Nobody can hear you scream in space – and online no one cares about your content. 75 out of all blog posts should never be published and to ...

Bad content and lazy marketers

Nobody can hear you scream in space – and online no one cares about your content. 75% out of all blog posts should never be published and to succeed you have to dare to try something new. Are you up for it?

In 2015, Buzzsumo and Moz conducted a survey to find out which type of content generates the most links and social media shares. The result is as clear as it is terryfying. 50% of 100,000 randomly selected blog posts have 2 or fewer Facebook interactions, and 75% of the articles have never been linked to.

This means, taken to the somewhat extreme, that there are enormous amounts of content recipients don’t find worth sharing or referring to. And this means that there are a lot of lazy marketers who could do a better job. Or does it mean that your potential customers simply don’t care about online content? No, it’s not quite that simple.

At the same time, a survey from Demand Gen shows that 51% of B2B buyers trust qualitative content to base their buying decisions. They want educative content that isn’t high on sales hype and 96% of the respondents want to learn from industry-leading thought leaders.

Content types that actually work

The study from Buzzsumo and Moz not only shows how bad it is with shares and links, but it also also suggests what content types actually work:

”There are, however, specific content types that do have a strong positive correlation of shares and links. This includes research backed content and opinion forming journalism. We found these content formats achieve both higher shares and significantly more links.”

Create content that is seen and gets shared

Marketers of course want to reach out with their content. And recipients want to consume it. It all boils down to creating the right kind of content, distribute it in the right way and daring to stand out.

# Create fantastic content. Quality is more important than quantity and ‘good enough is no longer good enough.’

# Aim to become a though leader in your industry. Challenge assumptions, think bigger and contribute to the whole industry, not just your company.

# Rely on facts. Find new knowledge by conducting relevant surveys. Present them in a way that helps your clients with their jobs. As a side bonus, you will get their links.

# Take a stand and dare to stand for your opinions. This does not only signal confidence and strength, it also gives you more social media shares.