Presentation to 3XE Digital in May 2016

1. Data Driven Insights into
Content Marketing
May 2016
www.buzzsumo.com
3XE Digital

2. Steve Rayson
@steverayson
steve@buzzsumo.com

3. Data Insights To
Create Better Content

4. What content
goes viral?
What is everyone
reading?
Right now…

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

29. What Formats
Work?

30. 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.

31. ‘How To” posts

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

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

34. What works on
Facebook?

35. Lessons from 1 Billion Facebook Posts

38. Thank you.
BuzzSumo.com
@steverayson