Are you holding your content marketing to unrealistic standards?
No matter how informative your infographic about tax law may be, it’s not going to attract the same amount of attention as a BuzzFeed Tasty video. You shouldn’t expect it to. In order to determine what successful content looks like for your brand, you first need to have realistic expectations for what content can achieve in your particular niche.
Our analysis of hundreds of Fractl content marketing campaigns looked at the factors which have worked for our content across all topics. Now we've dived a little deeper into this data to develop a better understanding of what to expect from content in different verticals.
What follows is based on data we've collected over the years while working with clients in these industries. Keep in mind these aren’t definitive industry benchmarks – your mileage may vary.
First, we categorized our sample of over 340 Fractl client campaigns into one of 15 different verticals:
Health and Fitness
Drugs and Alcohol
Politics, Safety, and Crime
Sex and Relationships
Business and Finance
Home and Garden
We then looked at placements and social media shares for each project. We also analyzed content characteristics like visual asset type and formatting. A “placement” refers to any time a publisher wrote about the campaign. Regarding links, a placement could mean a dofollow, cocitation, nofollow, or text attribution.
Across the entire sample, an average campaign received 90 placements and just over 11,800 social shares . As expected, the results deviated greatly from the average when we looked at the average number of placements and social shares per vertical.
Some verticals, such as Health and Fitness, outperformed the average benchmarks by more than double, with 195 average placements and roughly 62,600 social shares. Not surprisingly, verticals with more niche audiences had lower numbers. For example, Automotive campaigns earned an average of 43 placements and 1,650 social shares.
What were the top-performing topics?
The average campaigns in Health and Fitness, Drugs and Alcohol, and Travel outperformed the average campaigns in other verticals. So what does it take to be successful in each of these three verticals?
Health and Fitness
Our Health and Fitness campaigns were nearly nine times more likely to include side-by-side images than the average vertical.
Many of these side-by-side image campaigns were centered around body image issues. For instance, we Photoshopped women in video games to have body types closer to that of the average American woman. We also used this tactic to highlight male body image issues and differences in beauty standards around the world .
Takeaway:Contrasting images immediately pass along a wealth of information that can be difficult to capture as effectively with standard data visualizations like charts or graphs. Additionally, they carry emotional power.
For instance, we created a morphing GIF of Miss America from 1922 to 2015. The difference between Miss America in 1922 and Miss America in 2015 is stark, and the GIF makes a powerful statement. Readers and publishers were also able to access information about the images that wouldn’t have come across in figures alone (such as the change in clothing styles and the relative lack of diverse contestants).