Shares Lute…. +46% Increase in Avg. Time on Page You: +67% Increase in Ave. Shares And on click: -8% Decrease in Bounce Rate Then upon click: 2017 vs 2016 We are posting less, but traffic and conversions go up.
- Is it possible to embed this video in the slide? https://www.youtube.com/watch?v=q8xJ10nh6GU -> DONE
- Can you insert this image and make the text POP: https://www.google.co.uk/search?biw=1737&bih=792&tbm=isch&sa=1&q=KISS+Band+poster+in+spanish&oq=KISS+Band+poster+in+spanish&gs_l=psy-ab.3...26763.28824.0.29041.17.13.0.0.0.0.345.2329.0j1j5j3.9.0....0...1.1.64.psy-ab..8.3.751...0j0i30k1.0.J_GvtQbKmnQ#imgdii=W00fzT6PZRweEM:&imgrc=OW0mDl0eiufJmM:
- Can you edit this one to start right before he says “Do you know where you are….. “ and play though upon click
- Can you have this one burn up in flames with a heavy metal scream as a transition to the next slide?
- This is an image from our blog that I was trying to make full screen but it kept cutting off the LinkedIn logo, can you update this so that the logo shows as well as the faces (or as many as you can fit)