One of the most used phrases in the content marketing is this: it is a constantly changing landscape, forcing agencies and marketers to adapt and improve existing processes.
In a short time, a subject of the press may become negligible, while some types of content are becoming boring for the press and its readers.
Much of the work we do – in BlackcatSEO and many other similar organizations – is to create content for the sole purpose of creating links to, making it all the more imperative that we are aware of the changes and trends described above.
If we divide the creative process into three sections – contents, design and distribution strategy – how can we design our own successes and failures to provide a framework for future campaigns?
Three important factors to produce content worthy of a link
In the last month, I analyzed more 120 contained in 16 industries to locate and identify commonalities between campaigns or not exceeding expectations. The amount of data used and viewed the importance of effective narration title, information is a way to streamline and reshape our approach to content production.
1. Not too much data – our study showed an average of just over five measures
Behind each content item, there is (usually) a set of single or outstanding data. Both the static content as interactive content allows us to view an unlimited number of searches which provide origin stories we are trying to communicate. Whatever the number of digits or metric you choose to view, it is always a time when a journalist or a player turns off.
The glass ceiling is elusive and depends on the type of content, the sector or the audience you want to attract, but a more detailed study of the performance and mediocre campaigns I made suggested some advantages to filtering data sets.
A starting point for any research is the individual measure, whether the cost, the type or any interesting element to measure and compare. In my research, in content campaigns beyond our typical KPI, an average of just over 5 indicators were used on each item, against nearly double in the country showing normal or inferior performance to satisfactory performance. The graph below shows the correlation between a lower number of metrics and an upper link performance.
An infographic study for the online travel retailer Lastminute.com, to find the most chilled countries in the world, is a concrete example of these results. Following a thorough study in 36 country 10 indicators, it was to refine those numbers so they can be well translated. The number of countries has been reduced to only 15 first and indicators have been condensed to form four indexes on which the ranking was based. The decision not to develop the data as a whole has been successful in securing more 50 connections, covered by Mail Online and Lonely Planet.
As a person who loves to participate in the research process, it can be extremely difficult to sacrifice a part of your work, but that's what tact level in producing content that distinguishes one element from another.
2. Profile simple and powerful data – our analysis has shown that top performers had only viewing
Whatever the degree of saturation of the content marketing industry, we find every year new and innovative ways to view data. The balance between the originality of your design and an unnecessarily complex data visualization is often the point at which success and failure can be rotated. As for data, overload a content item with a variety of graphs and charts multifaceted is a surefire way to alienate your users, leaving them bored or confused.
For my study, I decided to examine the contents containing non-performance data visualizations and determine if the quality problem posed so that the amount in terms of design. During the analysis, I noted two examples in which a visual incorporate all or entire study, or the same picture was reproduced several times for a country, region or sector. For example, this study, performed by Get Going, a medical travel insurance provider, on reliable airlines condenses all the key information in a single data visualization. Conversely, this article from The Guardian on the pay gap between men and women shows how effective it can be to use eye several times to present your data.
Without surprise, many of the lowest scores of my research were on average around eight different forms of data visualization while top performers do not contain a. The graph below shows the number of data visualizations used on average the best performing and worst performing items, both static and interactive. Poorly performing static examples contained an average of just over six, with less than their rated counterparts. For interactive content, the optimum is just greater than one with a poorly performing content containing nearly nine per piece.
In instances where the same type of chart or graph was used repeatedly, bad interpreters had approximately 33 by piece, their more positive counterparts using three.
It is important to note that the ranking based elements often require the repetition of a visual to tell a story, but again, this is part of the search for a balance for creative in terms of type and how many data visualizations that are used.
A good example of an effective illustration of the data contained in a study from a visual Federica Fragapane article published in 2017 for the Italian publication Reading, with the most violent cities in the world. The chart shows each city as its homicide rate, with other small indicators defined in the legend to the right of the graph. The aesthetic qualities of the graph give a campaign, rather morbid on the subject, more than the world crime appeal. Although the term "design-design" is so often used, This example shows how effective it can be to effectively integrate visual elements through your data. The room, originally produced for printing, was very successful in the field of design, with 18 reference areas from sites such as Visme.co.
3. Vary the press mailings – Over a third of our published links used the same way as our email subject
Competition means that the press contacts looking for something very special to ensure the publication of your content. Although it takes ingenuity in all content areas of marketing, it is equally important to recognize the importance of mastering the basics.
Broadcast job can be won and lost in several ways, but your subject is and always will be the most important part of your sales pitch. You to summarize your content in one sentence or you put off your discovery that deserves attention, an e-mail title is a tedious but crucial task. My research has involved determining how it was essential to achieve the final result of the hedge.
As part of my analysis, I recorded the backlinks from a sample of our high content and means, and the titles used in the cover of each campaign. I have found in the most efficient examples that more than one third links using the same titles as those used in our pitch emails, underlining the importance of effective storytelling in all areas of your public relations process. You will find below an illustration in the SERP of the extent to which effective security may lead you, with an example of a cover of one of our most successful parts TotallyMoney on work-life balance / privacy in Europe.
Given the time and effort devoted to it, Another area I wanted to investigate concerns the way press releases are used in the coverage we get. Using a scraping software, I could extract a copy of each item containing a tracking link and compare it to the press releases we produced. It was nice to see a link in five contained at least one paragraph of copy used in our press materials. En revanche, barely 7% coverage of the underperforming campaigns contained a reference to our press releases and an even smaller reduction 4% using threads titles of our emails.
these correlations, similar to those previously discussed, suggests not only how the execution of core processes is essential, but also serve as a reminder that a country may well succeed or fail in so many different points of production. For marketers, an analysis of this nature indicate that improved building operations is a safer way to secure your content and coverage. Do not consider "less, it's more", but as a matter of choosing the right tools for the job at hand.