Ross Hudgens — Data-Driven Content Marketing and Outreach

Transcript

1. Content Marketing Data That Moves the Needle Ross Hudgens, Founder, Siege Media @RossHudgens http://siegemedia.com
2. Get the Deck: bit.ly/siege-sd
3. My biggest frustration as a marketer is this.
4. Not exactly this, I get that part.
5. It’s that someone felt 309,000,000 articles on the topic needed to happen.
6. @ROSSHUDGENS It’s that someone within two hours of creating this deck had perpetuated the cycle.
7. @ROSSHUDGENS I much prefer content like this.
8. @ROSSHUDGENS And this.
9. The goal of this presentation is to make the gap between these two concepts a little bit smaller.
10. PART 1: CONTENT STRUCTURE.
11. According to Outbrain, odd number headlines have a 20% better CTR than even number headlines. http://backlinko.com/viral-content
12. HubSpot found that adding [brackets] in their titles bumped up CTR by 38%. http://bit.ly/hubspot-title-research
13. Specifically, HubSpot found [templates] got the highest CTR average of all bracketed terms. http://bit.ly/hubspot-title-research
14. 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
15. 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
16. http://www.marketingsherpa.com/exs/Search08Excerpt.pdf Short URLs are 250% more likely to be clicked than long URLs according to one study.
17. http://backlinko.com/viral-content Short URLs also create sharing friction on social media.
18. Instagram engagement per post is 2.81% of total audience, compared to only .25% for Facebook. https://blog.bufferapp.com/new-social-media-research
19. How to capitalize with SEO-focused content? Include a CTA to check out content link in profile. @ROSSHUDGENS
20. 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/
21. 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/
22. Adding colorful images – especially above the fold, make it 80% more likely someone will read your content. http://backlinko.com/viral-content
23. Welcome emails have 320% more revenue per email than other promotional emails. http://blog.hubspot.com/marketing/optimize-welcome-emails
24. PART 2: THE PERFECT INFOGRAPHIC.
25. @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.
26. The most shared infographics have 396 words shown on average – a short blog post. Example: http://bit.ly/396-word-infographic
27. Example: http://bit.ly/387-word-infographic The infographics most popular on Pinterest had 387 words on average.
28. Example: http://bit.ly/402-word-infographic The infographics most popular on Facebook had 402 words on average.
29. Twitter’s Most Popular: http://bit.ly/twitter-pop The infographics most popular on Twitter had 442 words on average.
30. LinkedIn’s Most Popular: http://bit.ly/linkedin-pop The infographics most popular on LinkedIn had 502 words on average.
31. The Ideal Infographic Size: http://siegemedia.com/size The most popular infographics had dimensions of 3683 tall by 804 pixels wide on average.
32. The most used colors amongst the most popular infographics: @ROSSHUDGENS
33. The most used colors amongst the most popular business-focused infographics: @ROSSHUDGENS
34. The most used colors amongst the most popular health-focused infographics: @ROSSHUDGENS
35. The most used colors amongst the most popular entertainment-focused infographics: @ROSSHUDGENS
36. Industries Where Infographics Are Most Popular @ROSSHUDGENS
37. Industries Where Infographics Are Least Popular @ROSSHUDGENS
38. How many popular infographics use a color wheel scheme? @ROSSHUDGENS
39. The most used color wheel schemes amongst popular infographics: @ROSSHUDGENS
40. 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
41. 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
42. What Industries’ Infographics Do Best on Facebook? What industry’s infographics perform best on Facebook?
43. What Industries’ Infographics Do Best on LinkedIn? What industry’s infographics perform best on LinkedIn?
44. What Industries’ Infographics Do Best on Twitter? What industry’s infographics perform best on Twitter?
45. What Industries’ Infographics Do Best on Twitter? What industry’s infographics perform best on Pinterest?
46. What Industries’ Infographics Do Best on Twitter? Anatomy of a “Perfect” Infographic • <400 Words • 800x3500+ • Features Blue • Color Wheel Scheme • On Health/Entertainment @ROSSHUDGENS
47. Get the Data: siegemedia.com/searchlove
48. PART 3: CONTENT PROMOTION.
49. @ROSSHUDGENS What Days Covert Best for Outreach? Our Outreach Conversion Rates by Day MONDAY TUESDAY WEDNESDAY THURSDAY 0% 2% 4% 6% 8%
50. @ROSSHUDGENS Monday Converts 80% Better Than Thursday. MONDAY TUESDAY WEDNESDAY THURSDAY 0% 2% 4% 6% 8%
51. Not sharing the link in our first email increased our outreach conversions by 63%. http://www.siegemedia.com/blogger-outreach
52. 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
53. 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
54. *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.*
55. @ROSSHUDGENS Our hypothesis? Long enough to be truly customized, short enough to be easily readable.
56. 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
59. http://bit.ly/siege-sd Ross Hudgens, Founder, Siege Media @RossHudgens http://siegemedia.com