Hello fellow marketer, hope your day is well, I have a question for you…
Have you ever considered or realized that perhaps you may be holding your content marketing strategy to an unrealistic standard?
The key to determining what works across any one vertical is only found by producing consistent material and content then using that data to see what your audience sticks to most.
Luckily for you, this has been done for you by the smart folks over at moz.com. Check out this case-study, and which vertical's were the ‘best' at using content marketing to skyrocket their engagement.
First, they began by categorizing their marketing campaigns into 15 verticals(listed below). They also considered placements and social media shares as well as analyzed content characteristics. What they found was that an average campaign received 90 placements and just over 11,900 social shares. It was quite varied though. Continue reading…
How to achieve content marketing success in every vertical
Even with topics that are more difficult to attract the attention of readers and publishers, it is still possible for your content to perform well beyond other content in the vertical. This is particularly true when campaigns align with trending stories or tell a completely unique story.
However, not every piece of content can hit it out of the park. Rand estimates that it will take five to ten attempts to create a piece of successful content. Even then, the average high-performing Science content will not receive the same amount of attention as the average Health and Fitness content.
So how can you maximize the chances for success? Here’s what we’ve observed about our top-performing campaigns in the following verticals:
Automotive:If you want to create automotive content that appeals to a wider audience, consider using data from social media. Four of our top seven campaigns (by placements) in this vertical featured data from social networks.
Business and Finance:When it comes to money, people want to know how they stack up. Our top Business and Finance campaigns (by social shares) relied on comparisons or rankings. If you’re looking for social shares, this is the way to go.
Drugs and Alcohol:Finding interesting correlations or stories in existing datasets can prove popular in this vertical – the majority of top campaigns used curated data.
Education: Our top Education campaigns featured social media data and interactive features.
Entertainment: Timely content that connects with a passionate fan base is a recipe for success.
Fashion: Successful fashion campaigns focused on solving problems for the audience.
Health and Fitness: Side-by-side images that show a strong contrast perform extremely well in this vertical.
Home and Garden: To attract attention from readers and publishers in this niche, make your content timely or pop culture-related.
Pets: The highest-performing campaign in this vertical appealed to readers and publishers because it focused on the social aspects of pet ownership. We also included a geographic egobait component by highlighting distinct regional differences in popular dog breeds.
Politics, Safety, and Crime: Our top-performing campaign (by social shares) in Politics, Safety, and Crime used social media data to explore a trending topic.
Science: In this vertical, relating complex topics to pop culture figures, like superheroes, can boost your content’s social appeal. Creating interactive platforms to explore complicated data can also help your audience connect with your campaign.
Sex and Relationships: Talking about sex and relationships feels a little scandalous, which piques interest. Two of our top three campaigns in this vertical, both by placements and by social shares, used social media data to measure conversation around these topics.
Sports: This vertical naturally lends itself well to regional egobait. Although only two of our Sports campaigns included maps, these were the most shared of all our sports campaigns.
Want to learn more? Moz actually provides a little more insight into the top 3 verticals and the potential to capitalize on. It's a super awesome continuance of the case study so check out the full article here –> moz.com
Till next time fellow marketer!
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