How to Increase Your B2B Blog’s Shareability

@uberflip#uberwebinar @buzzsumo

How to Increase YourB2B Blog’s Shareability

Hana AbazaVP Marketing, Uberflip@hanaabaza

Steve RaysonDirector, Buzzsumo@steverayson


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Questions? We’ve got answers! (At the end of the webinar )


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Steve Rayson@steverayson

[email protected]


Data Insights ToCreate Better Content


B2B Content

Looked at all content published by 100 popular marketing & technology sites/blogs in last 12 months.

Over 110,000 posts


Techcrunch, Inc, Entrepreneur, Moz, SME

95 Popular sites (incl Hubspot, QuickSprout etc)

SharesMean 1,375

Median 803

Shares

Mean 308

Median 106


B2B Content Shares

Content Median Shares

Top 5 Marketing & Technology Sites(Incl Moz, SME, Techcrunch)

803

95 Popular Marketing and Technology Sites(Incl Hubspot, Buffer, Search Engine Land)

106

Hubspot B2B Customer sites (127,000 articles) 22

1m Random articles 8


Distribution of Content Shares (100 sites)

Only 4% (4,500 of 114,000 posts) got more than 3,000 shares.


Social Networks


B2B Shares By Network (100 top sites)


B2B Shares By Network (5 top sites & 95 sites)


Content Length


Short Form v Long Form


However…..

45 of top 50 most shared posts less than 1,000 words

81 of top 100 most shared posts less than 1,000 words

Big opportunity for quality, short form content


IFL Science

Short posts using a single image, chart or video to get a concept across.


What Formats Work?


Best B2B Formats 2015

• Research Content

• eBooks and Guides

• Updated Reference Content

• Trending & Hashtag/New

• Jacking Content

• ‘How to’ and Practical Content

• Provocative Content

• Curated and list content

• Quizzes

• Product Launch Content

• Tools

• Infographics

• Case Studies


• Top 4,500 posts no examples of quizzes or ebooks. • Just 28 infographics.• Only one case study with 3,600 shares.


List Posts

30% of all B2B posts with more than 3,000 shares.

List posts beginning with 10 averaged 6,398 shares List posts beginning with 5 averaged 5,214 shares.


‘How To’ Posts

130 “how”, 280 “how to” and 203 “ways to” posts in top 4,500 most shared B2B posts.



Customer Questions

1. Research the questions your customers are asking

2. Identify the questions where you can provide the best answer



Headlines?


1,296 of the top 4,500 post titles, almost 30%,had ‘you’ or ‘your’ in the title.

• Complaining Is Terrible for You, According to Science

• 9 Things Warren Buffett Says You Should Do to Be Happy and Successful

• This 7-Minute Morning Routine Will Change Your (Work) Life

• Stop This One Bad Habit and You’ll Increase Productivity 40 Percent

• 17 Simple Habits That Make You Look More Professional

• 30 Websites That Will Make You Unbelievably Smarter


267 posts had success or successful in the title.

• This Is the Biggest Predictor of Career Success

• 11 Affirmations Successful People Repeat Every Single Day

• Why Sarcastic People Are More Successful

• Why Successful People Spend 10 Hours a Week Just Thinking


Elements of Viral Content




• 7 Short Books Worth More Than an MBA (21,000 shares)

• 5 Twitter Tools to Boost Your Productivity (20,000 shares)

• 25 Simple Things to Give Up If You Want to Succeed (19,000 shares)

• 5 Brilliant TED Talks That Will Boost Your Emotional Intelligence (18,500 shares)

• 7 Services That Will Help You Grow Your Business With Influencers (18,300 shares)



Leverage Trending Content

What is trending in your industry today?


Breaking News


BuzzSumo Trending


QUESTION TIME!

hub.uberflip.com

Hana AbazaVP Marketing, Uberflip

@hanaabaza

Steve RaysonDirector, Buzzsumo

@steverayson


Thank you.