From link-building content to Bojo – content marketing trends
Top link-building content types revealed
And, new research from SEO Powersuite – based on a sample of over 600 SEO specialists – has just revealed the top performers in this area.
For the uninitiated, links are crucial to search engines being able to ‘crawl’ the Internet.
Using complex analytical algorithms, search engines figure out how pages fit alongside one another based on links. Each link to a particular page also acts as a kind of vote of confidence, further verifying its quality and relevance.
While links are far from being the only factor, they can have a dramatic effect on where your page appears in the search rankings.
So, now you know how important links are, let’s take at the most effective types of link-building content:
As you can see, fresh data and research is the most effective form of link-building content by quite some margin. White papers also scored highly here, missing out on the top three by a single percentage point.
Here’s how you can get the most from these two content types:
1) Data and research
Start by coming up with a potent premise – something your audience is itching to find out about.
If in doubt, try testing how popular your topic might be by conducting a quick and easy social media poll, then measuring response rates.
The larger the poll’s sample, the more authoritative your research will eventually be. So, wrack your brains and call in favours to ensure you get as many respondents as possible.
Yes, you’ll need plenty of accompanying written content to detail the insights you derive. But, a few graphics could really help those figures jump off the screen!
Remember, if your first attempts are unsuccessful, that doesn’t necessarily mean you should give up. The more research you promote, the more attention you’re likely to generate for both current and previous pieces of content.
2) White papers
The white paper process starts should start in much the same way; by choosing a topic with real weight.
Again, original research can be a real asset here. But, you’ll want to combine this with other authoritative sources from your industry.
A white paper should hold together as a coherent piece, with a logical argument tying the whole thing together. However, you should also seek to divide it in such a way that you can create a number of smaller content spin-offs (blogs, infographics etc.).
These can give your white paper added authority, which in turn boosts your brand.
There’s a lot more to learn about the best ways to approach data, research and white papers. But, the rewards of such potent link-building content could be well worth it.
75% of leading marketers don’t understand changing customer behaviour
An insightful study hot-off-the-press from Adobe and Goldsmiths, University of London, has identified that 75% of leading marketers are struggling to get to grips with changing customer behaviour.
As a result, this group has suffered severely in overall business performance, while the remaining 25% are enjoying performance rates up to 14% higher than previous figures.
Considering 61% of consumers cite personalised experiences as critical to establishing loyalty, this hardly comes as a surprise.
If you’re in the 75% majority, you can turn things around, but it will mean putting in the hard yards.
Start by thinking about the data you gather and how you analyse it. If you’re yet to get on board with mobile optimisation, this is almost certainly a consumer preference you’re falling short on, so take note!
Spotted in the news…
Following the incarceration of British national Nazanin Zaghari-Ratcliffe, Bojo managed to make a flawed statement to a House of Commons committee that could see her jail sentence doubled.
Without making light of such a saddening story, this debacle highlights the importance of messaging. Your content marketing strategy should ensure the message you promote is accurate, thoroughly-considered and consistent across all articles and channels.