We recently welcomed Stephen Walsh from Buzzsumo to our digital marketing event 'The Tomorrow Lab Presents', and Stephen shared some insights into B2B content marketing, and what the data shows.

1. Data Driven Insights into
Content Marketing and
Staying Smart
Sept 2016
www.buzzsumo.com

2. Stephen Walsh
@stephentwalsh
stephen@buzzsumo.com

3. Data Insights To
Create Better Content

4. What content
goes viral?
What is everyone
reading?

6. Elements of Viral Content

7. 1. Surprise People
(938,000 shares)

8. 2. Leverage A Trend
1.5m
shares &
400,000
comments

9. 3) Inspire people
1.4m shares

10. 4) Picture List Posts
522,000
shares

11. 5) Exploit Cute Animals & Babies
683,000 shares

12. 6) Be Amusing
1.4m Shares

13. 7) Be Controversial

14. 8) Quizzes
3.9m shares

15. 9) Tell Them The Secrets Of Success
127,000 shares

16. Viral
Headlines

17. Elements of Viral Content

21. B2B Content

22. How Many shares does B2B Content get?
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 8

23. Distribution of B2B Content Shares (100 top sites)
Only 4% (4,500 of
114,000 posts) got
more than 3,000
shares.

24. Social
Networks

25. B2B Shares By Network (100 top sites)

26. Short Form v Long Form

27. However…..
45 of top 50 most shared
posts less than 1,000
words
81 of top 100 most shared
posts less than 1,000
words
Big opportunity for quality, short form content

28. Q:How many
articles does the
Washington Post
Publish every
day?

29. A: 1200
And they’re short

30. High Volume, Short Form Content Reaches the Long Tail

31. So short works.
What else?

32. IFL Science
Short posts +
single image,
chart or video to
get a concept
across.

33. List Posts
30% of all B2B posts with more than 3,000 shares.
List posts beginning with 10 averaged 6,398 shares
List posts beginning with 5 averaged 5,214 shares.

34. ‘How To” posts

35. ‘How To’ Posts
15% of top posts were “how”, “how to” or “ways to”

36. Be The Best
Answer
Over 1,000 links from over 640 domains
Forbes “What is content marketing?” 50 links

37. What works on
Facebook?

38. Lessons from 1 Billion Facebook Posts

41. Leverage Trending Content
What is trending in your industry today?
And how can you filter out the noise?

42. Our new tool:
Anders Pink

43. We all want to stay smart and learn every day.
But there’s too much content and too little time.

46. We need better filters.

47. TEAM
We need better filters.

48. Help teams learn continuously and collaboratively
Share more, learn more, save time

49. 5 ways to get briefed like a
President

50. 1. Create a simple keyword briefing
2. Refine with include words, influencers & domains
3. Add and filter RSS feeds
4. Discover and subscribe to public briefings
5. Stay on top with your daily digest email

51. Stay smart and keep learning on anything
Influencer round-up
Competitor watch Preferred sites and feeds
Latest trendsPractical tips and how to
Brand Tracker

52. Daily digest email
Latest from your briefings
and team activity

53. We need to be briefed like the President.
5 ways to stay smart as a
team

54. 1. Create a team and invite people
2. Subscribe to and create briefings
3. Upvote, flag, comment and @mention to add value
4. Save content to boards, curate a knowledge base
5. Add URLs to Boards from anywhere

55. Native app for iOS and Android
Chrome Browser Extension
Clip and save any URL
Slack Integration
Push Notifications to Slack
API : Now Live!
Embed Briefings in any platform:
CRM, LMS, WordPress, and more

56. Thank you!
www.anderspink.com
www.buzzsumo.com