How to Increase Your B2B Blog’s Shareability
Transcript of How to Increase Your B2B Blog’s Shareability
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How to Increase YourB2B Blog’s Shareability
Hana AbazaVP Marketing, Uberflip@hanaabaza
Steve RaysonDirector, Buzzsumo@steverayson
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Join in on
WE WILL SEND THE RECORDING.
Questions? We’ve got answers! (At the end of the webinar )
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Stick Around For a Demo
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Data Insights ToCreate Better Content
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B2B Content
Looked at all content published by 100 popular marketing & technology sites/blogs in last 12 months.
Over 110,000 posts
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Techcrunch, Inc, Entrepreneur, Moz, SME
95 Popular sites (incl Hubspot, QuickSprout etc)
SharesMean 1,375
Median 803
Shares
Mean 308
Median 106
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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
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Distribution of Content Shares (100 sites)
Only 4% (4,500 of 114,000 posts) got more than 3,000 shares.
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Social Networks
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B2B Shares By Network (100 top sites)
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B2B Shares By Network (5 top sites & 95 sites)
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Content Length
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Short Form v Long Form
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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
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IFL Science
Short posts using a single image, chart or video to get a concept across.
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What Formats Work?
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Best B2B Formats 2015
• Research Content
• eBooks and Guides
• Updated Reference Content
• Trending & Hashtag/New
• Jacking Content
• ‘How to’ and Practical Content
• Provocative Content
• Curated and list content
• Quizzes
• Product Launch Content
• Tools
• Infographics
• Case Studies
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• Top 4,500 posts no examples of quizzes or ebooks. • Just 28 infographics.• Only one case study with 3,600 shares.
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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.
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‘How To’ Posts
130 “how”, 280 “how to” and 203 “ways to” posts in top 4,500 most shared B2B posts.
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Customer Questions
1. Research the questions your customers are asking
2. Identify the questions where you can provide the best answer
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Headlines?
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1,296 of the top 4,500 post titles, almost 30%,had ‘you’ or ‘your’ in the title.
• Complaining Is Terrible for You, According to Science
• 9 Things Warren Buffett Says You Should Do to Be Happy and Successful
• This 7-Minute Morning Routine Will Change Your (Work) Life
• Stop This One Bad Habit and You’ll Increase Productivity 40 Percent
• 17 Simple Habits That Make You Look More Professional
• 30 Websites That Will Make You Unbelievably Smarter
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267 posts had success or successful in the title.
• This Is the Biggest Predictor of Career Success
• 11 Affirmations Successful People Repeat Every Single Day
• Why Sarcastic People Are More Successful
• Why Successful People Spend 10 Hours a Week Just Thinking
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Elements of Viral Content
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• 7 Short Books Worth More Than an MBA (21,000 shares)
• 5 Twitter Tools to Boost Your Productivity (20,000 shares)
• 25 Simple Things to Give Up If You Want to Succeed (19,000 shares)
• 5 Brilliant TED Talks That Will Boost Your Emotional Intelligence (18,500 shares)
• 7 Services That Will Help You Grow Your Business With Influencers (18,300 shares)
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Leverage Trending Content
What is trending in your industry today?
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Breaking News
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BuzzSumo Trending
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QUESTION TIME!
hub.uberflip.com
Hana AbazaVP Marketing, Uberflip
@hanaabaza
Steve RaysonDirector, Buzzsumo
@steverayson
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Thank you.