Content marketing is currently one of the hottest trends in tech, yet most content fails to meet expectations according to new research from InboundWriter.
InboundWriter evaluated numerous companies with significant investments in online content, and found that on average, website content only has a 10-20 percent chance at being successful. In fact, the data reveals that typically 20 percent of a company’s content drives 80 percent of its organic traffic. Because of this, InboundWriter has updated its platform to help brands not only produce better content, but also predict how that content will perform when published on specific domains.
"Regardless of whether your content reads well or is developed with search engine optimization best practices in mind, the end result has no bearing on how that content will actually drive traffic," said Skip Besthoff, CEO of InboundWriter. "The reality is that there are certain factors, some of which are outside of the content itself, that heavily influence performance. As our research shows, developing content without understanding these factors amounts to pure guesswork. Given the significant and increasing investment that websites make in rich, text-based content, we think there is a better way to drive a consistent and healthy return on those investments."
With InboundWriter, editorial professionals can identify potential high-performing subjects, use content scores to produce articles in a style that maximizes performance and even track results. Moreover, InboundWriter’s research found a statistically significant relationship between the traffic that a piece of content generates and its InboundWriter content quality score, which proves that the company’s quality score signifies how a piece of content will perform. That said, the platform improved its predictive technology by adding additional factors for forecasting content success, most notably, where the content will be published.
For instance, once InboundWriter understands the topic a user plans to write about, the platform finds a multitude of competitive content pieces on the same subject throughout the Web. This information, paired with the software's analytics data, provides writers with insights as to how a piece of published content will perform on a specific site.
“Our software does three very explicit things,” said Besthoff. “One is we objectively and analytically measure content quality. The second is we improve that content and the third is we tie quality to performance – specifically, traffic metrics.”