To adjust our content marketing plan, we took a closer look at the content marketing trend makers and analysed how leading companies, individual and portals treated content publishing and promotion in Q1 2013.
This research was greatly inspired by ”Optimize”, a thorough and advanced guide for content marketing strategists. We would like to thank the book’s author, Lee Odden , for masterfully outlined content categories which really help structure the research. Our main goal as researches was to define the most typical features and peculiarities of online marketing participants, including major digital marketing companies, popular search engines and famous individual bloggers. We’d like to share with you some of our top research conclusions, which will, hopefully, help those who are developing or updating their content marketing strategy.
You can download the full version of the research here (PDF, 0.9 Mb).
The following industry research seeks to define the most typical features and peculiarities of online marketing participants.
All marketing companies were selected according to their SERPs, the number of provided services and their use of social utilities.
The participants were all analyzed against 17 major types of content. Each type of content had a certain type of priority.
The following categories had the highest priority type: ”article”, “blog post”, ”case study”, “research and analysis”,” slideshows”, “ webinar” and “white paper”.
Such types of content as “podcasts”,”newsletters” and “microsites” were viewed as low priority. The other content types, which did not fit either of the categories, were considered medium priority.
Another research classification principle was “content category” which included the following subcategories: “breaking headlines”, “industry news”, “ongoing series”, “product/service reports”, etc.
According to its placement, all content was divided into: web site-core content, website -news item, blog, Facebook, Twitter, LinkedIn and Pinterest.
The last classification principle was “post frequency” and had the following periodicity: 3+ times a day, 1-2 times a day, 2-3 times a week, 1-2 times a week, 2-3 times a month and once a month.
Major company content
According to the search results, blog posts, case studies, research and analytics constitute over 98% of content. Judging by the search results, images constitute 86% of content, whereas infographics and PDFs only 6% and 5% respectively.
Although it’s rather difficult to determine blog periodicity, in the course of the research we arrived at the conclusion that, on average, online marketing companies update their blogs 2-3 times a week.
As for content categories, the most popular of them were industry news and events with ongoing series of “tips” in tow.
Speaking of content placement, it’s important to mention that the bulk of company information, including company services and the list of clients, is posted on the company web-site. The company blog is primarily used for industry-related issues.
Information portal content
Since the main purpose of portals is to give information and help analyze industry changes and events, the largest part of content here is presented by articles, infographics and images. The most popular content categories are tips, guides and events.
As for content placement, the majority of portals post their information on the blogs and web-sites at a post frequency of 2-3 times a week or 1-2 times a day.
Individual blogs content
As a result of the industry research it became evident that articles, research and analytics, images and E-books are the most popular content types on blogs.
Most bloggers choose to post their information either on Twitter or LinkedIn at a frequency of 1-2 posts a day.