Post on 21-Jan-2018
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Steve Rayson@steverayson
steve@buzzsumo.com
Jason Miller@jasonmillerca
jsmiller@linkedin.com
Finding your formula
for content successby Buzzsumo and LinkedIn
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Steve Rayson@steverayson
steve@buzzsumo.com
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Data Insights To
Create Better Content
@steverayson
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Data from three major
studies this summer
Analysis of 100m Headlineshttp://buzzsumo.com/blog/most-shared-headlines-study/
Analysis of 10m LinkedIn postshttp://buzzsumo.com/blog/write-engaging-b2b-headlines-analysis-10-million-articles-shared-linkedin/
Sector Based Review of 400,000 Most
Shared Posts – LinkedIn BuzzSumo DNA
Reporthttps://business.linkedin.com/content/dam/me/business/en-us/marketing-
solutions/cx/2017/pdfs/the_dna_behind_the_worlds_most_succesful_content_v1.pdf
@steverayson
B2B Content Shares (100 top sites)
Only 4%
(4,500 of 114,000
posts) got more than
3,000 shares.
@steverayson
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 all types 8
@steverayson
WordPress Posts
20172006
@steverayson
@steverayson
What Headlines Work?
What was the top three word phrase or
trigram shared in Facebook headlines?
@steveraysonTop Three-Word Phrases By FB Engagement
(100m Posts)
@steverayson
The Promise
Will Make You
• 24 Pictures That Will Make You Feel Better About The
World
• 6 Harsh Truths That Will Make You a Better Person
• 13 Travel Tips That Will Make You Feel Smart
• 11 Must-Watch TED Talks That Will Make You Insanely
Productive
Content >>> >>>> Impact
@steverayson
What were the top phrases that start B2B
headlines? (measured by LinkedIn shares)
But what about B2B?
@steverayson
Most Shared 2 Word
Phrases That Start
B2B Headlines
How to import
How to stop
How to identify
How to succeed
How to manage
How to prevent
How to unlock
How to protect
@steverayson
@steverayson
What was the most popular
list number?
@steveraysonTop Numbers by Facebook
Engagement
@steveraysonTop Numbers by LinkedIn
Engagement
@steverayson
Some Interesting Data
How many words should you have in a
headline?
@steveraysonMore Than You Think On Facebook
@steverayson
Some Interesting Data
But is it the same for LinkedIn?
@steveraysonOptimum B2B Headlines Are Shorter
@steverayson
Power Words in
LinkedIn Headlines
@steveraysonHigh Performing LinkedIn Headline
Words
• Top, best, successful, smart
• Million, billion
• Global, world
• Change, better, build, growth
• Advice, habits, tips, help
• Strategy, future, ideas
• Risk, need
@steverayson
Post length Average Shares Median Shares Number of Articles
Less than 1000 words 348 165 38,300
Over 1000, less than
2000 words
485 180 4,898
Over 2000 words 485 194 763
Post length Average Shares Median Shares Number of Articles
Less than 1000 words 234 55 36,718
Over 1000, less than
2000 words
850 429 6,032
Over 2000 words 1,519 1,072 1,184
Technology Posts
Marketing Posts
@steverayson
Post length Average Links Median Links Number of Articles
Less than 1000 words 10 1 38,300
Over 1000, less than
2000 words
13 2 4,898
Over 2000 words 26 3 763
Post length Average Links Median Links Number of Articles
Less than 1000 words 5 2 36,718
Over 1000, less than
2000 words
20 8 6,032
Over 2000 words 37 22 1,184
Technology Posts
Marketing Posts
@steverayson
Some Interesting Data
What Type of Posts Perform Best?
Marketing Industry Posts@steverayson
Technology Industry Posts@steverayson
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It’s time
to pass
the torch
Humans Have Shorter Attention
Span Than Goldfish, Thanks to Smartphones
You Now Have a Shorter
Attention Span Than a Goldfish
The Eight-Second Attention Span
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The new model
a long-form
blog
31 millionunique visitors
acquired
87 millionpage views
through
80 articles
that average over
2,000words each
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If you can blow someone's mind —
really, genuinely blow it, again in a really well-
written way — then that's something they
want to share."
“35
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Power Pages(How to, What is)
Strong Opinions(Editorial)
Research
+67%
Increase in Ave. Shares
2017 vs 2016
We are posting
less, but traffic
and conversions
go up.
+146%
Increase in Avg. Time on
Page
+128%
Increase in Total Shares
We:
+242%
Increase in unique page
views
-8%
Decrease in Bounce Rate
312%
Increase
YOY in Organic
Sessions
We believed anything worth doing is
worth over-doing.”“
Localisation
6 Blogs (3 French/ 3 Spanish)
34k Page Views (15% of total)
8 Minute Average Time on Site
Do You KnowWhere You Are?
Employees’ combined connections on social networks are,
on average, 10x larger than a
company’s followers
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Shared content is more credible content
Only 3% of employees share content, yet they generate
30% of all content engagement for a typical business.
Employees get 2x higher CTRs from their shares,
compared to company shares of the same content.
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6 job views
3 Company Page views
1 Company Page follower
6 profile views
and 2 new connections established
Every 6 pieces of content an employee
shares on LinkedIn influences …
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“ A single employee sharing 3 pieces of content a day
can add up to 23 million in additional reach in a year —this can add up to 60,000
additional events of people engaging with
your content.”
5252
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Thank you
Jason Miller
Group Manager, Content Marketing
@JasonMillerCA
@LinkedInMktg
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Steve Rayson
Director at Buzzumo,
@steverayson