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Ross Hudgens — Data-Driven Content Marketing and Outreach
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Distilled
October 07, 2015
Technology
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Ross Hudgens — Data-Driven Content Marketing and Outreach
Distilled
October 07, 2015
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Transcript
Content Marketing Data That Moves the Needle Ross Hudgens, Founder,
Siege Media @RossHudgens http://siegemedia.com
Get the Deck: bit.ly/siege-sd
My biggest frustration as a marketer is this.
Not exactly this, I get that part.
It’s that someone felt 309,000,000 articles on the topic needed
to happen.
@ROSSHUDGENS It’s that someone within two hours of creating this
deck had perpetuated the cycle.
@ROSSHUDGENS I much prefer content like this.
@ROSSHUDGENS And this.
The goal of this presentation is to make the gap
between these two concepts a little bit smaller.
PART 1: CONTENT STRUCTURE.
According to Outbrain, odd number headlines have a 20% better
CTR than even number headlines. http://backlinko.com/viral-content
HubSpot found that adding [brackets] in their titles bumped up
CTR by 38%. http://bit.ly/hubspot-title-research
Specifically, HubSpot found [templates] got the highest CTR average of
all bracketed terms. http://bit.ly/hubspot-title-research
Which content types perform best for business? http://blog.hubspot.com/marketing/top-10-business-blog 1. Lists
2. How to’s 3. What Posts 4. Why Posts 5. Misc 6. Infographics
The top 50 business blogs are getting less than 7%
of their total traffic from social media. http://blog.hubspot.com/marketing/top-10-business-blog
http://www.marketingsherpa.com/exs/Search08Excerpt.pdf Short URLs are 250% more likely to be clicked
than long URLs according to one study.
http://backlinko.com/viral-content Short URLs also create sharing friction on social media.
Instagram engagement per post is 2.81% of total audience, compared
to only .25% for Facebook. https://blog.bufferapp.com/new-social-media-research
How to capitalize with SEO-focused content? Include a CTA to
check out content link in profile. @ROSSHUDGENS
A study found writing with half that of conventional copy
enjoyed a 58% improvement in readability. http://nngroup.com/articles/how-users-read-on-the-web/
The same study found concise, scannable, and objective content to
have a 124% increase in readability. http://nngroup.com/articles/how-users-read-on-the-web/
Adding colorful images – especially above the fold, make it
80% more likely someone will read your content. http://backlinko.com/viral-content
Welcome emails have 320% more revenue per email than other
promotional emails. http://blog.hubspot.com/marketing/optimize-welcome-emails
PART 2: THE PERFECT INFOGRAPHIC.
@ROSSHUDGENS Using Buzzsumo, we analyzed the 1000 most shared infographics
in the past year to find out what common characteristics the most popular visuals have.
The most shared infographics have 396 words shown on average
– a short blog post. Example: http://bit.ly/396-word-infographic
Example: http://bit.ly/387-word-infographic The infographics most popular on Pinterest had 387
words on average.
Example: http://bit.ly/402-word-infographic The infographics most popular on Facebook had 402
words on average.
Twitter’s Most Popular: http://bit.ly/twitter-pop The infographics most popular on Twitter
had 442 words on average.
LinkedIn’s Most Popular: http://bit.ly/linkedin-pop The infographics most popular on LinkedIn
had 502 words on average.
The Ideal Infographic Size: http://siegemedia.com/size The most popular infographics had
dimensions of 3683 tall by 804 pixels wide on average.
The most used colors amongst the most popular infographics: @ROSSHUDGENS
The most used colors amongst the most popular business-focused infographics:
@ROSSHUDGENS
The most used colors amongst the most popular health-focused infographics:
@ROSSHUDGENS
The most used colors amongst the most popular entertainment-focused infographics:
@ROSSHUDGENS
Industries Where Infographics Are Most Popular @ROSSHUDGENS
Industries Where Infographics Are Least Popular @ROSSHUDGENS
How many popular infographics use a color wheel scheme? @ROSSHUDGENS
The most used color wheel schemes amongst popular infographics: @ROSSHUDGENS
What’s a Triadic Color Scheme? A triadic color scheme uses
colors that are evenly spaced around the color wheel. Triadic color harmonies tend to be quite vibrant. @ROSSHUDGENS
What’s a Monochromatic Color Scheme? Monochromatic color schemes are derived
from a single base hue and extended using its shades, tones and tints. @ROSSHUDGENS
What Industries’ Infographics Do Best on Facebook? What industry’s infographics
perform best on Facebook?
What Industries’ Infographics Do Best on LinkedIn? What industry’s infographics
perform best on LinkedIn?
What Industries’ Infographics Do Best on Twitter? What industry’s infographics
perform best on Twitter?
What Industries’ Infographics Do Best on Twitter? What industry’s infographics
perform best on Pinterest?
What Industries’ Infographics Do Best on Twitter? Anatomy of a
“Perfect” Infographic • <400 Words • 800x3500+ • Features Blue • Color Wheel Scheme • On Health/Entertainment @ROSSHUDGENS
Get the Data: siegemedia.com/searchlove
PART 3: CONTENT PROMOTION.
@ROSSHUDGENS What Days Covert Best for Outreach? Our Outreach Conversion
Rates by Day MONDAY TUESDAY WEDNESDAY THURSDAY 0% 2% 4% 6% 8%
@ROSSHUDGENS Monday Converts 80% Better Than Thursday. MONDAY TUESDAY WEDNESDAY
THURSDAY 0% 2% 4% 6% 8%
Not sharing the link in our first email increased our
outreach conversions by 63%. http://www.siegemedia.com/blogger-outreach
In analyzing thousands of outreach emails, we found the average
converting subject line to be 64 characters long. Interactive for Search Engine Journal: SEO content analysis tool @ROSSHUDGENS
This differs from bulk email marketing research, which found 41-50
to be the optimal length. http://marketingsherpa.com/article/chart/subject-line-length-success
*Our sample did not include a test batch of “longer”
emails. In analyzing thousands of emails, we also found the average converting email to be 83 words long.*
@ROSSHUDGENS Our hypothesis? Long enough to be truly customized, short
enough to be easily readable.
We surveyed lifestyle bloggers and found that pitching 55 days
in front of the holidays is optimal in order to guarantee a post slot. Start now! http://www.siegemedia.com/pitching-bloggers
None
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http://bit.ly/siege-sd Ross Hudgens, Founder, Siege Media @RossHudgens http://siegemedia.com