Whether it's B2C or B2B, internet campaigns are more and more reliant on content marketing.
Organizations are continually looking for more and better ways to bring in greater returns on their investments, and some 25% of that is devoted to content marketing. Recently, researchers began conducting a study to find out what kinds of formats and pages produce the best results. They also looked at the top factors that motivate people to share content. Today we'll have a look at both.
First, let's talk about motivation. Of the top three, third place is motivation because of timely relevance. Second place belongs to those motivated by the desire to develop their own brands. You might think that it would be hard to top that, but one motivation did. The top motivation for sharing content is simply because of its practical value. Never underestimate the value of any content, because that value is what gets it shared and keeps it moving forward.
Now, let's look at what kinds of pages get shared the most. Editorials are the pages that get shared more than any other, but not by much. They are shared some 27% of the time while charity or corporate responsibility pages are shared about 20% of the time. It's not a great difference, but it is a noteworthy one. Other content types making the grade were news, content hubs, product pages, and company information coming in at 17%, 14%, 6%, and 3% respectively.
So, why is editorial content leading the way? Well, to be frank it's because this type of content — which includes how-to articles and instructional blogs — not only delivers large quantities of practical value, but it also make people feel more knowledgeable which makes them feel good too. You'd think that news stories would be among the most widely shared, but it turns out that people tend to gravitate more to content that is helpful as well as informative. This study give us a glimpse into the trends of content marketing and where it looks to be headed in the near future. Now it falls to us to take this information and put it to good use by making our content better and more shareable.